Study On Strategic Transition Of Shenzhen Post Correspondence Business

In the market-oriented reform,the postal service has been divided into three parts to operate independently: finance,express logistics and traditional business.In recent years,with the increasing degree of informatization and the rapid development of communication technology,people's daily communication mode has changed greatly,which leads to the decline of traditional media.The development cycle of the traditional postal business-mail business has changed from maturity to recession.Market development has encountered difficulties,the decline of business volume and the decrease of market share,the slow pace of development of the postal mail industry.How to carry out strategic transformation is an urgent task for postmen.The strategic transformation of correspondence business is the need for Postal to grasp market opportunities,adjust business structure and enhance market competitiveness.It is also the necessary condition for realizing the sustainable development of enterprises.On the basis of explaining the theory of business strategy management,this paper uses literature research method,SWOT matrix analysis,Porter's Five Forces Model,PEST analysis,value chain analysis and other analytical tools to analyze and study the related situation of Shenzhen Post's business strategy transformation.By referring to the literature and related materials at home and abroad,drawing lessons from and combining with the actual situation of the region,this paper puts forward the transformation analysis,selection,implementation and safeguard measures for the strategic transformation of correspondence business.In terms of chapter distribution,firstly,the paper elaborates the related theories of business strategy transformation and correspondence business,then the development of postal enterprises and correspondence profession,and points out the necessity of correspondence business transformation;secondly,it analyses the internal and external environment of Shenzhen postal correspondence business,including macro-environment and industry analysis,internal environment analysis including resources and capabilities.With the help of SWOT analysis tools,this paper considers the postal correspondence business from four aspects of SO strategy,ST strategy,WO strategy and WT strategy,takes enterprise value,vision,mission and the characteristics of the industry as the basis for selection,and makes the strategic transformation choice of SO strategy as the main part and WO strategy as the auxiliary part.Finally,based on the value chain analysis,it makes the non-core business processing link and marketing system.The implementation of business transformation measures and product research and development,organizational structure,and talent team building are guaranteed from three aspects of service awareness.In the traditional service industry,correspondence business makes full use of new media forms and technologies,endows new connotations,adjusts business direction in time,carries out strategic transformation,and finally adapts to the constant changes of economic development,social and technological environment,so as to enable postal services to develop steadily and win business opportunities in the traditional business.