I 摘要 随着中国经济的不断发展，物流业迎来了高速发展期，市场前景十分广阔。专业从 事物流服务的企业越来越多，市场竞争也愈发激烈，物流市场趋于饱和。在这种背景下， 中小型物流企业如何在激烈的市场竞争中生存并盈利成为亟待解决的重要问题。淄博 YC物流公司位于山东省淄博市，是一家集仓储、配送、物流咨询、供应链服务于一体 的物流公司。随着淄博市物流市场的竞争，淄博YC物流公司所面临的竞争环境和市场 环境都有了极大的改变，当前企业的竞争战略已经不能适应市场的发展，成为公司进一 步发展的阻碍。基于此，本文以淄博YC物流有限公司为例，深入研究公司的竞争战略。 本文遵循“提出问题→分析问题→解决问题”的思路，采用文献综述法、调查研究 法以及比较分析法，全面分析淄博YC物流公司的内外部发展环境，为其选择制定适合 其自身发展的竞争战略，助力企业实现长远发展。首先，本文采取文献综述法，介绍了 与竞争战略相关的理论，以及本文研究相关的理论工具；其次，本文采取调查研究法， 利用PEST分析法、五力模型分析法对YC物流公司的内外部环境做了全面系统的分析， 研究发现，在国家政策的大力扶持下，我国物流基础设施日益完善，市场需求日渐旺盛， 淄博YC物流有限公司的外部发展环境十分优良，提供了更多的机遇，但也面临着一定 的挑战，如，竞争主体多元化、竞争形式多样化、经营成本不断上升等。与此同时，淄 博YC物流有限公司发展也具有地理位置得天独厚、客户忠诚度高、资源丰厚、价格竞 争力高、安全管理规范等独特优势和受规模等因素的限制，人员结构、技术水平、管理 模式、制度措施等劣势；在此基础上，论文运用SWOT分析法，明确淄博YC物流公司 的优势、劣势、机遇、挑战的基础上，借助定量分析——QSPM矩阵，为公司定量选择 了差异化竞争战略；最后，在明确公司发展愿景和目标的基础上，制定了物流技术差异 化、业务服务差异化、品牌建设差异化、客户服务差异化、战略合作差异化等的竞争战 略实施方案，提出了人力资源、业务资金和企业文化等的战略实施保障措施。 本文按照理论结合实际的思路，对淄博YC物流公司竞争战略的制定选择问题开展 了深入研究，为其选择了差异化竞争战略，对企业的转型发展有着现实的指导作用，对 其它中小型物流公司的发展也具有一定的借鉴意义。 关键词：竞争战略；物流公司；差异化战略；QSPM矩阵 山东理工大学硕士学位论文ABSTRACT II ABSTRACT WiththecontinuousdevelopmentofChina'seconomy,thelogisticsindustryhasushered inaperiodofrapiddevelopmentandthemarketoutlookisverybroad.Butatthesametime, thelogisticsenterprisesspecializinginthird-partylogisticsservicesarebecomingmoreand morecompetitive,andthethird-partylogisticsmarkettendstobecomesaturated.Inthis context,third-partylogisticsenterprises,especiallysmallandmediumlogisticsenterprises, howtosurviveinthefiercemarketcompetitionandprofithasbecomeanimportantissuetobe resolved.ZiboYCLogisticsislocatedinZiboCity,ShandongProvince,isathird-party logisticscompanythatintegrateswarehousing,distribution,logisticsconsulting,supplychain services.Withthefullcompetitionofthethird-partylogisticsmarketinZibo,thecompetitive environmentandmarketenvironmentfacedbyZiboYClogisticscompanyhaschanged dramatically,thecurrentcompetitivestrategyoftheenterprisehasbeenunabletoadapttothe developmentofthemarket,becomingahindrancetothefurtherdevelopmentofthecompany. Basedonthis,thisarticletakesZiboYCLogisticsCo.,Ltd.asanexampletostudythe company'scompetitivestrategyindepth. Thisarticlefollowsthelineof“proposingaproblem→analyzingaproblem→ solvingaproblem”,adoptingtheliteraturereviewmethod,investigationandresearchmethod, andcomparativeanalysismethodtocomprehensivelyanalyzetheinternalandexternal developmentenvironmentofZiboYCLogisticsCompanyandformulateacompetition suitableforitsowndevelopmentforitsselectionStrategytohelpenterprisesachievelong-term development.First,thisarticleadoptstheliteraturereviewmethod,introducesthetheories relatedtocompetitivestrategy,andthetheoreticaltoolsrelatedtothisstudy.Secondly,this articleadoptsthesurveyresearchmethod,usingthePESTanalysismethodandthefiveforce modelanalysismethodtoanalyzetheinternalandexternalofYClogisticscompany.A comprehensiveandsystematicanalysisoftheenvironmenthasbeencarriedout.Theresearch foundthatwiththestrongsupportofnationalpolicies,China'slogisticsinfrastructureis becomingmoreandmoreperfect,andthemarketdemandisincreasinglystrong.Theexternal developmentenvironmentofZiboYCLogisticsCo.,Ltd.isverygood,providingmore opportunities.However,italsofacescertainchallenges,suchasdiversificationofcompetitive subjects,diversifiedformsofcompetition,andrisingoperatingcosts.Atthesametime,the developmentofZiboYCLogisticsCo.,Ltd.alsohasuniqueadvantagessuchasunique geographicallocation,highcustomerloyalty,abundantresources,highpricecompetitiveness, 山东理工大学硕士学位论文ABSTRACT III safetymanagementnorms,etc.andislimitedbyfactorssuchasscale,personnelstructure, technicallevel,managementModes,institutionalmeasuresandotherdisadvantages;onthis basis,thepaperusestheSWOTanalysismethodtoclarifytheadvantages,disadvantages, opportunities,challengesofZiboYCLogisticsCompany,andusesquantitative analysis-QSPMmatrixtoquantitativelychoosedifferentiationforthecompanyCompetitive strategy;Finally,onthebasisofclearingthecompany'sdevelopmentvisionandgoals,ithas formulatedacompetitivestrategyimplementationplanforlogisticstechnologydifferentiation, businessservicedifferentiation,brandbuildingdifferentiation,customerservicedifferentiation, strategiccooperationdifferentiation,etc.Theimplementationmeasuresofhumanresources, businesscapitalandcorporatecultureareimplemented. Thispaperhascarriedoutanin-depthstudyonthedevelopmentandselectionof competitionstrategyofYCLogisticsCompanyinZibo,accordingtothetheoryandpractical thinking,andselectedadifferentiatedcompetitionstrategyforit,whichhasarealisticguiding effectonthetransformationanddevelopmentofenterprises,andalsohassomereference significanceforthedevelopmentofothersmallandmediumlogisticscompanies. Keywords：CompetitiveStrategy；LogisticsCompany；DifferentiationStrategy； QSPMmatrix 山东理工大学硕士学位论文目录 IV 目录 摘要......................................................................................................................................I ABSTRACT........................................................................................................................II 第一章绪论..............................................................................................................1 1.1选题背景及意义....................................................................................................1 1.1.1选题背景.....................................................................................................1 1.1.2选题意义.....................................................................................................2 1.2国内外研究现状....................................................................................................2 1.2.1国外研究现状............................................................................................2 1.2.2国内研究现状............................................................................................5 1.2.3研究评述.....................................................................................................6 1.3研究内容和方法....................................................................................................7 1.3.1研究内容.....................................................................................................7 1.3.2研究方法.....................................................................................................8 1.3.3技术路线.....................................................................................................8 第二章竞争战略理论基础.............................................................................................10 2.1战略管理理论概述.............................................................................................10 2.1.1战略与战略管理......................................................................................10 2.1.2战略管理流程..........................................................................................10 2.2竞争战略理论概述.............................................................................................11 2.2.1波特三大竞争战略..........................................