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1、密 级： 学校代码：10075 分 类 号： 学 号：20121555 工商管理硕士学位论文 天天快递有限公司竞争战略研究 学 位 申 请 人 ： 李 静 指 导 教 师 ：李 松 教授 学 位 类 别 ：专业学位硕士 学 科 专 业 ：工商管理 授 予 单 位 ：河北大学 答 辩 日 期 ：二一四年六月 Classified Index: CODE: 10075 U.D.C: NO: 20121555 A Dissertation for the Degree of M. Management Study on Competitive Strategy of Tiantian Express
2、 Co., LTD. Candidate:Li Jing Supervisor:Prof. Li Song Academic Degree Applied for: Professional Master Degree Specialty: Master of Business Administration University: Hebei University Date of Oral Examination: June, 2014 摘 要 I摘 要 我国自改革开放以来，市场经济高速发展，使得快递行业在华夏大地风起云涌，快递企业如雨后春笋般迅速成长，从无到有、从小到大、从少到多，从弱到强，
3、快递行业的增长速度远远超出同期 GDP 的增长速度。九十年代以后，网络购物呈现井喷态势，对快递需求陡增。目前，全国快递企业上万家，但规模上百亿的企业屈指可数，规模小、数量多、实力弱、经营分散、从业人员素质参差不齐、混乱无序。快递企业资源整合，兼并重组势在必行，竞争异常惨烈，竞争战略不一而足。有的企业战略选择正确，快速成长为行业佼佼者，如顺丰快递，有的企业战略模棱两可，甚至没有战略，散乱发展，很快被市场淘汰，如星晨急便。因此，企业的战略定位准确将是企业参与市场竞争的核心优势。 本文系统研究了在民营快递行列中站位第二梯队的成员之一天天快递有限公司的竞争战略问题。首先，从竞争战略的基本理论出发，对天
4、天快递有限公司的外部环境，内部环境进行系统、全面的分析，在此基础上通过 SWOT 分析矩阵确定了企业的战略备选方案，通过 QSPM 分析矩阵得出了天天快递有限公司的战略方案选择差异化战略。 关键词 天天快递 竞争战略 物流 电子商务 差异化战略 Abstract IIAbstract Since the reform and opening up, market economy has developed rapidly and the express industry in China has mushroomed rapidly. It was growing out of nothing
5、 and growing from small to large, from less to more and from weak to strong. The growth of the express industry is much faster than the growth rate of GDP in the same period. Since 1990s, online shopping has shown the trend of blowout and the demand of express has increased sharply. So far, there ar
6、e more than ten thousand express companies in China, but the ones which have an asset more than one billion are few. The express industry has many problems: small-scale companies, weak strength, decentralized operation, the quality of employee being uneven, chaotic and disorder management, etc. Ther
7、efore the resources integration, merging and reorganization are inevitable. The competition is fierce and competitive strategies are numerous. Some companies chose the suitable strategies, so they grew rapidly to the industry leader, such as SF Express. On the contrary, some companies had ambiguous
8、strategies or even without a strategy and developed scattered, so they get eliminated by the market, such as the Morning Star Express. Therefore, the accurate strategic positioning will be the core advantage of the enterprise to participate in market competition. This paper systematically researched
9、 the competitive strategy issues of Tiantian Express which is a privately owned enterprise. It is in the second echelon of private express. First, based on the basic theory of competitive strategy, Tiantian Expresss external and internal environment has been analyzed systematically and comprehensive
10、ly. Next, SWOT is used to analyze matrix to determine the companys strategic alternatives. Analyzed by QSPM, Tiantian Expresss strategic plan selection is Differentiation Strategy. Keywords Tiantian Express Competitive Strategy Logistics Electronic Commerce Differentiation Strategy 目 录 III目 录 第 1 章 绪 论1 1.1 研究背景、目的和意义 1 1.1.1 研究背景1 1.1.2 研究目的1 1.1.3 研究意义2 1.2 国内外研究现状3 1.2.1 国外研究现状3 1.2.2 国内研究现状4 1.3 论文结构及研究方法5 1.3.1 论文结构5 1.3.2 研究方法6 第 2 章 竞争战略理论基础7 2.1 企业竞争战略的内涵7 2.2 企业竞争战略的类型7 2.2.1 成本领先战略7 2.2.2 差异化战略
