| Since the reform and opening up in China,the rapid development of the market economy has made the express delivery industry flourish.At present,China’s express delivery market has formed three major competition patterns of state-owned,private and foreign-funded express delivery.The market share and business income of private express delivery enterprises will increase greatly every year,with a sound development momentum.However,with the development of e-commerce and the increasing frequency of international trade activities in China,consumers’ demand for express delivery services has gradually diversified while the competition situation in the express delivery industry has become more and more serious.In particular,private express delivery companies are facing great competitive pressure.How to establish an unique competitive advantage over other express delivery companies and stand out in the fierce competition have become the key issues for every express delivery company.Established in 2003,Best Express Co.,Ltd.is an outstanding national brand in China.After 16-year development,it has become a large-scale private enterprise in the domestic express delivery industry and has been at the forefront of China’s express delivery companies.Selecting the representative private express delivery company Best Express as the research object,this paper studies its competition strategy based on the basic theory of enterprise strategic management.Firstly,this paper puts forward the basic theory and makes comprehensive elaboration on the concept and practical significance of strategic management,as well as the concept and significance of corporate competitive strategy.Then,it introduces several commonly used strategic management analysis tools,such as five-force model analysis method,.SWOT matrix,PEST analysis,etc.;then the paper summarizes the domestic and international research summary of the development of the express industry,laying the relevant theoretical foundation for the research on the competitive strategy of the company.Secondly,it analyzes the internal and external environment of Best Express,to provide relevant decision-making basis for solving the development problems of the company.The external environment analysis is mainly carried out from the macro environment and the competitive environment of the industry.The PEST analysis tool is used to analyze the macro environment where BES Express is located.The macro environment analysis consists of four kinds,that is,policy environment analysis,economic environment analysis,social environment analysis and technical environment analysis;Then,the five-force model is applied to analyze the competitive environment of the express industry,which mainly explains from the five aspects of industry competitors,buyer bargaining power,supplier bargaining power,substitute competitiveness and potential entrant competitiveness.The internal environment analysis mainly analyzes the business situation,technical situation,human resources situation and financial situation of Best Express Co.,Ltd.;Finally,this paper analyzes the external opportunities and threats faced by Best Express by using the SWOT analysis matrix.Meanwhile,it evaluates the advantages and disadvantages of Best Express.Based on the above,it finally determines the SWOT strategic choice of Best Express,which suggests that Best Express will adopt differentiated Competitive strategy.The specific implementation of the differentiation strategy is carried out in four refining areas: business differentiation,service differentiation,image differentiation and personnel differentiation.In addition,Best Express also needs to make practical and feasible safeguard measures in terms of brand building,organizational structure optimizing and management level improving,product service quality and staff comprehensive quality improving,corporate culture construction strengthening,and talent strategy implementing,so as to make sure the differentiation strategy can be implemented smoothly.This paper hopes to provide some references for the future strategy development of Best Express Co.,Ltd.through the research on the selection and implementation of its market competition strategy,and promote the company’s strategic management system to ensure its sustainable and healthy development.At the same time,it can also provide a new idea for other private express delivery enterprises to seek survival and sustainable development in a complex and fierce market competition environment.In addition,it will provide some references for the strategy development of relevant private express delivery enterprises in China. |
