Research On The Cold Chain Logistics Competition Strategy Of NS Company

NS company is a national 4A logistics enterprise,a wholly-owned company engaged in logistics services under GZ port co.,LTD.,a large state-owned listed enterprise in guangzhou.The business scope covers various fields of port logistics.In the context of China's efforts to promote the construction of Nansha Free Trade Zone in guangzhou and the Guangdong-Hong Kong-Macao Greater Bay Area,Relying on the port resources,NS company has invested and built a cold chain logistics park in nansha port area of GZ port to carry out cold chain logistics business,improve the added value of port logistics business,and lead the transformation of port logistics from traditional logistics to modern logistics.This paper firstly analyzes the external environment faced by NS company,studies the macro environment,market environment and industry environment,and summarizes the opportunities and threats faced by NS company in the external environment.After that,the internal environment of the enterprise is analyzed,and the resources and capabilities of the enterprise are analyzed in detail.Relevant theories are applied to identify the core competitiveness of the enterprise and summarize the advantages and disadvantages of the enterprise.On this basis,through the SWOT matrix analysis,to formulate the enterprise's strategic objectives,determine the enterprise's competitive strategy,and finally put forward the implementation steps of the competitive strategy and the Suggestions of safeguard measures.Through the research of this paper,NS company's cold chain logistics business is suitable to adopt the strategy of high difference competition and develop the cold chain logistics service with port characteristics.The research of this paper has certain reference significance for the same type of enterprises or the same type of business in how to sort out their own advantages grasp the opportunity to clarify the competitive strategy.