Research On Differentiation Competitive Strategy Of Rongchuang Freight Forwarding Co.,Ltd

Since the beginning of the reform and opening in 1978,China's foreign trade has been developing rapidly.As an indispensable means and bridge of international trade,international freight forwarding industry has made a great progress in China.In 2001 China Joined the WTO and in 2004 the ministry of commerce has changed the qualification of international freight forwarders from approval to registration.We took them as major milestones to have achieved opening-up and internal reform at the same time,which had greatly facilitated the booming of international freight forwarding industry in China.However,with the outbreak of the world financial crisis in 2008,the economy of major developed countries came to a prolonged period of stagflation.Moreover,competition in the freight forwarding industry has become more intensified.In recent years,Rongchuang Freight Forwarding company has encountered a bottleneck in China's business development and a necessary adjustment in the strategic direction is urgently needed.Study on the competitive strategy of Rongchuang Freight Forwarding company is based on the literature research method,comparative analysis and case analysis method.First of all,the research of international freight forwarding's background,significance,contents,methods and technical route are introduced.And next,the corporate development strategy and differentiation strategy theories are referred.Following that is the external development environment analysis of the industry.PEST environment analysis method and Potter five force competition models were applied to analyze the situation.After that is the internal environment analysis of Rongchuang Freight Forwarding company,which introduces its general circumstances,listing the main business and key customer resources,overseas network,information systems,financial and human resources for a comprehensive analysis.Then the SWOT analysis on Rongchuang Freight Forwarding company is conducted and differentiation strategy is selected and established.The essence of Rongchuang Freight Forwarding company's differentiation strategy is to enhance the differentiation of freight forwarding products and services to improve the core competitiveness and profitability in the market.About the enterprise management model of differentiation strategy,the NROCC was introduced and applied in the China-Euro international railway transportation.Finally,it comes up with the implementation approach of support,personnel resources support,information system support and enterprise culture support.