Research On Development Strategy Choice Of A Freight Forwarder Company

With the economic globalization,the trade between countries is becoming more and more frequent,and the market uncertainty and volatility also appear.On the one hand,China has actively responded to the international situation,adhered to multilateralism trade and advocated a fair and free global trade environment.It has demonstrated the attitude of China to trade relations through the holding of activities such as "one belt,one road","Expo" and "Shanghai summit".On the other hand,the supply side structural reform and the coordinated development of Beijing,Tianjin and Hebei ensure the stability of the domestic economy.In this context,the freight forwarding industry is an important industry to support a country's foreign trade.As a port city of Tianjin,there are many international freight forwarding companies,especially small international freight forwarding companies,which occupy most of the market and have great competitive pressure.It is not easy to have the ability to resist risks and attacks in a huge and volatile market It is necessary to adjust the development strategy of the enterprise in time.Taking small freight forwarder a company as an example,this paper studies the current situation and existing problems of the company,and analyzes the main reasons for the decline in performance.Using PEST analysis method and Porter's five forces model to analyze the macro environment and industry environment,and then discuss the advantages,disadvantages,opportunities and challenges of the company in detail.By using SWOT matrix table,we can match the appropriate strategy with so strategy as the main strategy and wo and st as the supplement.Through the overall level strategy and business level strategy,the development strategy of company a is formulated.Market penetration strategy and market development strategy are selected in the overall level strategy,and differentiation strategy and cost leadership strategy are selected in the business level strategy.In order to achieve the expected value and put the strategy into practice,this paper elaborates on the guarantee measures such as adjusting the organizational structure of the enterprise,establishing perfect rules and regulations,building the company's website,applying for professional qualification,introducing powerful operating system,increasing marketing mode,enhancing personalized service,and making alliances with enterprises with strong comprehensive strength,and analyzes the improvement of management efficiency and the reduction of cost input The result shows that the development strategy is more suitable for a freight forwarding company.