Research On Competitive Strategy Of SF Express

As the giant in China's express delivery industry,SF has always been at the forefront of the industry in terms of both operating income and net profit.By the first half of 2019,it achieved revenue of 50.075 billion yuan,a year-on-year increase of17.68%,and a net profit of 3.101 billion yuan,a year-on-year increase of 40.35%.SF does not stick to the aging express products and economic express products in the traditional advantageous business,and actively develops new businesses including heavy cargo,cold shipment,intra-city distribution and international express delivery.However,with the increasing number of market players in China's express delivery industry and the increasingly complicated external environment,the development of SF Express faces more internal and external difficulties.Force is the key problem that SF Express needs to solve urgently.Based on the analysis of the internal and external environment of SF Express,this paper analyzes the selection and implementation of its competitive strategy from multiple levels through analysis tools such as PEST analysis,Porter's Five Force Model and SWOT analysis.On this basis,basic competition strategies and implementation suggestions that meet their current needs and future development are put forward.The main conclusions are as follows:(1)Analysis of the external environment of SF Express Co.,Ltd.shows that the current macro-political and economic environment of the express delivery industry is stable,policy dividends are continuously released,and market demand is continuously expanding.The future development of the industry will be very rapid.The industry faces significant opportunities.But at the same time,threats such as intensified industry competition and rising costs are becoming increasingly serious.Overall,we can see that the external environment of SF Express is in a strong position.(2)Through the analysis of the internal resources of SF Express,it has the advantages of strong service capabilities in direct mode,rich network resources,strong human resources,strong marketing capabilities,and advanced technology,while also having network coverage Low,weak cost control capabilities,inadequatemanagement and other disadvantages.Overall,the internal situation of SF Express is in a strong position.Based on the current advantages and disadvantages of SF Express and potential opportunities and threats,combined with the SWOT matrix for a combined analysis,through the selection and feasibility analysis of Porter's three competitive strategies,it is considered that SF Express should adopt a differentiated competitive strategy.Specific to the differentiation of differentiated competition strategy,it can be divided into product differentiation,service differentiation,market differentiation,price differentiation and technology differentiation.In order to effectively ensure the implementation of its differentiated strategy,this article proposes five major implementation suggestions: promoting the coordinated development of IT services and business,optimizing organization and service processes,improving human resource management,improving financial management capabilities,and expanding marketing channels.