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| 基于财务视角的企业竞争战略分析——以顺丰、圆通公司为例 摘要 由于受到高速发展的经济和一体化进程速度的加快的影响，消费者对于快递的需求量也日益上升。2020年全国范围内企业登记业务量达833.58亿件，收入8795.4亿元。并且随着快递网点基础设施的布局日益完善和先进的科学装备的应用和普及，快递行业的服务质量也得到了相应的改善。在快递市场中，主要有这三类企业：国有快递、民营快递以及国际快递。因此快递行业竞争十分激烈。面对残酷的市场竞争，快递企业只有提高自身的竞争力才能在激烈的竞争中获得一席之地，因此竞争战略的选择便显得尤为重要。 文章通过运用PEST分析法，对快递行业的政治法律环境，经济环境，社会文化环境，技术环境进行分析，在了解快递行业所处的生存与发展环境的基础上，将财务数据运用到五力模型，对顺丰快递和圆通快递的竞争战略执行的结果进行一个分析，得出顺丰快递差异化战略与圆通快递低成本战略执行结果较好的结论。并且为我国快递企业的发展提供一点意见，促进我国快递行业的高效，健康的发展。 关键词：竞争战略；五力模型；PEST分析法；快递行业 Abstract Due to the rapid development of economy and the acceleration of the process of integration, the demand of consumers for express delivery is also increasing. In 2020, the business volume of enterprise registration nationwide will reach 83.358 billion and the income will reach 879.54 billion yuan. And with the increasingly perfect layout of express network infrastructure and the application and popularization of advanced scientific equipment, the service quality of express industry has also been improved. In the express market, there are mainly three types of enterprises: state-owned express, private express and international express. Therefore, the express industry is very competitive. In the face of cruel market competition, only by improving their own competitiveness can express companies get a place in the fierce competition, so the choice of competitive strategy is particularly important. By using PEST analysis method, this paper analyzes the political and legal environment, economic environment, social and cultural environment and technical environment of express industry. On the basis of understanding the survival and development environment of express industry, this paper applies financial data to the five forces model to analyze the results of competitive strategy implementation of SF Express and Yuantong express, It is concluded that SF Express's differentiation strategy and Yuantong Express's low-cost strategy are better. And for the development of China's express enterprises to provide some advice to promote the efficient and healthy development of China's express industry. Keywords:competitive strategy; Five Forces Model; PEST analysis; Express delivery industry; 目录 摘要3 1 绪论1 1.1研究意义及研究背景1 1.1.1研究的背景1 1.1.2研究意义1 1.2企业研究方法及内容1 1.2.1研究方法1 1.2.2研究内容2 2 相关的理论基础3 2.1竞争战略概述3 2.1.1竞争策略3 2.1.2竞争战略的类型3 2.2五力模型3 2.3行业竞争程度、企业竞争战略与财务数据5 2.3.1行业竞争环境与财务数据5 2.3.2企业竞争战略与财务数据5 3 快递行业的现状及竞争程度分析6 3.1快递行业的PEST分析6 3.1.1政治环境6 3.1.2经济环境6 3.1.3社会环境6 3.1.4技术环境7 3.2快递行业的五力模型分析7 3.2.1行业竞争程度7 3.3本章小结13 4 两家快递企业的竞争战略选择与执行分析14 4.1两家企业竞争战略的选择14 4.1.1顺丰快递的战略选择14 4.1.2圆通快递的战略选择14 4.2竞争战略执行结果的分析14 4.2.1两家企业毛利率分析14 4.2.2两家企业周转率分析16 4.3 本章小结17 5 向两家公司战略执行性提出的建议18 5.1向顺丰快递战略执行性提出的建议18 5.1.1开拓电商市场，加强对新业务投入18 5.1.2完善产品体系，提高客户体验18 5.1.3加强网络覆盖，提高运作效率19 5.2向圆通快递战略执行性提出的建议19 5.2.1加强品牌打造，提高客户体验19 5.2.2加大研究投入，加强末端服务19 5.2.3完善考核制度，提高时效水平19 6 研究结论及展望21 参考文献22 致谢23 |
