Improved SWOT Approach for Strategic Constructing in China Worldwide Express Mail Service

Xuping Wang (), Jun Zhang () and Ting Yang ()
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Xuping Wang: Dalian University of Technology
Jun Zhang: Dalian University of Technology
Ting Yang: Dalian University of Technology

A chapter in LISS 2013, 2015, pp 1355-1361 from Springer

Abstract: Abstract Currently, the development of e-commerce greatly promotes the express industry in China. But the market share of Worldwide Express Mail Service (EMS) dropped year by year. EMS must grasp the market opportunity; recognize the environment and its own status to maintain its core competitiveness. This paper proposes a hybrid qualitative and quantitative SWOT model to make optimal strategies for EMS, try to break the gap between the SWOT analysis and strategic options. The SWOT-AHP model is used to analyze the external and internal environment factors of EMS. Then we confirm the market position of EMS by using strategic quadrilateral model. Finally we make optimal strategies through analyzing of correlation rules on its market position. The results show that EMS should exploit S1, S2, S3 strengths and make use of O1, O4, O5 opportunities.

Keywords: EMS; Improved SWOT approach; SWOT-AHP model; Strategy analysis (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40660-7_203

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DOI: 10.1007/978-3-642-40660-7_203

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