Research On Product Strategy Optimization Of JDL's Third-party Logistics Business

Since the 21st century,China,whose logistics demand and logistics industry is continuously increasing and improving with the rapid development of the global economy,has been playing an instrumental role in international trade.Therefore,various logistics companies have sprung up in major ports and first-tier and second-tier cities in China.However,in recent years,the weakening global economy and the introduction of third-party logistics business products bring about the incapability for traditional logistics services in China to meet customized requirements,the shrinking profit margins of traditional logistics companies,and the more intense industry competition.In this respect,the major logistics companies have carried out strategy optimization researches on logistics products to adapt to the rapid changes in the market.As one of China,s first-class integrated third_party logistics service providers,JDL has also developed some product strategies based on third-party logistics business over the past years,but the implementation 1s not satisfactory.The competitive advantage of JDL is gradually vanishing due to the growing homogenization of third-party logistics business products in the market.Therefore,it is very significant for JDL to optimize the product strategy of the third-party logistics business.Based on the theory of third party logistics business and the corresponding product strategy,the paper adopts case analysis,inductive-deductive method,and comparative analysis to further study the product strategy of JDL's existing third-party logistics business and analyze the existing problems and impacts.Combined with the practical business conditions,it aims to put forward an idea fot the product strategy optimization of JDL,s third-party logistics business,including replacing the existing product positioning strategy by 'supply chain platform concept',building a product innovation strategy of 'logistics+finance',and integrating 'Iogistics+finance+trade'product strategies based on supply chain platform.These three product strategies are applied at the three optimization layers respectively - the core layer,the expansion layer,and the integration layer,optimizing JDL,s third-party logistics business products through interrelationship and integration.Furthermore,the author transforms the strategies into specific optimization schemes,i.e.,optimized product positioning scheme-supply chain platform,optimized product innovation scheme-logistics+finance,and the product optimization and integration scheme based on supply chain platform-logistics+finance+trade.With the safeguards,the effects on the product strategy optimization of JDL',s third-party logistics business is evaluated before implementation to generate the economic returns,strengthen JDL's competitiveness,and improve JDL supply chain ranking,served as the research purpose of this paper.