Research On The Strategy Of Air Freight Forwarding Enterprise

Air freight forwarding agent company is an irreplaceable link of appreciation between the shipper and airlines. It is different from ocean freight, the value chain of air freight is longer, especially in the field of agent capacity, integrating resources, transportation, etc.Air cargos has characters of strong timeliness, high value, relatively small size and weight. The international air freight markets’ demand is not stable, relatively insufficient capacity and capacity is difficult to forecast and customer groups separately. It is determined that on the whole chain of international air cargo business, airlines and forwarders have division of labor. Airlines mainly focus on routes running, and dispatching, this section is dedicated to the airport to the airport. While forwarders mainly focus on suppliers running in the early stage, operation services in the middle and ground receiving and distribution at the end.Since the second half of 2008, the international financial crisis, the decrease of marketing demand bring a seriously reduce in an air freight forwarding business, the profits of the air export of D company has been on the decline. At present, D company also faced with the challenge of survival and development, how to solve the decrease both in business and profits, as the other forwarding company.This paper studied the present air freight company how to choose the market by enterprise management disciplines and own work practice. Study adopts the method of empirical analysis and case analysis, through the study last five years business development of China area of D company explain that if the agent company want to develop steady in the fierce competitive market should be first to know the market demand in general, the second to understand the different needs of different customers, finally to break down the rules, use all aspects of resource, as a whole for different requirements of different products or marketing strategy.The main conclusions are as follows:First, under the condition of the current fiercely competitive market, as air freight agent enterprise, should be put the focus on corporate profits, rather than rushing to improve single market share of the company.Second, in the freight forwarding industry, a freight forwarding company needs to make diversification, to expand the market range and reduce market risk.Third, a freight forwarding company also can better improve the single enterprise profits by taking joint or cooperative way from one another, make good for deficiency, through multiply the enterprise resource sharing, win-win cooperation.These may be a choice of D company as forwarder in the future development, and can be a new thought of forwarding enterprises. Of course, different freight forwarding enterprise need according to their own advantages and disadvantages to find a suitable for their own development strategy.