导　　师： 蓝海林

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 中国邮政集团公司是一家具有百年历史的中央直属的特大型国有企业,是国家重要的社会公用基础设施,广东省邮政公司是中国邮政属下最大的一个省级邮政企业。20世纪90年代以来,中国邮政针对全球信息化、网络化发展趋势,提出了发展邮政电子商务、建设现代化邮政的战略,作为地处改革开放前沿阵地的广东邮政对此进行了一系列尝试性探索。 本文第一部分案例主体,首先描述了中国邮政集团公司和广东省邮政公司的发展历程及现状,并介绍了广东邮政发展电子商务的背景以及几年来电子商务发展历程,从电子商务切入到以后遇到的发展瓶颈,期间经历了发展定位不清晰、业务盲目扩展、业务收入下降等困难。 本文第二部分案例分析,首先分析了当时国内外电子商务的概况,然后利用PEST分析方法和迈克尔.波特教授的“五力模型”对该企业的外部环境进行了分析,可以看出广东邮政作为具备金融、实物送递、信息“三流合一”优势的企业,必须抓住机遇通过电子商务发展传统邮政业务,创新发展新业务才能获得可持续发展的机会。接着,对广东邮政相关政策、资源进行了详细的分析,并做出了相关的SWOT模型和价值链的分析,得出广东邮政在网络、品牌、渠道等资源具有突出的优势,但在机制、资金、人才方面劣势明显,必须依托邮政资源,坚持“有所为,有所不为”的发展战略,在重点行业进行重点突破,发展邮政特色的电子商务道路。文章最后分析了该企业应采取的目标市场选择和竞争战略,并提出相应的市场进入战略和品牌发展战略。 China Post Group is a century-old large state-owned enterprise directly under the central government, and it is a national important social public infrastructure, Guangdong Post Corporation is the largest province level postal enterprises under China Post. Since 1990s, for the global information and network technology development, China Post has put forward the development of postal e-commerce and the strategy of building a modern China Post. AS a forthgoer in Reform and Opening, Guangdong Post has conducted a series of tentative exploration. The case body in the fist part of this article, firstly, describes the development history and current situation of China Post and Guangdong Post, and then, introduces the background of the e-commerce development in Guangdong Post , and the e-commerce development process in recent years, from the e-commerce beginning to a later development bottleneck, during which Guangdong Post experienced many difficulties, such as unclear development orientation, blindness business expansion and declined revenue. The second part of this article, case analysis, firstly analyzes an overview of internal and external e-commerce in those years, secondly, by analyzing the external environment of the enterprises by using PEST analysis method and Prof. Michael Porter's 'five-force model', we can see that, as a finance, logistics, information“three in one”enterprise, we must seize the opportunity to develop traditional postal services through e-commerce, and to exploit a new innovation business so as to achieve continuable development chances. Thirdly, after making a detailed analysis of Guangdong Post’s policies, resources, SWOT model and value chain, we recognize that there is an outstanding advantage in Guangdong Post's network, brand, channel and other resources, and also a disadvantage in Guangdong Post's mechanism, fund and talent, we must rely on the postal resources, adhere to the 'Something must be done, and Something not' development strategy, break through in key industries, and develop the postal e-commerce. Finally, this article makes an analysis of which target market choice and competition strategy should the enterprise takes, and proposes the strategies of the appropriate market entry and the brand development.

关 键 词： 邮政 电子商务 竞争战略

分 类 号： [F618]

领　　域： [经济管理]