摘要我国的国际货运代理行业经历了从行业垄断到多样竞争，从单一服务到一体化服务的转型。中国加入ＷＴＯ后我国货运代理市场逐渐开放，企业数量短时间内迅速増加，而剧增的行业规模中，中小型企业占了８０％以上，市场的低端竞争非常激烈。因此，探讨中小型货代企业的发展对策对整个行业发展具有一定的价值和意义。金融危机的严重影响进一步加剧了货代市场的竞争，面对巧业洗牌，中小型货代企业也在积极地寻求出路。本文首先对行业发展的宏观环境、发展现状及变化趋势进行梳理，分析中小型货代存在的问题与原因以及面临的机遇，Ｗ此为基础总结出中小型货代企业进行经营策略调整的必要性。然后以典型的中小型货代企业ＹＨ公司为例，探究所要采取的发展对策，重点强调经营模式的创新，即基于网络化的虚拟经营和优质品牌服务的实施。笔者的核也观点是，在当前的经济形势与市场环境下，网络化的联合经营和优质品牌服务比单纯的价格竞争更能凸显企业竞争力与生存力。本文采取理论分析与数据统计相结合的方式，利用竞争相关理论和战略分析工具，探讨了中小型货代企业的发展对策，对当前特殊经济环境下的行业发展起到一定的借鉴作用，对行业的长远发展也起到一定的提示作用。本文可能的创新之处在于Ｗ最新的数据统计和理论分析相结合，丰富了行业研究理论体系。关键词：货运代理；中小型企业；发展对策；市场营销；AbstractChina'sinternationalfreightforwardingindustryhasexperiencedatransitionfrommonopolytodiversecompetition,fromsingleservicetointegratedservices.AfterChina'saccessiontotheWTO,China'sfreightforwardingmarkethasgraduallyopenedup,andthenumberofcompanieshasrapidlyincreasedinashortperiodoftime.Amongthelarge-scaleindustries,smallandmedium-sizedenterprisesaccountformorethan80%,andthelow-endmarketcompetitionisfierce.Therefore,toexplorethedevelopmentstrategyofsmallandmedium-sizedfreightforwardingcompanieshasacertainvalueandsignificanceforthedevelopmentoftheentireindustry.Theseriousimpactofthefinancialcrisisfurtherexacerbatedthecompetitioninthefreightforwardingmarket.Inthefaceofcleverreshuffling,smallandmedium-sizedfreightforwardingcompaniesarealsoactivelyseekingsolutions.Thispaperfirstsortsoutthemacro-environment,developmentstatusandchangetrendsoftheindustrydevelopment,analyzestheproblemsandcausesofthesmallandmedium-sizedfreightforwarding,andtheopportunitiestheyface.Basedonthis,itsumsupthenecessityofsmallandmedium-sizedfreightforwardingcompaniestomakebusinessstrategyadjustments.ThentakeYHcompany,atypicalsmallandmedium-sizedfreightforwardingcompany,asanexampletoexplorethedevelopmentstrategiestobeadopted,focusingontheinnovationofthebusinessmodel,thatis,theimplementationofnetwork-basedvirtualmanagementandhigh-qualitybrandservices.Theauthor'snuclearpointofviewisalsothat,inthecurrenteconomicsituationandmarketenvironment,networkedjointoperationsandhigh-qualitybrandservicescanhighlightthecompetitivenessandsurvivabilityofenterprisesmorethansimplepricecompetition.Thispaperadoptsacombinationoftheoreticalanalysisanddatastatistics.Usingcompetition-relatedtheoriesandstrategicanalysistools,itdiscussesthedevelopmentstrategiesofsmallandmedium-sizedfreightforwardingcompaniesandservesasareferenceforthedevelopmentoftheindustryinthecurrentspecialeconomicenvironment.Long-termdevelopmentalsoservesasareminder.Thepossibleinnovationofthispaperliesinthecombinationofthelatestdatastatisticsandtheoreticalanalysis,whichenrichesthetheoreticalsystemofindustryresearch.Keywords:freightforwarding;smallandmedium-sizedenterprises;developmentstrategies;marketing;目录..................................................
