The Study On The Competitive Strategy Of Hefei EMS

After the establishment of the post office of Hefei in1901, it launched the Express Mail Service(EMS) successfully in1980. With the rapid development of economy and the changing lifestyle of people,the EMS of the post office of Hefei had shown a good development, and the annual income of the business was more than300million yuan by the end of2012. Although the customers’ demands were growing at an average rate of10%a year during the last three decades, it is worth noting that the competition among the courier industry was also growing. The local private courier companies grow rapidly and become matured, and, depending on the advantage of capital and brand,the foreign courier companies are gradually "carving up" Chinese express delivery market. The intense competition is self-evident, and it is imperative to adjust the trend of competitive strategy.The US Federal service database speculated that China’s express delivery business will be growing at an annual growth rate of at least33%in the next few years and will become the fastest growing region among the international markets. Based on this development needs, international courier companies quickly target the Chinese market, and have already arranged its business in Chinese express delivery market. At the same time, the domestic express delivery market increases its openness,and logistic enterprises open registration license, and private courier companies also show growth in number and scale. Faced with increasingly fierce competition in courier business, how to maintain and expand the business under the competition with private enterprises and foreigh-funded enterprises, to keep the existing "cake" and compete for a higher rate of express delivery market is the strategy goals of Hefei Express Mail Service.This study begins with theory of competitive strategy theory origin, examples of application of the principles that are researchtheoretical and methodological tools which used in this paper, and followed by a brief introduction of two kinds of analysis tools which are SWOT and PEST. On this basis, external environment of Hefei EMS has been studied by apply Porter’s five forces model and Macro Environment Analysis Methods. Then carried out an internal environmental analysis in several ways, including the overall situation, resources, marketing, risk and the problems faced by so. Using the analysis of these environments, we clear the opportunities and threats, as well as the advantages and disadvantages exist which Hefei EMS is facing through SWOT analysis tools, and then come to a competitive strategy selection table. Studies continue to apply QSPM matrix analysis method to complete the strategic orientation and choice of Hefei EMS. Finally, according to the result of strategic choices we develope a competitive strategy safeguards in Hefei EMS.This paper wishes to provide a reference for developing competitive business strategies of Hefei postal courier and hopes it to be a research reference for subsequent postal courier business.