物流企业服务创新的战略选择研究

物流企业服务创新的战略选择研究Research on Strategic Choice for Logistics Service

Innovation

摘要

我国物流企业长期以比拼功能服务价格进行市场竞争,要改变这种低层次竞争状况,必须要超越传统物流服务模式,实现创新,从提供物流服务到进行物流合作,以取得双赢的效果。我国大部分物流企业仍然主要在提供运输、仓储等功能性物流服务，通过比拼功能服务价格进行市场竞争。要改变这种状况，一个重要方面就是要超越传统物流服务模式，在服务理念、服务内容和服务方式上实现创新。首先，要认清一体化物流与功能性物流在服务性质、服务目标和客户关系上的本质区别，树立全新的服务理念；其次，要在运输、仓储、配送等功能性服务基础上不断创新服务内容，实现由物流基本服务向增值服务延伸，由物流功能服务向管理服务延伸，由实物流服务向信息流、资金流服务延伸，为客户提供差异化、个性化物流服务；同时，要根据客户需求，结合物流企业自身发展战略，与客户共同寻求最佳服务方式，实现从短期交易服务到长期合同服务，从完成客户指令到实行协同运作，从提供物流服务到进行物流合作。传统运输、仓储企业向第三方物流企业转变的重要标志，是企业能否为客户提供一体化物流服务，是否拥有结成合作伙伴关系的核心客户。从目前情况看，我国大部分物流企业仍然主要在提供运输、仓储等功能性物流服务，通过比拼功能服务价格进行市场竞争。要改变这种状况，一个重要方面就是要超越传统物流服务模式，在服务理念、服务内容和服务方式上实现创新。

为了在竞争中立十不败之地，第三方物流企业必须不断按照消费者的需求开发新的服务，从而可以在一定程度上形成差异;第二方物流企业要实现持续发展与成长，也使得TPL进行物流服务创新是十分必要的。在进行物流服务创新过程中，企业通常面临着如何将创新方向与企业竞争优势能力合理地结合，将自身优势发挥到最大，获取的效益最多，从而确定企业最佳创新战略方向及路径的决策。本文为了研究物流企业进行服务创新战略与其自身优势能力匹配问题以及求解最优战略路径问题，首先讨论了服务创新的一般性特征，并结合波特竞争战略理论，得出了分析物流企业服务创新战略的一般性框架。

关键词：物流服务创新；战略选择；第三方物流

ABSTRACT

Logistics enterprises in China competition features service price competition in the market to change this low level of competition, must go beyond the traditional model of logistics services, innovation, from the provision of logistics services to logistics cooperation and win-win results. Most of the logistics enterprises in China is still mainly in the transportation, warehousing and other functional logistics services by Competition features service price competition in the market. To change this situation, an important aspect is to go beyond the traditional model of logistics services, innovation in the service concept, content and services the way. First, we must clearly understand the logistics of integrated logistics and functional in the essential difference between the nature of service objectives and customer relations, and establish a new service concept; Secondly, in transportation, warehousing, distribution and other functional services based on innovative services content, basic logistics services to extend the value-added services by the logistics function service extends to the management services, from real logistics services to the information flow, capital flow and extend services to provide customers with differentiated, personalized logistics services; same time, according to the customer demand, combined with their own development strategies of logistics enterprises, together with our customers to find the best service and complete customers' orders to implement work together to achieve short-term trading services to long-term contracts services from the provision of logistics services to logistics cooperation. Traditional transportation, warehousing companies marks the transformation to the third-party logistics enterprises, enterprises can provide customers with integrated logistics services, has partnered core customers. From the current situation, most of the logistics enterprises in China is still mainly in the transportation, warehousing and other functional logistics services by Competition features service price competition in the market. To change this situation, an important aspect is to go beyond the traditional model of logistics services, innovation in the service concept, content and services the way.

In order to remain invincible in the competition, requiring TPL companies develop new services in accordance with consumer demand, which can differ to some extent. A TPL company to achieve sustained development and growth, which also makes the logistics service innovation necessary. In logistics service innovation process, companies often face how to combine the direction of innovation and the ability of competitive advantage reasonably, and then decide the best path of innovation, strategic direction.This paper analyzes the complexity and dynamic nature of logistics service innovation, using economic cybernetics theory establishes the model of logistics service innovation strategy, identifies the suitable choose of logistics service innovation strategic direction, then determines the best service positioning strategy in TPL's service innovation process.

KEYWORDS:Logistics Service Innovation; Strategy Innovation; Third-Party Logistics;