Analysis Of Enterprise Competition Strategy Of CEVA Logistics Qingdao Company

Nowadays due to the development of global economic,transport across regional and countries,is more and more popular of each enterprise.Logistics becomes the main part of enterprises to reduce costs and increase the competitiveness.It becomes a most important problem for freight forwarders to keep the advantage and build their own ability to compete in the market.From the view of CEVA logistics Qingdao branch,we make some analysis of the external environment,which is of the Qingdao and Shandong area as the market,under the instruction of related theory of competitive strategy.This part mainly includes the macro environment of political and economic analysis;industry status and industry development trend analysis;and industry competition structure analysis by using Porter’s Five Forces Model;and the strategic group and main competitors in the industry.Then make some summarization of the opportunities and threatens they are facing,by using the matrix of external factor’s evolution.Also check the resource and capacity of the CEVA logistics Qingdao branch,and the core competitiveness of the company through value chain theory.We use the method of interview and questionnaire to set up the internal factor’s evaluation matrix to analyze the advantages and disadvantages.Then use the SWOT,combining the analysis of the possibility of low cost,differentiation and centralization strategy.Finally we come to the conclusion that CEVA should choose the compound strategy for future development.Since that,we establish the actual ways of implementation and insurance measures.Integrating theory with practice,I summarize some points of my own from the investigation and analysis.For example,the current situation summary of the forwarders and industry in Shandong/Qingdao area;and the analysis of the some kinds of freight forwarder companies(and making the picture of strategy group);checking the working flow of CEVA Logistics Qingdao branch by using the value chain theory.And make the actual way of competing strategy.As a member of this industry,I hope to make some thinking of this industry which could be a help for the company to develop,after my learning the course of Strategy Administration.Also hope that could be value and reference for some management of CEVA.