Competitive Strategy Research Of JD Logistics

With the rapid development of Internet technology,especially the mobile Internet technology,China has entered an Internet era,and online shopping has become an indispensable part of people's life.At the same time,with the rapid development of e-commerce,express logistics industry has become a major pillar industry in the modern economic society.After years of fierce competition in domestic express logistics industry,there was direct competition among logistics companies such like SF Express,China Post,YTO Express,ZTO Express,STO Express,Best Express,and YUNDA Express.Meanwhile,Cainiao Network which is a subsidiary company of Alibaba Group integrated and reconstructed the resource system of the logistics industry through information technology and capitals.The entry of JD Logistics presented both opportunities and threats in this industry.How JD Logistics should respond to the changes of the market,how it can bring its competitive advantages into play,and how it improves its corresponding competitiveness and reduces costs,will become the focus that enterprises must think about for a long time in the future.This paper takes JD Logistics—a popular logistics express platform—as the research object.Based on enterprise strategic management,using strategic analysis tools,this paper will study and analyze the competitive strategy of JD Logistics.First of all,combining with the development status of express logistics industry,PEST model will be used to analysis of the macro environment of the enterprise through the public disclosure of enterprise data and industry research results.Secondly,the five competitive forces in the industry of the enterprise will be analyzed to provide the basis for the enterprise's competitive strategy.Lastly,according to the development process and current situation of the enterprise,SWOT analysis method is used to analyze the advantages and disadvantages of internal entry,as well as external opportunities and challenges.Based on the analysis above,it demonstrates that the influencial factors of JD Logistics competition strategy,and how it serves JD Logistics.On this basis,it is concluded the competition strategy of JD Logistics,which is with the help of Internet technology development,combining with its own competitive advantage,fostering strengths and circumventing weaknesses,JD Logistics should avoid the competitors to compete head-on the advantages of the circuit and JD Logistics is finally committed to the mission of reducing social logistics costs and becoming a global supply chain infrastructure service provider.The research and analysis results of this paper provide some suggestions for express logistics enterprises on how to compete in the increasingly fierce competition,and provide certain reference significance for enterprises to establish and maintain their own competitive advantages and improve market competition.