顺丰速运电子商务快递发展战略研究

2015届物流管理毕业论文

摘 要

随着新经济的快速发展，电子商务已经在中国的市场经济机制中扮演着不可替代的角色。电子商务的热潮不但改变了人们的传统消费方式，也改变了物流行业的结构，尤其是在电子商务快递配送这一块，变化非常巨大。中国作为全球第二大规模的经济体，凭借其巨大的市场吸引了众多的物流快递企业参与市场角力，各个企业都企图争夺新的利润源。在众多的快递企业中，顺丰速运作为民营物流企业中的佼佼者，面对电子商务带来的新机遇与挑战，顺丰速运要想继续保持快递行业的领先地位，必须依据市场风向，及时转变经营理念，调整经营模式，从而才能在激烈的市场竞争中继续领跑。无疑，这必然和物流与电子商务的融合息息相关。虽然顺丰速运作为民营企业龙头，物流速度快、经验丰富、企业形象好，但也存在经营理念固化、经营成本高、营销方式单一等多方面的不足之处。特别是随着国际快递巨头纷纷登录中国，国内快递企业又异军突起，其它大型企业也纷纷跨足快递行业。以上的种种问题都给顺丰速运带来了种种挑战。为此，本文在首先对电子商务快递的发展情况进行分析，指出电子商务快递的缺陷以及发展趋势；从行业大势出发，探讨顺丰速运电子商务的运行模式，采用波特五力模型分析现今顺丰电子商务所处的环境，具有何种盈利空间。再使用SWOT分析法依照不同的环境制定出未来适合顺丰速运的发展战略。

然后，总结全文。提出顺丰速运应该根据自身原有的出众的物流能力，建立适应电子商务模式的特色配送系统；通过顺丰优选的运营争取更多地占领电子商务市场；在原有的物流品牌基础上，着重塑造电子商务方面的品牌，争取把无形的品牌价值转化利润；推进线上和线下服务的一体化，使客户的整体体验变得更加平滑。最后，指出因自身局限所带来的不足之处。

关键词：电子商务，快递发展，现状及对策，研究

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甘江波：顺丰速运电子商务快递发展战略研究

Abstract

With the massive developing of new economic, e-commerce had became a irr- eplaceable role in the market-oriented economy of China. The development of e-commerce not only changed the traditional pattern of consumption, but also influence the direction of the Logistics, the most prominent is the electronic co- mmerce express delivery. As the world's second large economies, Chinese attract a lots of logistics delivery to join the market competition by it's huge market. In the abundant express enterprises, S.F. Express as a leader of the private logistics businesses, they faces new opportunities and challenge, So they must according to the Market Vane, change their operation philosophy and modify their operation pattern timely, only by this way they can keep the leadership in the fierce competition. Undoubtedly ,it all have a stake in the combination of logistics and e-commerce. Although S.F. Express is the leader of the private logistics businesses, they has the abilities of logistics and experiences and corporate image, but it also has the disadvantage of operation idea and high operation cost, etc. Especially with the international express tycoon rushed to domestic market, the domestic privately operated express rise rapidly, and other large-scale enterprise came into the Express industry .All this matters, bring enormous challenges to the e-commerce business of S.F. Express, how to conquer the weakness in the competition with others, play comparative advantage, and build the world-class express enterprise? It seems to be a urgent question currently. For this purpose, the paper indicate to analysis the situation of the e-commerce, point out the weakness of e-commerce express and the trend of development; From the situation, discuss the model of S.F. Express, choose the method of Michael Porter's Five Forces Model, indicate to analysis the present situation of S.F. Express, and use the method of SWOT in order to make useful strategy depend on different situation.

Then, summarized the whole paper. Come up forward S.F. Express should use the talented logistics ability, construct adaptive delivery system of e-commerce; occupy more e-commerce market by SF Best; on the basis of present trademark, indicate to construct the brand of e-commerce, try to make profit from the value of brand; push

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2015届物流管理毕业论文

the integration of on-line and offline，fulfill the experience of customer. Finally, point out the deficiency of personal limitation.

Key words: e-commerce, Development of express industry, current situation and countermeasures, research

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