Research On The Competitive Strategy Of Delivery Service Business In Weihai Branch Of China Post

With the development of China’s economy and society,people’s living standards are improving day by day.Especially in recent years,the rapid rise of e-commerce makes that China’s express delivery industry has shown a trend of rapid growth,the market scale has significantly expanded,and it has become a stable economic growth point in China.According to statistics released by the State Post Bureau,in 2020,the per capita spending on China’s express delivery was 623 yuan,up nearly 100 yuan from 535.5 yuan in 2019.In 2021,China’s express delivery volume reached 108.30 billion pieces in 2021,ranking first in the world for eight consecutive years after surpassing the United States for the first time in 2014,with a year-on-year growth of 29.9%.In 2021,China’s express business revenue totaled 1,033.23 billion yuan,with a year-on-year growth of 17.5%.In 2021,the per capita use of express delivery was 71,an increase of 12 compared with 2020,both maintaining a fast growth level.The national express business volume continues to grow,the main express enterprises have always maintained a strong growth trend,but there is a huge gap between the postal delivery business volume and the industry.Postal delivery business,different from the traditional express business,covers the domestic standard express,express packages,international business,contract logistics four sectors.China post must be clearly aware of the severe situation it is facing,enhance its sense of hardship and responsibility,establish the banner of "the main business should be the owner and the main business should be strong",undertake the mission and responsibility of building a "national team" and main force of the industry,clarify the market positioning,formulate appropriate competition strategies,and respond quickly to market changes,China post must spare no efforts to promote the leapfrog development of the delivery business and ensure that we can break through the fierce competition.The main purpose of this thesis is to select and formulate suitable competitive strategies for Weihai Post Delivery Business.In this thesis,combined with the current situation of Weihai Post Delivery Business,by using literature research,in-depth interviews,questionnaires and other methods,through the analysis of the macro environment and the competitive environment,it is concluded that "Weihai Postal Delivery Business is facing the opportunities of ever-expanding market demand,the government’s policy support for cross-border e-commerce,Weihai as a port city logistics hub",etc and "the threats of the increasingly fierce market competition,the impact of the development of Internet technology,the increasing operational costs",etc.Through the analysis of Weihai Post’s existing resources,culture,capability and other internal factors,it is concluded that "Weihai post’s delivery business has the strengths of integration of three flow’,high brand reputation,wide service network" and so on,and "the weakness of the construction of modern enterprise system lags behind,lack of flexibility,technical level to be improved,delivery speed and service level to be improved and lack of high-quality talents".On the basis of the above analysis conclusions,the feasibility of the three competitive strategies is discussed through SWOT and QSPM model analysis,and the differentiation strategy is finally determined to be more appropriate for Weihai Post’s delivery business.In the implementation process of differentiation strategy,we should first implement product differentiation by accurately grasping the demand;Secondly,we should strictly control quality and promote service differentiation;Third,we should effectively segment the market and promote marketing differentiation;Finally,we should tap brand resources and build image differentiation.It also puts forward the guarantee measures for the implementation of the competitive strategy of Weihai postal delivery business from five aspects:cultural guarantee,human resources guarantee,financial guarantee,organization guarantee and information construction guarantee.To sum up,this thesis evaluates the internal and external environment of Weihai Post’s delivery business based on the relevant theories of competitive strategy and combined with previous studies on enterprise competitive strategy,and works out an appropriate competitive strategy for it,which can provide certain decision-making reference for further deepening the reform of the delivery wing.