经过几年持续不断的发展,大连R国际货运代理公司(简称大连R公司)已经奠定

在大连地区国家级货运代理行业的领头羊地位。但是随着行业内部其他公司对国际货运

代理认识的逐渐加深,业务能力日渐提升及国际大型货运公司相对优势的发挥,大连R

公司将面对激烈的市场竞争和发展挑战。同时,我国进入新世纪以来国际贸易量剧增,

国民经济呈现出持续提升发展状态,同时国家为了发展东北老工业基地制定出一系列有

利于其发展的战略决策,这些都为大连市发展国际货运代理业带来了新的发展机遇和空

间。面对新的市场发展空间和生存机遇,本文对大连R公司所处的内外部环境及其竞争

关系进行了系统分析,找出公司与国内外竞争对手之间存在的现实差距,明确大连R公

司目前面临的形势和制定公司的发展战略是十分必要的,并具有重要的现实意义。

本文以大连R公司为研究对象,以实现企业可持续发展目标为研究目的,采用文献

与调查研究、理论与实践相结合的分析方法,研究了大连R公司发展中的整体性、长期

性、基本性的战略问题,研究的主要内容包括以下几个方面。第一部分是对大连R公司

发展中遇到的主要问题进行分析;第二部分是对与企业发展战略研究相关的理论和方法

进行综述;第三部分对大连R公司所处的外部宏观环境进行分析和评述;第四部分对大

连R公司的企业微观环境进行分析;第五部分通过波特五力和SWOT分析法确定大连R

公司的总战略和职能战略;第六部分是结合之前的分析总结确定大连R公司的战略如何

具体实施;第七部分是对研究进行总结。研究取得的结果主要是:在综合分析大连R公

司内外部环境和公司能力的基础上,确定“单一型——复合型”两阶段总体发展战略,

明确大连R公司若想在货运代理业求生存求发展就必须转变职能,集中力量发展第三方

物流营运模式。

关键词:发展战略;SWOT分析;货运代理

大连R国际货运代理公司发展战略研究

Research on Strategic Development of Dalian R International Freight

Co., Ltd.

Abstract

After several years constant development of sustained economic, Dalian R International

Freight Co,,Company (referred as Dalian R Company) has been in the leader status of Dalian

area national freight forwarding industry. But as understanding to international freight agency

of other companies gradually increasing, business capacity increasing and large international

freight companies relative advantage playing, Dalian R Company will face the market

competition and challenges in the development of intense. At the same time, since our country

has entered a new century, the amount of international trade has increased,the national

economy has shown a sustained and enhanced development status, involving our goverment

put forward to developing the old industrial base of the northeast, which brought development

opportunity and space for the new development of international freight agency in Dalian city.

In the face of the new market space and opportunity for development and survival, carrying

on the system analysis of Dalian R Company's internal and external environment and

competitive relationship, to find out the real gap between the companies of domestic and

foreign competitors, make it clear that what situation Dalian R Company is facing at present,

then formulate that the development strategy of the company is very necessary, which has the

important practical significance

This paper takes Dalian R Company, as the research object, realize the goal of

sustainable development of the enterprise as the research objective, using literature and survey

research, the analysis method of combining theory and practice to develope Dalian R

Company's integrity, This paper confirms a long-term and fundamental strategic issues. The

main content of research includes the following several aspects. The first part is the main

problems existing in the development of Dalian R Company analysis; The second part is the

summary of the research related with theory and method of enterprise development strategy;

The third part is the analysis and summary for Dalian R Company's external macro

environment; The fourth part is the analysis of Dalian R Company's micro environment; The

fifth part is that with Porter Five and SWOT analysis method to determine Dalian R

Company's total strategy; The sixth part is combining with the aboved analysis summary

strategy then determines specific implementation; The seventh part is the summary of

research. Of overall development strategy, internal and external environment and the ability to

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