Study On Cross-border Import Business Competition Strategy Of A Express Company

For the past few years,consumption upgrading and national import expansion have resulted in the explosive growth of cross-border import e-commerce,and brought opportunities to the development of cross-border import business for express delivery enterprises.A Express Company is a professional company engaged in cross-border import and export business belongs to Guangdong Branch of China Post Group.It has abundant post port resources,and comprehensive post and express product system in cross-border import business.It can provide cross-border warehousing,transportation,customs clearance,and delivery services to satisfy the customers demand.A Express Company actively implements the strategic deployment for the Guangdong-Hong Kong-Macao Greater Bay Area,to promote the mutual beneficial cooperation among Mainland,Hong Kong,and Macao Post.It takes advantage of the convenience of Hong Kong and Macao transportation and free trade ports,giving full play to its regional advantages,and maintaining double-digit growth in cross-border import business for six years.However,the industry is always in dynamic competition,with both opportunities and threats.A express company's cross-border import business urgently needs to formulate appropriate competitive strategy to solve a series of strategic puzzles in business,market,competitive advantage,and risk prevention and control.Based on the theory of strategic management,this paper uses PEST and“Porter's Five Forces Model”to analyze macro-environment and industry environment,concluding that it has more opportunities,with broad prospects,regional advantages of the Guangdong-Hong Kong-Macao Greater Bay Area,but challenges for intensified industry competition,cross-border Internet enterprises competition and cooperation,policy changes and standardized challenges.The key successful factors are strong customs clearance capacity,operation management,technical support and integrated innovation power.According to the analysis of internal environment,the core competence are business development and R&D technology,customs clearance ability,operation ability,product system and resource input,which work together.The disadvantages are high settlement cost,time limit and poor service quality of postal network,and mismatching human resource input.Its unique advantages are mail monopoly and standardized customs clearance,and its sustainable advantages are firm normative commitment to customs clearance and powerful customs clearance resources investment,sustained product innovation.Through the system of SWOT matching and positioning,it focuses on the market of Hong Kong and Macao,what's more,we should divert the markets of Europe,the United States,Australia,Japan,and Korea and selectthe cross-border import e-commerce platform,overseas e-commerce enterprises,logistics channels,and transshipment companies to meet this weight requirement.Starting from the way of value creation and the organizational activities of value chain,we should stabilize the customs clearance channel,and control the cost of products selected by customers and provide abundant products and additional services,to build competitive advantages with product differentiation,service differentiation,and business systematization.Through promoting the development mode of "one cross-border warehouse + two information platforms + multiple customs clearance ports",Basing on Guangdong,Hong Kong,Macao,cross-border warehousing,"cross-border trade" and "Customs and Post E-link",It combines and innovates the mode of "mail + C2 C personal goods + B2 C direct purchase +B2B2C bonded",superimposing value-added services,realizing an integrated logistics solution covering the cross-border import customs clearance logistics mode,to meet the growing demand of people for cross-border import and delivery,and building a first-class cross-border import e-commerce logistics integrated service provider.Finally,the strategy implementation is divided into three stages: long-term,medium-term,and short-term,and the goal is to build a three-step implementation path of "first-class in the whole country","first-place in South China",and "the leading in Guangdong".The strategy is formulated from the aspects of marketing,service,R&D technology,and human resources,and the strategies are put forward to optimize the allocation of resources,adjusting the organizational structure and support incentive mechanism to ensure the effective implementation of the strategy with certain theoretical research significance and practical value.