专业学位硕士学位论文
K 货代公司发展战略研究
The Development Strategy Research of K Forwarding Company
作 者 姓 名：倪金秋
学科、 专业： 工商管理
学 号： 41911351
指 导 教 师：陈艳莹
完 成 日 期： 2021-12-04
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：K货代公司发展战略研究
作 者 签 名 ：日期： 2021 年 12 月 4 日
大连理工大学专业学位硕士学位论文
摘 要
我国货代行业自改革开放以来得到了迅猛的发展，物流需求的增加为货代行业带来
了春天的同时也提高了对货代行业高质量发展的新要求。“一带一路”政策的提出，“进
博会”等活动的举办表明了我国对贸易的重视态度。随着后疫情时代的到来，贸易、航
运业的复苏势必带来国际货运代理行业的新机遇新挑战。
K 货代公司作为一家跨国货代公司的分公司，成立于2006 年，位于大连中山区，
是总公司华北地区的重要分公司之一。公司依托于东北亚航运中心城市大连，凭借自身
以及总公司的航运资源优势以及高质高效的服务能力居于市场领先位置。
要想在瞬息万变的行业中处于领先地位，就必须坚持创新并不断地接受挑战，及时
掌握有效的市场信息并充分发挥自身优势，只有这样才能不被行业所淘汰，成就未来。
本文正是基于上述需求而进行的，文章通过 PEST 分析法，逐一分析 K 货代公司的宏观
政治、经济、社会、科技环境，阐述 K 货代公司面对的外部环境变化；利用波特五力模
型对 K 货代公司行业竞争环境进行分析，陈述K 货代公司经营环境竞争压力的日益加
剧；运用SWOT 分析方法, 明确 K 货代公司内在优势、劣势，以及公司外在所面对的
机遇与威胁，指出 K 货代公司在组织架构、业务操作、人员安排等方面存在不合理，市
场定位不明确等问题。结合具体问题的分析，确定 K 货代公司发展战略的选择方向，从
基础建设、业务操作两方面着手，围绕市场占有率、服务质量、人力资源三个维度提出
具体战略实施方案。通过缩减公司非必要业务，实现操作集中化；结合现有资源，细化
市场凸显自身优势；提高服务质量，提升客户满意度以及自身利润率；减轻员工工作负
担，营造良好工作氛围。希望通过对 K 货代公司发展战略的研究，帮助公司充分发挥自
身优势，利用外部机遇，规避外部威胁，寻求更好的发展。
关键词：国际贸易；发展战略；国际货运代理
- I - K 货代公司发展战略研究
The Development Strategy of K Forwarding Company
Abstract
China;s forwarding industry has been developing rapidly since the reform and opening up.
The increase in logistics demand brings the spring to the freight forwarding industry and raises
the new requirements for the high-quality development of the freight forwarding industry at the
same time. The proposal of the “Belt and Road” policy and the holding of series of events such
as the “International Import Expo” show that our country attaches great importance to trade.
With the advent of the post-epidemic era, the recovery of trade and shipping is bound to bring
new opportunities and challenges to the international freight forwarding industry.
As a branch of a multinational freight forwarding company, K freight forwarding
company was established in 2006 and located in Zhongshan District, Dalian. It is one of the
important branches of the head office in North China. The company relies on Dalian, the
shipping center city of Northeast Asia, and takes the leading position in the market by virtue of
its own and the head office;s advantages in shipping resources and high-quality and efficient
service capabilities.
To be the leader in the rapidly changing forwarding industry, you must insist on
innovation and constantly accept challenges, grasp useful market information in time, and give
full play to your own advantages. Only in this way can you not be eliminated by the industry
and achieve the future. This thesis is based on the demand above, through the PEST analysis
method, analyze the macro-political, economic, social and technological environment of K
freight forwarding company one by one, explain the changes in the external environment that K
freight forwarding company faces; use Porter’s five forces model to analyze the competitive
environment of K freight forwarding company’s industry, and state the business environment
competition of K freight forwarding company increasingly aggravate; using SWOT analysis
methods to clarify the internal advantages and disadvantages of K freight forwarding company,
as well as the opportunities and threats faced by the company, and point out the unreasonable in
terms of organizational structure, business operations, and personnel arrangements of K freight
forwarding company, and also the unclear market positioning and other issues. Via the analysis
of specific issues, the thesis makes sure the direction of choice for the development strategy of
K freight forwarding company, starting from the two aspects of infrastructure construction and
business operation, and proposing specific strategic implementation plans around the three
dimensions of market share, service quality, and human resources. Through reducing the
company’s non-essential businesses, to achieve centralized operation; through existing
resources to refine the market and highlighting its own advantages; improving service quality,
- II - 大连理工大学专业学位硕士学位论文
to increase customer satisfaction and the own profit margins; through reducing the workload of
employees to create a good working atmosphere. It hopes that through the research on the
development strategy of K freight forwarding company, the thesis can help the company give
full play to its own advantages, take advantage of external opportunities, avoid external threats,
and seek better development.
Key Words：International trade; Development strategy; International forwarding agent
- III -