發(fā)布時間：2018-03-28 20:13

  本文選題：TNT　切入點：CRO　出處：《上海外國語大學》2014年碩士論文

【摘要】：近年,隨著在日本及新加坡TNT臨床實驗、生命科學領域冷鏈物流業(yè)務的成功發(fā)展。憑借其在冷鏈物流方面先進管理理念、一流設備和豐富操作經驗,TNT正向其在中國國內的合作研究組織,簡稱："CRO (Contract Research Organization)"類型的客戶,推出以臨床實驗、生命科學領域為行業(yè)背景的冷鏈物流高端服務,以滿足此類客戶在中國日益增長的高端冷鏈物流服務需求。 目前中國正成為即日、新之后CRO機構著重開發(fā)的全球性新陣地,發(fā)展前景樂觀、市場相對廣闊。然而,不可回避的是中國政府、市場在政策體制、貿易合規(guī)以及管理理念上的滯后已在很大程度上導致了為合作研究組織提供冷鏈物流服務的供應商之間無序、惡性的競爭。這對于物流企業(yè)尤其是象TNT這樣的外資物流企業(yè)在中國臨床實驗、生命科學領域的業(yè)務發(fā)展提出了新的要求與挑戰(zhàn)。顯然外資物流企業(yè)相較于其在本土競爭對手們不僅要在戰(zhàn)術上開拓創(chuàng)新領先一步,更要在戰(zhàn)略上未雨綢繆探索一個新的商業(yè)模式,為自身在中國市場的長遠生存與良性發(fā)展制定全新發(fā)展戰(zhàn)略,而非簡單地生搬硬套其在國外同類客戶中的成功經驗和商業(yè)模式。 本文將運用波特五力模型、營銷學4P、4C和SWOT分析等理論多維度、全方位地解析TNT在日本、新加坡的冷鏈物流成功案例,提煉其中的成功要義,通過比較的方法總結出基于中國國內市場、相關政策環(huán)境、限定目標客戶以及主要競爭對手等因素影響下,TNT應如何制定其冷鏈物流發(fā)展戰(zhàn)略來應對未來的競爭與挑戰(zhàn)。 通過運用戰(zhàn)略管理相關理論,并適當借鑒前人的研究成果來加強本文的論點,為TNT度身定制其冷鏈物流業(yè)務在中國市場針對合同研究組織的發(fā)展戰(zhàn)略。使得TNT在該細分市場中運用此戰(zhàn)略能夠取得更多市場份額、獲得更多效益并保持其在該行業(yè)的領先地位。同時也希望該發(fā)展戰(zhàn)略能為其它外資物流企業(yè)在中國的冷鏈物流業(yè)務發(fā)展帶來一定借鑒意義及參考價值。
[Abstract]:In recent years, with TNT clinical trials in Japan and Singapore, the development of cold chain logistics business in life science has been successful. With its advanced management concept in cold chain logistics, First-rate equipment and rich operational experience are offering high-end cold-chain logistics with a background in clinical trials, life sciences, to its domestic cooperative research organizations in China, or "CRO contract Research Organization". To meet such customers in China's growing demand for high-end cold-chain logistics services. At present, China is becoming a new global position for the development of the new CRO institutions. The prospects for development are optimistic and the market is relatively broad. However, what we cannot avoid is the Chinese government, the market is in the policy system. Trade compliance and lag in management concepts have largely led to disorder among suppliers providing cold-chain logistics services to cooperative research organizations. Vicious competition. This is a clinical trial for logistics enterprises, especially foreign-funded logistics enterprises such as TNT, in China. Business development in the life sciences has raised new requirements and challenges. It is clear that foreign logistics companies, compared to their local competitors, have to take the lead not only in terms of tactics, but also in innovation. We should plan to explore a new business model in advance of the strategy, and develop a new development strategy for our long-term survival and benign development in the Chinese market, rather than simply copying its successful experience and business model in the same kind of foreign customers. In this paper, the author uses Porter's five-force model, marketing theory 4PX 4C and SWOT analysis to analyze TNT's successful cold chain logistics cases in Japan and Singapore, and refine the essentials of success. This paper summarizes how TNT should formulate its cold chain logistics development strategy to deal with the future competition and challenge under the influence of domestic market, relevant policy environment, limited target customers and main competitors. Through the use of relevant theories of strategic management, and appropriate reference to the previous research results to strengthen the argument of this paper, For TNT to customize its cold chain logistics business in the Chinese market for contract research organization development strategy, so that TNT in the market segment to use this strategy can obtain more market share, At the same time, it is hoped that the development strategy can bring some reference significance and reference value for the development of other foreign logistics enterprises in China.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F272;F253

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本文編號：1677865