|Project Title:||A study on the influencing factors of Thai Residents consumption on E-Commerce Platform|
|Author:||Ms. Yunlin Luo|
|Advisor:||Associate Professor Dr. Chao Qiu|
|Degree:||Master of Business Administration (International Program)|
|Major:||International Business Management|
National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020
Yunlin, Luo. (2019). A study on the influencing factors of Thai Residents consumption on E Commerce Platform. (Independent study, Master of Business Administration). Bangkok: Siam University.
Through the reform and opening policy, the Chinese economy has achieved unprecedented development. After entering the 1990s, the economic development level reached a certain level and the logistics and express service industry also was born and developed. With the rapid development of the domestic express delivery market ,over the past two decades, delivery companies have gradually grown from small workshops to large and medium-sized express companies.Since there are continuous changes in the express industry cycle, competition among domestic express market companies has intensified. At the same time, the four major international express companies (UPS, DHL, FEDEX, TNT) and other representative international companies have also entered the domestic express market. After 20 years of rapid development, SF Express has become a leading private enterprise in China’s express delivery industry, and is currently in a fierce and ever-changing competitive environment. So, how to survive and develop in this competitive environment is current issue faced alone with. This article uses strategic management theory, PEST/SWOT and other methods and tools to analyze the development strategy of SF Express.
This article first used the PEST analysis method to analyze the external environment,such as macro and industry, and then analyzed the internal environment,such as key internal environmental factors, internal resources and capabilities of SF Express; the basis of internal and external environmental analysis for SF Express to better understand the opportunities and threats, advantages and disadvantages it faces. Based on the opportunities and threats faced by SF Express and its advantages and disadvantages, SWOT was used to match, compare and research the four strategies, so the company can choose a development strategy. The development strategy construct included company-level strategy, management-level strategy and functional-level strategy. The company-level strategy includes intensive growth strategy, integrated strategy, diversification strategy, international business strategy, etc., and the management-level strategy is a comprehensive application of differentiation strategy, overall cost leadership strategy, and focus strategy, which clarified the development of SF Express’s direction. On the basis of the overall direction and strategy, SF Express has formulated medium and long-term development goals; elaborated the implementation steps and key points of the development strategy in more detail. Through the adjustment of the organizational structure, the decomposition of strategic objectives and the implementation of the action plan, the resource allocation of the strategy implementation and the management matching of strategy implementation are described in depth. At the same time, the article also took the corresponding solutions of the main difficulties,and obstacles in the implementation of the strategy were proposed to ensure a smooth implementation of the strategy.
Keywords: SF Express; development strategy; swot analysis; competitive landscape.
A study on the influencing factors of Thai Residents consumption on E Commerce Platform
Master of Business Administration (International Program), Siam University, Bangkok, Thailand
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