I 摘要 竞争战略是现代企业在激烈的市场竞争中存活的关键，如何选择适合自身发展的 竞争战略是现代企业非常关注的经营问题，本文的研究对象 CQHL 物流有限公司正 面临着这一问题。CQHL 物流是创立于上世纪 90 年代一家专注于钢材运输配送、初 加工和仓储的第三方物流企业，随着近十年物流业发展速度和规模的急剧变化，公司 传统的物流经营模式已无法抵挡激烈的市场竞争，而且 CQHL 物流没有制定科学、 明确的竞争战略，在经营中以类似于市场集中战略的竞争战略被动的参与市场竞争， 与公司的发展极不匹配。因此，CQHL 物流亟需对自身的竞争战略进行重新选择和科 学制定，来实现长远发展。 本文结合竞争战略相关理论，首先对 CQHL 物流竞争现状进行分析，发现其现 行竞争战略类似于市场集中战略，该战略使公司处于竞争劣势，不利于进一步发展， 因此需要重新选择制定竞争战略；然后通过查阅文献、实地调研和专家访谈等方法， 运用 PEST 分析法和波特五力模型，对 CQHL 物流内、外部环境进行深入分析，找出 影响其战略选择的政策的积极扶持、产业结构转型升级等 11 个外部因素和良好的品 牌优势、不具备核心技术优势等 12 个内部因素，并运用 AHP 方法构建内、外部因素 评价矩阵进行定量分析，得出公司当前的外部环境有利于其发挥自身优势的结论。结 合公司战略目标，通过 SWOT 分析法识别出公司可行的总成本领先战略、差异化竞 争战略和市场集中战略三个备选战略方案，结合对备选战略的可行性分析，使用 QSPM 矩阵最终为 CQHL 物流选择差异化竞争战略，而后进一步提出差异化竞争战 略的实施内容和保障措施。 关键词：第三方物流；层次分析法；SWOT 分析；QSPM 矩阵；差异化竞争战略山东理工大学硕士论文 II ABSTRACT Under the fierce market competition environment, the key to survive for modern enterprises is its competitive strategy. How to select a suitable competitive strategy is becoming a business issues of great concern, so does the CQHL Logistics Company, which was founded in 1990s, a third-party logistics company focusing on transporting automobile steed and primary processing business. As a result of lacking scientific and clear competitive strategy, and rushing into the marketing competition blindly under the circumstance of high scale and rapid development of the logistics industry, the traditional operation mode of CQHL Logistics Company cannot catch up with the new pace of modern logistics company. In order to promote the development of CQHL Logistics Company, there is an urgent need for a significant strategy. Referring to the relevant theories of competitive strategy, the thesis firstly analyzes the current competitive strategy of CQHL Logistics Company, realizing that its running competitive strategy shares a lot of similarities with the concentration marketing strategy, which was not propitious for further expansion of the company. Therefore the competitive strategy should be scrupulously re-selected and formulated. Through literature review, field research and expert interviews, and applying Potter's model of five competitive forces and PEST analysis, finding out the 11 external factors influencing its strategic choice such as encouraging policies and the upgrading and shift of industry structures, so as the internal factors like the brand recognition, etc. Then utilize the AHP method to construct the evaluation matrix of internal and external factors for quantitative analysis, and finally drawing a conclusion that the current external environment of the company is conducive to its own advantages. Based on the SWOT analysis and its own strategy target, three alternative strategic schemes are identified, they are total cost leading strategy, differentiated competition strategy and market centralization strategy. With the method of QSPM matrix, I made the final decision on choosing the differentiated competition strategy for CQHL Logistics Company. At the end, I will put forward to the content and guarantee of differentiation competition strategy.山东理工大学硕士论文 III Keywords: Third-party logistics ;AHP ;SWOT ; QSPM ; Differentiation competitive strategy山东理工大学硕士学位论文 目 录 I 目 录 摘要 ............................................................................................................................I ABSTRACT ..................................................................................................................II 目 录 ............................................................................................................................I 第一章 绪 论............................................................................................................1 1.1 研究背景和意义.............................................................................................1 1.1.1 研究背景...............................................................................................1 1.1.2 研究意义...............................................................................................2 1.2 国内外研究现状.............................................................................................2 1.2.1 影响企业竞争战略的因素...................................................................3 1.2.2 竞争战略与企业绩效的关系...............................................................5 1.2.3 物流企业竞争战略实证研究...............................................................6 1.3 研究内容和方法.............................................................................................7 1.3.1 研究内容..............................................................................................7 1.3.2 研究方法..............................................................................................9 1.3.3 技术路线.............................................................................................10 第二章 竞争战略理论基础......................................................................................11 2.1 竞争战略简介................................................................................................11 2.2 三大基本竞争战略........................................................................................12 2.2.1 总成本领先战略.................................................................................12 2.2.2 差异化竞争战略.................................................................................13 2.2.3 市场集中战略.....................................................................................13 第三章 CQHL 物流有限公司的竞争战略现状......................................................15 3.1 CQHL 物流简介............................................................................................15 3.2 现行竞争战略的实施现状............................................................................16 3.2.1 公司主营业务.....................................................................................16 3.2.2 公司营销方式.....................................................................................16 3.2.3 现行竞争战略下的市场增长率.........................................................18 3.3 CQHL 物流竞争战略现状的总结归纳........................................................18山东理工大学硕士学位论文 目 录 II 第四章 CQHL 物流有限公司战略环境分析..........................................................20 4.1 公司外部战略环境........................................................................................20 4.1.1 宏观环境（PEST 分析） ..................................................................20 4.1.2 行业环境分析.....................................................................................23 4.1.3 竞争环境分析.....................................................................................26 4.1.4 外部战略环境评价.............................................................................29 4.2 公司内部战略环境........................................................................................31 4.2.1 组织结构和人力资源.........................................................................31 4.2.2 企业文化和品牌信誉.........................................................................34 4.2.3 实物资源和财务资源.........................................................................34 4.2.4 服务客户能力和市场营销能力.........................................................35 4.2.5 内部战略环境评价.............................................................................37 第五章 CQHL 物流有限公司竞争战略的选择......................................................39 5.1 公司的战略目标............................................................................................39 5.2 SWOT 分析矩阵的构建 ...............................................................................39 5.3 CQHL 物流备选竞争战略方案设计............................................................41 5.4 竞争战略的选择............................................................................................41 5.4.1 备选竞争战略的可行性分析.............................................................41 5.4.2 QSPM 矩阵的构建.............................................................................43 第六章 CQHL 物流有限公司差异化战略的实施与保障措施..............................47 6.1 差异化竞争战略的实施...............................................................................47 6.1.1 品牌建设差异化................................................................................47 6.1.2 物流服务差异化................................................................................48 6.1.3 业务内容差异化.................................................................................49 6.1.4 营销方式差异化................................................................................49 6.2 差异化竞争战略保障措施...........................................................................51 6.2.1 企业文化建设保障............................................................................51 6.2.2 组织架构建设保障.............................................................................51 6.2.3 人力资源建设保障............................................................................53 6.2.4 信息化建设保障................................................................................54 6.2.5 精益管理保障....................................................................................54 第七章 结论和展望..................................................................................................56山东理工大学硕士学位论文 目 录 III 7.1 结论...............................................................................................................56 7.2 展望...............................................................................................................57