本文介绍了东方海外物流华南区自身业务特点以及发展中所存在的问题，结合
目前我国第三方物流行业的发展现状，以及将来的发展趋势，通过 PEST 分析，SWOT
分析等方法将公司所处的宏观环境进行了分析和预测，并对东方海外物流华南区自
身的优劣势以及机会和挑战进行了归纳和梳理。综合以上分析研究，为东方海外物
流华南区提出了短期以及长期的战略目标，以及由细分市场战略、差异化战略、人
才发展战略、信息化战略为重点的战略选择。并对战略实施保障的五个方面进行了
分析。
本研究旨在与为东方海外物流华南区可以在此艰难的大环境下逆市而上，创建
企业的核心竞争力作出客观分析，提供发展建议，改进和完善现有公司的经营发展
模式，为公司未来的发展打下更坚实的基础。
关键词：东方海外物流 第三方物流 企业发展战略II
华 中 科 技 大 学 硕 士 学 位 论 文
ABSTRACT
Since the reform and opening-up of China, China has successfully won the shining
brand of ―World Factory‖ with various advantages such as policy support, ample resource,
low cost of labor force etc within 30 years, at the same time, manufacture and
international trading industries have stepped into blooming development period and
significant amount of international cargo transportation demand in China urged global
container shipping line industry development to saturation. But accompanied with impact
of American subprime lending crisis and E.U sovereign debt crisis, international trade and
most global shipping lines suffered from great loss. Under such circumstance, OOIL group
timely adjust strategic deployment to energetically develop third party logistics business
focused OOCL Logistics Co., Ltd at the same time of maintaining the industrial leading
position of Oriental Overseas Container Lines (OOCL). For new integrated OOCL
Logistics South China region, however, there is corporate vision and mission, but lack of
clear and accurate strategy position and proper strategy implementation guideline to
achieve the goal of strategy.
The business scope, characters of OOCL Logistics south China is introduced in the
paper, meanwhile, the problems and difficulties company encountered at this stage were
pointed out. This study further analyze and illustrate the development status of third party
logistics industry in china and development trend in the future, by adopting PEST and
SWOT models, the thesis analyzed and predict the macro environment and strengths and
weaknesses of OOCL Logistics south China region. Concluded above research and study,
the thesis proposed short term and long term strategic goal for OOCL Logistics south
China region, and put forward strategy choices with market segmentation strategy,
differentiation strategy, talent strategy and information technology strategy and consist of
five strategy implementation indemnification aspects and execution.
The study aimed to provide the objective analysis and materialized strategy for the
core competence improvement of OOCL Logistics south China region, also to enhance
and consummate company business model for company’s further development in the
future.
Key words: OOCL Logistics Third party logistics Corporate development strategyIII
华 中 科 技 大 学 硕 士 学 位 论 文
目 录
摘 要........... I
Abstract ....... II
1 绪论
1.1 研究背景与问题的提出......... (1)
1.2 研究目的与意义 ........ (3)
1.3 研究方法与内容 ........ (3)
2 东方海外物流华南区发展现状及存在的主要问题分析
2.1 东方海外物流公司概述......... (6)
2.2 东方海外物流发展愿景和使命......... (7)
2.3 东方海外物流华南区发展现状......... (8)
2.4 东方海外物流华南区发展存在的问题 ....... (11)
3 东方海外物流华南区的内外部环境分析
3.1 东方海外物流华南区内部环境分析 ........... (14)
3.2 东方海外物流华南区外部环境分析 ........... (19)
3.3 东方海外物流华南区 SWOT 分析.. (30)
4 东方海外物流华南区发展战略框架制定
4.1 东方海外物流华南区战略目标....... (32)
4.2 东方海外物流华南区战略选择....... (32)
4.3 东方海外物流华南区经营战略形成 ........... (33)
5 东方海外物流华南区发展战略实施对策
5.1 东方海外物流华南区战略实施的组织保障 (41)
5.2 东方海外物流华南区战略实施的财务保障 (42)IV
华 中 科 技 大 学 硕 士 学 位 论 文
5.3 东方海外物流华南区战略实施的技术保障 (43)
5.4 东方海外物流华南区战略实施的人才保障 (44)
5.5 东方海外物流华南区战略实施执行力保障 (45)
6 结论.... (48)
致 谢......(49)
参考文献..(50)1
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