Research On Competitive Strategy Of Changchun Postal Express & Logistics Company

Changchun Postal Express & Logistics Company is a state-owned enterprise with express logistics services as its main business,with its business scope spreading across the city and countryside and reaching the world.It used to be the leading enterprise in the local express industry,a true national team of the industry.However,along with the influx of a large number of competitors and the rapid development of the industry scale,its competitive strategy can no longer meet the needs of corporate development.Many problems have been revealed in its operation,such as low market share,low revenue growth rate,poor revenue quality,loss-making operation,unsatisfactory terminal services,high customer turnover rate,insufficient network configuration and collection and investment capacity,and low percentage of retail revenue.Analyzing the reasons,it is mainly due to unscientific product setting,unclear target market and unreasonable resource allocation.In this paper,we analyze the strategic environment of the studied enterprises.Macro environment,as seen by the PEST analysis: the state continues to increase support for the development of the express industry,including increasing infrastructure construction,simplifying business procedures,encouraging "express to the countryside",standardizing industry competition,etc.;influenced by economic recovery,consumer upgrading,network popularity,population mobility and other factors,the expansion of the express consumer market,which is conducive to the development of the industry as a whole.With the breakthrough of more high-tech applications in the industry,the trend of technology-intensive transformation of the industry is further accelerated.Industry and competitors,using Porter’s "Five Forces Model" analysis,we can see that: due to the entry of large amounts of capital,the industry’s existing competitors are getting stronger;potential competitors are accelerating their entry through different tracks;the threat of substitutes is intensifying;suppliers and buyers are becoming more and more important to the development of enterprises.Regarding the internal environment,Changchun Postal Express & Logistics has strong brand resources,material resources,synergistic resources,human resources as well as industry-leading marketing capabilities,production and operation capabilities,and technical support capabilities,which provide important guarantees for the enterprise to compete in the industry.However,weak customer management capabilities make the company’s service level poor and customer turnover rate high.The shortage of cost management capability causes the enterprise to sustain losses.Through SWOT analysis,it is concluded that Changchun Postal Express & Logistics Company should choose WT defensive strategy to cope with the current situation faced by the enterprise.The inferiority of service level of Changchun Postal Express & Logistics Company severely limits the development of the enterprise,and there is an urgent need to readjust the resource allocation towards service level improvement.The continuous loss situation makes it more urgent for the company to streamline its organization,optimize personnel arrangement,implement comprehensive cost reduction and efficiency improvement,retain its advantageous business and cut non-profitable business to cope with external threats.Combining with the overall situation of Changchun Postal Express & Logistics Company in the express industry,this paper formulates a competitive strategy objective for it.In the selection of competitive strategy,after the analysis of the enterprise strength and the current business situation,it is recommended to adopt a centralized competitive strategy.The first is product concentration,focusing the enterprise’s products on products with high profitability and relatively obvious competitive advantages,and decisively cutting out non-profitable products;second is target market concentration,focusing the enterprise’s target market on high-end market segments and strategically abandoning low-end markets;finally is resource concentration,focusing the enterprise’s resources in the direction of improving customer service quality,operation level and capacity building,and eliminating the enterprise’s disadvantage as soon as possible.We aim to achieve profitability,regain the first position in the high-end market,and have the leading customer service quality and operation level in the industry,so as to grasp the strategic development opportunity period of the industry and realize the second rise of the enterprise.At the end of the text,the guarantee measures to ensure the smooth implementation of the strategy are proposed.