Research On The Competitive Strategy Of QC Cold Chain Logistics Enterprises

As one of the most important special economic zones in China,Shenzhen’s frontier reform has provided a great reference for inland cities.Especially in the logistics industry,Shenzhen’s many ports,frequent import and export trade,and huge trade scale make the logistics industry in Shenzhen develop at an amazing speed.In recent years,with the further development of social economy,people’s demand for fresh and imported fruits is growing.Ordinary logistics can no longer meet people’s demand.Railway transportation is low-cost but inefficient.In the fast-paced current,people need a faster and relatively low-cost way to meet the demand for fruits and fresh fruits.Therefore,cold chain logistics has begun to enter the homes of ordinary people.Due to its superior geographical location,Shenzhen’s cold chain industry has developed very rapidly.At present,there are 14 professional cold chain logistics enterprises above designated scale,and they are constantly increasing.This paper takes QC cold chain company in Longgang District of Shenzhen as the research object,and combines the current management problems of Enterprises above Designated Size to achieve the enterprise development goal.Using the relevant theories and analysis methods of competitive strategy to study the current management situation of QC company,combining pest,five force model and SWOT analysis tools,using quantitative analysis to identify the most suitable competitive strategy for QC company.It has an important guiding role for the development of enterprises and a reference for the development of other similar enterprises.First of all,this paper expounds the background and significance of the research,introduces the competitive strategy analysis model and related theoretical basis.Secondly,the competitive strategy analysis tool is used to analyze the internal and external environment and competitive position of QC cold chain logistics company,and the current competitive position and existing problems of QC cold chain logistics are presented in the form of SWOT analysis matrix.Finally,combined with the development vision and objectives of QC company,this paper puts forward feasible business models,finds out the content of competitive strategy suitable for QC company through quantitative analysis,and puts forward feasible implementation measures and safeguard measures.Put forward the fruit cold chain business based on the centralized community coverage mode and the fresh cold chain business based on the modern logistics mode,use the differentiation strategy to deploy the market,and put forward technology upgrading,brand building and customer service;And the functional strategy of the market alliance,as well as the implementation guarantee of the organizational structure,corporate culture,human resources and financial funds.The purpose is to provide help for QC cold chain logistics company to realize its corporate vision through the proposal of competitive strategy,and also to provide reference for the development of similar enterprises.