The Study Of Logistics Enterprise Strategy Based On Enterprise Life Cycle Theory

As the internal and external factors of the enterprise will be different at different levelsof development, strategic choosing in business should meet the business developmentsituation. Enterprise life cycle is the conventional method of measuring and dividing thedifferent stages. In other words, the enterprise life cycle stage provides the necessaryconditions for the strategy, as well as limits the range of choosing. Whether to choose theright strategy to match the enterprise life cycle is the key to business success. Onlypositioning the enterprise life cycle stages of development exactly, can appropriatedevelopment strategy be chosen. Only appropriate development strategy being carriedout properly, can the enterprise be promoted to flourish. This paper conducted a study onthe strategic choosing of logistics enterprises, focusing on the different characteristics ofthe four stages in the enterprise life cycle, which are the introduction period, the growingperiod, the maturity period and the decay period.This paper constructed a logistics enterprise strategic choosing system, based on theanalysis of influence factors about the logistics enterprise strategic. First, the assessmentmatrix was designed to study the strategy matching of each period in the life cycle. Itturned out that the strategy was mainly enhancement strategy in the introduction period,integration strategy in the growing period, diversity strategy in the maturity period andretrenchment strategy in the decay period. Second, the author decomposed the overallstrategy into four aspects, which were product, market, co-petition and supply chain, anddescribed them in detail from different angles. Then each level was analyzed accordingto the order of development in accordance with enterprise life cycle. Then, more thantwenty kinds of optional typical strategies for four periods in the life circle weresummarized by analyzing the domestic and international logistics business strategy cases.Finally, empirical study on the theory above was carried out using actual cases. Thedevelopment of each strategic element was analyzed starting from the enterprise status,and located by the enterprise life cycle judgment matrix. Then integration strategy wasdeveloped for the A, and its content was analyzed in detail.This study tried to discuss the strategic choosing of logistics enterprise, based on the general survey about the theory such as enterprise life cycle and strategic management,using the knowledge of management, economics and logistics. This paper is expected tooffer some advises for logistics enterprises to choose appropriate competition strategy.