Research On The Development Strategy Of Small Firms Freight Forwarder In The Perspective Of "The Belt And Road Initiative"

“The Belt and Road Initiative” is put forward in view of the current international situation,the logistics industry development is an important part in this development strategy.With the implementation of the “The Belt and Road Initiative”,many countries are bound to strengthen economic ties.The growth of trade will increase the logistics demand,new policies and the complete infrastructure will certainly to affect the freight forwarding industry.As one of the busiest port cities on the east coast in China,Lianyungang is also the important starting point for the maritime silk route and the land route.It has obvious location advantages as a mainly city to support “The Belt and Road Initiative” development strategy.The M international freight forwarding company is located Lianyungang City.The research making an example of analyzes the development strategy of the M international freight forwarding company,we have tried to help this company to identify the current business condition,get rid of the dilemma of traditional freight forwarding business and develop a reasonable development strategy so that achieve the competitive advantages.The analyzes based on the guidance of business management theory,the theory of international freight forwarding and the theory of competitive strategy,combine the impact of new factors arising from the development of the “One Belt One Road” strategy to analysis the status of the freight forwarding companies and the development operating environment by M company.We identify the overall development strategy of M company through SWOT analysis.On the based analysis result,we used Michael Porter's Five Forces Model to find the enterprise competition strategy.We getting this conclusion as follow: like many freight forwarding companies in our country,M Company does not have obvious competitive advantages.There are many challenges and new opportunities in the situation of “One Belt One Road” strategy,M company has many disadvantages,it should make up for the deficiencies to catch the development chance and foster the competitive superiority.The company should carry out differentiated strategy and centralized strategy,actively carry out overseas agent network construction through extend traditional business and seize the location advantage of Lianyungang in the development of the “One Belt,One Road” plan finally,gradually developing Third Party Logistic after overcomes the disadvantages of this company.We hope through the study of M freight forwarder companydiscussion,as well as the study of suggestions and strategies,it can provideexperience and reference to other small freight forwarder companies.