| The international freight forwarders play an important role in external trades of China. Recent30years, reform and opening-up policies have been implemented in China. Chinese foreign trade exchanges have experienced rapid development after China accession to the WTO2001. Domestic freight forwarding industry has been booming development. A large number of freight enterprise were spring up major in the coastal port city. All forwarder has been put open by2005. Therefore, equal competition of many kinds of ownership enterprise, such as marked leading Chinese companies, sino-foreign joint ventures companies, wholly owned foreign companies and local private companies, was formed. The medium and small-sized shipping agent enterprises are facing unprecedented difficulties.LR company is a typical medium and small-sized shipping agent enterprises, major in export and international transport agency business. Facing the difficulties taken upon, how to break out? It is important to form competitive advantage and find the development strategy.In this paper, LR company’s external and internal environment were analysised using PEST, POETE, IFE, EFE analysis, based on the enterprise strategy management theory, the company external opportunities and threats and the internal advantage and disadvantage were summarized. According to the analysis results, it is believed LR external opportunity and internal weaknesses is greater than the threat and advantages, respectively. The opportunities of the company should be used to overcome the disadvantages. It should be major in small and medium-sized import and export business with differentiation comprehensive logistics services in southeast Asia route. To ensure the smooth implementation of the competition strategy, LR company should pay attention to organizational structure optimization, human resources incentive, informationization construction and the brand construction. |
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