| ACKNOWLEDGEMENT | 第5-6页 |
| ABSTRACT | 第6-7页 |
| 摘要 | 第8-9页 |
| LIST OF ABBREVIATIONS | 第9-18页 |
| 1. Introduction | 第18-24页 |
| 1.1 Research background and raise of problems | 第18-20页 |
| 1.1.1 Research background | 第18-20页 |
| 1.1.2 Raise of issues | 第20页 |
| 1.2 Research content and significance | 第20-21页 |
| 1.3 Research method and framework | 第21-24页 |
| 1.3.1 Research method | 第21-22页 |
| 1.3.2 Research framework | 第22-24页 |
| 2. Literature review | 第24-35页 |
| 2.1 related concepts | 第24-25页 |
| 2.1.1 Third-Party Logistics | 第24页 |
| 2.1.2 International freight forwarding and non-vessel operating commoncarrier | 第24-25页 |
| 2.1.3 Competitive strategy | 第25页 |
| 2.2 Theories related to the competitive strategy of the enterprise | 第25-32页 |
| 2.2.1 School of industrial structure | 第26-27页 |
| 2.2.2 School of enterprise resources | 第27-28页 |
| 2.2.3 School of enterprise capacity | 第28-29页 |
| 2.2.4 Research on competitive strategy in China | 第29-32页 |
| 2.3 Research on enterprise of international freight forwarding and the Third-PartyLogistics | 第32-34页 |
| 2.3.1 Research on enterprise of international freight forwarding | 第32-33页 |
| 2.3.2 Research on Third-Party Logistics | 第33-34页 |
| 2.4 Summary | 第34-35页 |
| 3. Introduction of DS (South China) Company and challenges faced | 第35-40页 |
| 3.1 Introduction of DS (South China) Company | 第35-37页 |
| 3.2 Current competitive status and challenges faced by DS (South China) Company | 第37-40页 |
| 4. Analysis of the external environment and internal resource of DS (South China) Company | 第40-69页 |
| 4.1 Analysis of the external environment of DS (South China) Company | 第40-57页 |
| 4.1.1 Macro-environment analysis | 第40-49页 |
| 4.1.2 Analysis of the competitive environment of international freightforwarding industry | 第49-57页 |
| 4.2 Analysis of internal resources of DS South China Company | 第57-69页 |
| 4.2.1 Analysis of human resource | 第57-59页 |
| 4.2.2 Analysis of financial resources | 第59-61页 |
| 4.2.3 Analysis of the network, IT and brand resources | 第61-64页 |
| 4.2.4 Analysis of internal management level | 第64-69页 |
| 5. Analysis of the original strategic issues of DS South China Company | 第69-77页 |
| 5.1 Analysis of competitive strategy and market positioning | 第69-70页 |
| 5.2 Analysis of service products | 第70-73页 |
| 5.3 Analysis of marketing | 第73-75页 |
| 5.4 Analysis of Service capability | 第75-77页 |
| 6. Choice and implement of competitive strategy of DS South China Company | 第77-89页 |
| 6.1 New strategic goal of DS South China Company | 第77页 |
| 6.2 New market positioning of DS South China Company | 第77-78页 |
| 6.3 Analysis of SWOT and strategy selection | 第78-84页 |
| 6.3.1 Analysis of SWOT | 第78-79页 |
| 6.3.2 Strategy Selection | 第79-84页 |
| 6.4 Implementation of competitive strategy of DS South China Company | 第84-89页 |
| 6.4.1 Adjust organizational structure | 第84-85页 |
| 6.4.2 Reinforce financial support and guarantee | 第85-86页 |
| 6.4.3 Innovate incentive system and reinforce marketing | 第86-87页 |
| 6.4.4 Improve human resource system | 第87-89页 |
| 7. Conclusion and prospect | 第89-91页 |
| 7.1 Conclusion | 第89页 |
| 7.2 Prospect | 第89-91页 |
| REFERENCE | 第91-92页 |
