顺丰速运波特五力分析(最终定稿v1[1].0)

华南农业大学珠江学院毕业论文(设计)顺丰速运波特五力分析李琼指导教师钟德平系：经济管理系年级专业:2009级国际经济与贸易（国际物流管理）提交日期：2013年5月10日答辩日期：2012年5月18日答辩委员会主席（签名）：评阅人（签名）：2013年5月25日I摘要我国经济正处于快速发展的阶段，快递需求不断上升，而全球化的发展，给快递行业的发展奠定了良好基础，使其成为近几年中国经济领域活跃且极具热点的行业之一。顺丰速运公司于1993年成立，不断努力发展，逐渐成为了国内民营快递的佼佼者，是国内民营快递的代表者。但是，中国加入WTO之后，国际快递巨头进入中国市场，国内快递公司不断增加，而新《邮政法》的颁布又给快递企业设置重重障碍，内忧外患的局面使顺丰速运公司发展面临严峻考验，几乎到达发展的瓶颈阶段。面对进退两难的局面，顺丰速运公司寻求对外发展，争取更多的市场份额。此时分析顺丰速运海外发展竞争力并针对问题提出优化方案具有积极意义，能使顺丰速运公司认清自身实力，为其更好更快发展提供参考借鉴。本文通过波特五力分析模型，针对顺丰速运公司海外发展状况进行研究分析，从而判断顺丰速运公司竞争力状况，为其健康长远发展提供优化方案，并为其他快递企业提供借鉴参考。研究从波特五力模型中五个方面入手，着重分析其准入者的威胁和行业内竞争这两个方面问题，进而对顺丰速运公司竞争力不强，缺乏核心竞争力等问题进行阐述，找出关键问题，通过理论与问题相结合的方法提供提升顺丰速运公司竞争力的建议，使企业能有突破性进展。关键词：顺丰速运公司；波特五力分析模型；品牌意识；核心竞争力IIAbstractChina'seconomyisinrapiddevelopmentstage,expresstherisingdemand,developmentandglobalization,andlaidagoodfoundationforthedevelopmentoftheindustry,makeitbecometheChineseeconomyinrecentyears,activeandveryhotintheindustry.SFEXPRESScompanywasestablishedin1993,continuouseffortstodevelop,hasgraduallybecometheleaderofdomesticprivateexpress,onbehalfofdomesticprivateexpressdelivery.However,afterChina'saccessiontotheWTO,theinternationalexpressdeliverygiantstoentertheChinesemarket,thedomesticexpressdeliverycompanieshaveincreased,andthenewpostallawpromulgateandobstaclesofexpressenterprises,domestictroubleandforeigninvasionsituationmakesSFEXPRESSdevelopmentfacesseverechallenges,almostreachthestageofdevelopmentbottleneck.Facingthesituationofbeinanicehobble,SFEXPRESScompanytoseekforeigndevelopment,striveformoremarketshare.TheanalysisofSFEXPRESSoverseasdevelopmentcompetitivenessandputsforwardsomepositiveoptimizationscheme,canenableSFEXPRESStorecognizetheirownstrength,toprovideareferenceforthebetterandfasterdevelopment.Inthispaper,throughthePotterfiveforcesanalysismodel,carriesontheresearchanalysisaccordingtotheoverseasdevelopmentsituationofSFEXPRESScompany,inordertodeterminethecompetitivesituationofSFEXPRESScompany,providetheoptimizationschemeforthelong-termhealthdevelopment,andprovidereferenceforothercouriercompanies.StartingfromtheresearchonPotter'sfiveforcesmodelinfiveaspects,analyzesthetwoaspectsofthecompetitionentrythreatandindustry,andtheSFEXPRESScompanycompetitionabilityisnotstrong,lackofcorecompetitivenessandsoon,findoutthekeyproblems,optimizationschemebasedonthecombinationoftheoryandproblemsprovideascensionSFEXPRESScompanycompetitiveness,toenabletheenterprisetohaveabreakthrough.Keywords：S.FEXPRESS;MichaelPorter'sFiveForcesModel;brandawareness;corecompetitivenessIII目录1.绪论.....................................................................................................................41.1研究背景...............................................................................................................................21.2研究意义...............................................................................................................................21.2.1理论意义...........................................................................................................................21.2.2现实意义...........................................................................................................................21.3研究内容...............................................................................................................................32.理论简介.............................................................................................................42.1波特五力分析模型简介.......................................................................................................42.2波特五力分析模型的构成...................................................................................................52.3波特五力分析模型的运用...................................................................................................53.顺丰速运概况.....................................................................................................53.1顺丰速运公司简介...............................................................................................................53.2顺丰速运业务范围...............................................................................................................63.2.1国内业务...........................................................................................................................63.2.2国际业务...........................................................................................................................73.3顺丰速运组织架构及其运营与发展模式...........................................................................74.顺丰速运的波特五力分析.................................................................................94.1新进入者的威胁...................................................................................................................94.1.1其他快递公司初步形成规模经济...................................................................................94.1.2其他快递公司产品差异性弱且客户忠诚度低.............................................................114.1.3各快递公司进入国际市场必要资本量较大.................................................................114.1.4其他快递公司与规模无关的成本优势较小.............................