Research On The Development Strategy Of RQ Cold-chain Logistics Company

In recent years,with the rapid development of economy and the improvement of residents'consumption ability,people's requirements on the quality of life have been gradually improved.As a result,residents have a growing demand for fresh food and pay more attention to food safety and quality.With the support of relevant national policies and the regulation of the market mechanism,the market demand is strong and cold chain logistics has developed rapidly.The gradual improvement of the cold-chain logistics system and the continuous enhancement of the logistics service function play a good supporting role in solving food safety problems.China's cold chain logistics started late,low degree of industry standardization and other problems,compared with developed countries there is a gap.Thesis research subject is RQ logistics company,RQ logistics company is located in the central south region,combined with the natural conditions and industrial situation in Shandong district,the cold chain logistics development trend both at home and abroad and the market demand,RQ by vigorously develop cold chain logistics,the logistics company has formed the radiation of cold chain logistics development pattern,which helps to speed up the development of regional economy,enhance the enterprise the competitive ability.First of all,this paper reviews the studies of domestic and foreign scholars on cold chain logistics,and expounds the research ideas and methods of this paper.Secondly,starting from the relevant theories of enterprise strategic management and cold chain logistics,this paper expounds the definition,objectives and basic processes of enterprise strategic management,and makes a systematic analysis of the definition,composition,product category and characteristics of cold chain logistics.Thirdly,it introduces the development process and operation status of RQ logistics company,and analyzes the problems existing in the company's current development strategy and the causes of the problems.Through the research of RQ logistics company,PEST analysis method is used to analyze the external environment of the company's development from the aspects of politics,economy,society and technology,and internal environment is analyzed from the aspects of enterprise management ability,financial status,logistics resources and human resources.Fourthly,by using exponential smoothing method to predict the market demand of RQ logistics in cold chain logistics in Shandong,the necessity of RQ to develop cold chain logistics is demonstrated,and feasible Suggestions are put forward for the development of cold chain logistics business.Fifth,the strategic intention,purpose and development goal of RQ logistics company are clarified.By applying SWOT model,the advantages and disadvantages,opportunities and threats of RQ company are analyzed.Sixth,based on the above discussion,in order to ensure the smooth implementation of the development strategy,this paper proposes a series of safeguard measures,including the optimization of human resource management,organizational structure,logistics technology,resource allocation,logistics network,etc.This paper has a certain reference value for the development of China's cold chain logistics.