The Market Analysis Of China Railway E-commerce Logistics And The Development Strategy Research

Under the new situation of social economy,railway logistics enterprises began to change their management concept,carry out system reform and take the road of market-oriented management.However,affected by the planned economy for a long time,the market acumen of railway logistics enterprises has been reduced,and the market performance is not optimistic.In the face of the rapidly changing market demand,how to change the strategic direction,adjust the business structure,accurately position the market and customers,improve the operation efficiency and improve the logistics service level of the railway logistics enterprises has become an important topic for their survival and development.In this paper,the internal and external environment,market positioning,competition strategy and other issues of e-commerce logistics business carried out by railway logistics enterprises are studied and discussed by combining theory with practice.The main research contents and conclusions are as follows.Firstly,the background and significance of carrying out e-commerce logistics business in railway logistics enterprises are expounded.The related theories of railway ecommerce logistics at home and abroad are carried out study and research from four ways,that is,railway freight e-commerce system,railway express market share,railway express product design and railway express development mode.Secondly,the whole e-commerce logistics industry in China and the development status of railway e-commerce logistics business are systematically introduced.The macro environment and industry competition environment of railway e-commerce logistics business are analyzed by the use of PEST analysis model and Porter five-force competition model.Then the SWOT analysis method is used to make an analysis of the internal advantages and disadvantages,as well as the external opportunities and challenges of railway logistics enterprises so as to weigh the advantages and disadvantages so that the development strategy combination suitable for railway logistics enterprises is obtained.By combination with the market segmentation,management mode and target customer orientation of railway logistics enterprises,the development countermeasures and suggestions of railway e-commerce logistics are put forward,and effective competitive strategies are formulated.Finally,an example analysis of Hengyang City is carried out.It is concluded that Hengyang railway e-commerce logistics market has great development space after studying transportation network,social and economic operation,social logistics demand and industrial structure distribution in Hengyang City.Then,combined with the distribution of Hengyang local logistics,production and manufacturing,e-commerce enterprises,it selects the target customers for railway logistics enterprises,in addition to it,it puts forward a series of specific competitive strategies,including product system perfection,service quality improvement,multi-party cooperation,information construction,integrated marketing of new and old media,talent training and so on,which has certain reference value and guiding significance for the transformation of Hengyang railway logistics enterprises into modern logistics enterprises,actively carrying out e-commerce logistics business,and increasing market share.