The Research Of Shanghai Airline's Logistics Supply Chain Integration

With the advancement of globalization and the growing up of"Made in China",Customer have new definition on the service content and quality of the aviation logistic. The customers are not only satisfied by the service of the traditional"aviation cargo", they need the whole"aviation logistic"solution. With the competition of the industry becomes more and more fury (for example: the world top 4 logistic company entered, the business scope of the agents extend. ), the living space of the Chinese companies in the industry is compressed.This thesis takes the Shanghai Airlines Cargo System as the research object. According to the entirely analysis of the external environment and the internal condition, the author consider the major problem of the Shanghai Airlines Cargo System is:Each member operates individually, in face of the market individually, doing battle in sale, network arrangement and brand individually, lack the cooperating system and common operating platform. They can not form the whole advantage and satisfied the new requirements of the customers.This thesis points out: To change the fate the"Shanghai Airlines Cargo will become a workshop", the only way is to change the rule of the game, which is to increase the number of the"actual buyers"to depress the bargaining power of the buyer. In detail, Shanghai Airlines Cargo System has to change from"aviation cargo"to"aviation logistic", implement the aviation logistics supply chain integration, realize the"forward integrative".According to the"forward integrative"theory of the Michael porter, this thesis gives the solution of the integration. That is also the most important part of the paper. The solution includes three parts: Bringing the core agents into the alliance system acquires the sales channel; Constructing the uniform ebusiness platform gains the marketing information from the customers; Providing the individual service for the customers win the higher price.This thesis assesses the performance of the solution from three aspects: the whole, the revenue stimulation and cost reduction.Finally, this thesis gives the implementing plan for the solution.