Research On The Selection Of Competition Strategy Of CQHL Logistics Company Limited

Under the fierce market competition environment,the key to survive for modern enterprises is its competitive strategy.How to select a suitable competitive strategy is becoming a business issues of great concern,so does the CQHL Logistics Company,which was founded in 1990 s,a third-party logistics company focusing on transporting automobile steed and primary processing business.As a result of lacking scientific and clear competitive strategy,and rushing into the marketing competition blindly under the circumstance of high scale and rapid development of the logistics industry,the traditional operation mode of CQHL Logistics Company cannot catch up with the new pace of modern logistics company.In order to promote the development of CQHL Logistics Company,there is an urgent need for a significant strategy.Referring to the relevant theories of competitive strategy,the thesis firstly analyzes the current competitive strategy of CQHL Logistics Company,realizing that its running competitive strategy shares a lot of similarities with the concentration marketing strategy,which was not propitious for further expansion of the company.Therefore the competitive strategy should be scrupulously re-selected and formulated.Through literature review,field research and expert interviews,and applying Potter's model of five competitive forces and PEST analysis,finding out the 11 external factors influencing its strategic choice such as encouraging policies and the upgrading and shift of industry structures,so as the internal factors like the brand recognition,etc.Then utilize the AHP method to construct the evaluation matrix of internal and external factors for quantitative analysis,and finally drawing a conclusion that the current external environment of the company is conducive to its own advantages.Based on the SWOT analysis and its own strategy target,three alternative strategic schemes are identified,they are total cost leading strategy,differentiated competition strategy and market centralization strategy.With the method of QSPM matrix,I made the final decision on choosing the differentiated competition strategy for CQHL Logistics Company.At the end,I will put forward to the content and guarantee of differentiation competition strategy.