Research On The Performance Difference Of Express Enterprises Based On The Perspective Of Strategic Choice

The rapid development of China’s economy and the rise of e-commerce have promoted the rapid development of China’s express industry.The development of private express enterprises is particularly noticeable.In just 30 years,they have become the backbone of China’s express industry.However,in the same market environment,the performance differences between the two private express companies,Shunfeng Holding and Shentong Express,which started their businesses almost at the same time and started from the same starting point,have gradually increased in the past ten years.Based on the theory of competitive strategy,this paper makes an empirical study of the two companies and explains the reasons for the strategic performance differences from a strategic perspective.This paper believes that the two classical competitive strategy theories,market structure and resource capacity theory,cannot fully reveal the reasons for the differences between the two performance enterprises.The theory of market structure can explain the impact of the choice of target market on strategic performance,but it cannot explain why enterprises can choose a specific target market;While the resource capacity paper can explain why one enterprise can form competitive advantage over another in the same market,it does not explain the relationship between capacity and market choice.Through the case study of this paper,this paper believes that the direct reason for the difference in strategic performance between the two enterprises is the difference in target market selection,and the ability of enterprises is the basis for enterprises to select target market.On this basis,this paper synthesizes two theories of competitive strategy,and puts forward a preliminary hypothesis that "resources and capabilities affect market selection,while market selection has a decisive impact on enterprise performance",for future empirical research to test.