Research On The Development Strategy Of A Company In Tianjin Branch

"12th Five-Year" is a period of rapid development of the logistics industry, economic growth significantly and a good development trend, however there are also some problems:1, the industry economy is small, the mode of growth is single and the industry chain is short; 2,the technical level is relatively backward, scientific research investment is little, still having a big gap which compared with the international advanced level or other domestic industries;3, the talent reserve is insufficient and seriously affect the sustainable development of the company;4, the degree of market is not high, industry concentration is still large room for improvement, driving effect across provinces leading enterprises need to improve.From the development trend of the world logistics industry, the logistics industry has entered the era of diversification, the competition relation among enterprises from the traditional business transformation of enterprise competition for enterprise management and services, the strategic positioning and strategic competition, logistics system design have a long history of logistics enterprises and the crucial influence, having a positive effect on the logistics industry resource integration, the establishment of Strategic Logistics System under the background of new era which providing an important guarantee for the well development of the logistics industry.A company was found in 1970, which the headquartered is in Geneva, Switzerland, specializing in marine transportation business enterprise.The developing of A company adopted to the non-aligned strategy, highly centralized management.Under the leadership of parent-company, A Tianjin branch developed according to the same strategy,this management led to the A Tianjin branch where the development strategy did not conform to the regional particularity, especially in the rapid development of domestic logistics industry and the competitive situation, Tianjin branch was faced with problems about low service efficiency and customer satisfaction.In view of above problems, this paper research for the company's development strategy selection and implementation.According to the idea of finding problem, analyzing problem and solving problem.Firstly, a detailed analysis of the company's external environment, through the establishment of EFE analysis table, the macro environment, industry environment and other factors were comprehensive scoring, to determine the extent of the impact of the external environment factors; then analyze and evaluate the A Tianjin branch of the internal environment, the basis of analyzing internal and external environment and then make a comprehensive analysis of the matrix SWOT, to confirm the development strategy of the optional program for A company Tianjin branch; finally, according to the requirements of A company's non-aligned and highly centralized strategy, combined with the Tianjin branch of the SWOT analysis, which determine the development strategy of Tianjin branch of A company should be the "logistics integration+technology innovation" strategy. Logistics integration strategy including two aspects: internal management, logistics business process integration of production and marketing; international shipping logistics industry horizontal integrate cooperation. Technology innovation strategy including four directions:technology innovation of logistics information management platform;technology innovation of logistics process control;technology innovation of customer resource management service; technology innovation of enterprise strategic cooperation platform.In this paper, under the management mode of A company, the research of Tianjin branch's development strategy, because of limited time, the study has certain limitations, hoping to provide a little guidance for A company to adjust the strategic model of Tianjin branch.