發(fā)布時(shí)間：2018-03-28 20:13

  本文選題：TNT　切入點(diǎn)：CRO　出處：《上海外國(guó)語大學(xué)》2014年碩士論文

【摘要】：近年,隨著在日本及新加坡TNT臨床實(shí)驗(yàn)、生命科學(xué)領(lǐng)域冷鏈物流業(yè)務(wù)的成功發(fā)展。憑借其在冷鏈物流方面先進(jìn)管理理念、一流設(shè)備和豐富操作經(jīng)驗(yàn),TNT正向其在中國(guó)國(guó)內(nèi)的合作研究組織,簡(jiǎn)稱："CRO (Contract Research Organization)"類型的客戶,推出以臨床實(shí)驗(yàn)、生命科學(xué)領(lǐng)域?yàn)樾袠I(yè)背景的冷鏈物流高端服務(wù),以滿足此類客戶在中國(guó)日益增長(zhǎng)的高端冷鏈物流服務(wù)需求。 目前中國(guó)正成為即日、新之后CRO機(jī)構(gòu)著重開發(fā)的全球性新陣地,發(fā)展前景樂觀、市場(chǎng)相對(duì)廣闊。然而,不可回避的是中國(guó)政府、市場(chǎng)在政策體制、貿(mào)易合規(guī)以及管理理念上的滯后已在很大程度上導(dǎo)致了為合作研究組織提供冷鏈物流服務(wù)的供應(yīng)商之間無序、惡性的競(jìng)爭(zhēng)。這對(duì)于物流企業(yè)尤其是象TNT這樣的外資物流企業(yè)在中國(guó)臨床實(shí)驗(yàn)、生命科學(xué)領(lǐng)域的業(yè)務(wù)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(jìng)爭(zhēng)對(duì)手們不僅要在戰(zhàn)術(shù)上開拓創(chuàng)新領(lǐng)先一步,更要在戰(zhàn)略上未雨綢繆探索一個(gè)新的商業(yè)模式,為自身在中國(guó)市場(chǎng)的長(zhǎng)遠(yuǎn)生存與良性發(fā)展制定全新發(fā)展戰(zhàn)略,而非簡(jiǎn)單地生搬硬套其在國(guó)外同類客戶中的成功經(jīng)驗(yàn)和商業(yè)模式。 本文將運(yùn)用波特五力模型、營(yíng)銷學(xué)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(jié)出基于中國(guó)國(guó)內(nèi)市場(chǎng)、相關(guān)政策環(huán)境、限定目標(biāo)客戶以及主要競(jìng)爭(zhēng)對(duì)手等因素影響下,TNT應(yīng)如何制定其冷鏈物流發(fā)展戰(zhàn)略來應(yīng)對(duì)未來的競(jìng)爭(zhēng)與挑戰(zhàn)。 通過運(yùn)用戰(zhàn)略管理相關(guān)理論,并適當(dāng)借鑒前人的研究成果來加強(qiáng)本文的論點(diǎn),為TNT度身定制其冷鏈物流業(yè)務(wù)在中國(guó)市場(chǎng)針對(duì)合同研究組織的發(fā)展戰(zhàn)略。使得TNT在該細(xì)分市場(chǎng)中運(yùn)用此戰(zhàn)略能夠取得更多市場(chǎng)份額、獲得更多效益并保持其在該行業(yè)的領(lǐng)先地位。同時(shí)也希望該發(fā)展戰(zhàn)略能為其它外資物流企業(yè)在中國(guó)的冷鏈物流業(yè)務(wù)發(fā)展帶來一定借鑒意義及參考價(jià)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(xué)位授予單位】：上海外國(guó)語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F253

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