| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-16页 |
| Chapter 1 Introduction | 第16-19页 |
| 1. Research Background | 第16-17页 |
| 2. Research Object and Significance | 第17-18页 |
| 3. Research Contents | 第18页 |
| 4. Research Methodology | 第18-19页 |
| Chapter 2 Literature Review | 第19-24页 |
| 2.1 Basic Concept | 第19-22页 |
| 2.1.1 Competitive Strategy | 第19-20页 |
| 2.1.2 SWOT Method | 第20-22页 |
| 2.2 Thesis Review | 第22页 |
| 2.3 Study Technique | 第22-24页 |
| Chapter 3 Case Description | 第24-31页 |
| 3.1 External Environment | 第24-27页 |
| 3.2 Internal Environment | 第27-30页 |
| 3.3 Case Summaries | 第30-31页 |
| Chapter 4 SWOT Case Analysis | 第31-40页 |
| 4.1 Strength in Market Competition | 第31-34页 |
| 4.1.1 Established Brand | 第31页 |
| 4.1.2 Advanced Technology | 第31-32页 |
| 4.1.3 Strong Capital | 第32-33页 |
| 4.1.4 Advanced Concept | 第33-34页 |
| 4.2 Weaknesses in Market Competition | 第34-35页 |
| 4.2.1 Low Market Share | 第34页 |
| 4.2.2 High Operation Cost | 第34页 |
| 4.2.3 Low Flexibility | 第34-35页 |
| 4.2.4 Policy Restrictions | 第35页 |
| 4.3 Opportunities in Market Competition | 第35-37页 |
| 4.3.1 Changes of Domestic Labor Market | 第35-36页 |
| 4.3.2 Changes of Domestic Express Market | 第36页 |
| 4.3.3 Changes of Domestic Consumption Style | 第36页 |
| 4.3.4 Connection between Domestic Economy and International Economy | 第36-37页 |
| 4.4 Threats in Market Competition | 第37-40页 |
| 4.4.1 Improvement of Domestic Express Companies | 第37-38页 |
| 4.4.2 Potential Competition from Electronic Platforms | 第38页 |
| 4.4.3 Increasing Operation Cost in Express Industry | 第38页 |
| 4.4.4 Shock from the Development of Technology | 第38-40页 |
| Chapter 5 FEDEX’S COMPETITION STRATEGY | 第40-66页 |
| 5.1 Sustention and Cultivation of Core Competition Power | 第40-48页 |
| 5.1.1 Amelioration of Benefit | 第40-45页 |
| 5.1.2 Continuation of Training Opportunity | 第45-47页 |
| 5.1.3 Cultivation of Talent | 第47-48页 |
| 5.2 Integration and Optimization of Resource | 第48-54页 |
| 5.2.1 Application of Brand | 第48-50页 |
| 5.2.2 Combination of Resources | 第50-52页 |
| 5.2.3 Optimization of Network | 第52-54页 |
| 5.3 Extension and Innovation of Service | 第54-66页 |
| 5.3.1 Provision of Differentiated Service | 第54-56页 |
| 5.3.2 Accession of Electronic Business | 第56-60页 |
| 5.3.3 Extension of Service System | 第60-66页 |
| Chapter 6 Conclusion and Research Prospects | 第66-69页 |
| 6.1 Conclusion | 第66页 |
| 6.2 Other problem in further research | 第66-69页 |
| REFERENCE | 第69-70页 |
