EVALUATION AND SELECTION OF EXPRESS DELIVERY SERVICE PROVIDER.docx

EVALUATION AND SELECTION OF EXPRESS DELIVERY SERVICE PROVIDER.docx

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EVALUATIONANDSELECTIONOFEXPRESSDELIVERYSERVICEPROVIDER

外文原文

EVALUATIONANDSELECTIONOFEXPRESSDELIVERYSERVICEPROVIDER

BASEDONANALYTICNETWORKPROCESSMETHOD

ABSTRACT

Expressdeliveryservicehasbecomeanewlydevelopedareainlogisticsindustry,duetoitsadvantageofspeed,serviceandprofit.ThispaperanalysesthedevelopmentsituationofChineseexpressdeliverymarketandfindoutthatinternationalexpressenterprises,ChinaEMSandprivateexpresscompaniesarethemajorthreecompetitionpartiesinthismarket;meanwhileinternationalexpress,intercityexpressandinner-cityexpressservicearethemainbusinesstypeofthismarket.Becauseofthenotabledifferencesonbusinessnetwork,marketfocus,informationmanagementandservicequalityofthosethreecompetitors,thereareacertaindegreeofdifficultyforcustomertoselectaproperexpressserviceprovider.BasedontheanalysisofChineseexpressdeliverymarket,asetofevaluationindexforexpressserviceproviderisestablished.Applyinganalyticnetworkprocess（ANP）method,anevaluationmodelisbuiltaccordingtotheestablishedindex.UtilizingthisANPmodel,aselectionandevaluationprocessissimulatedforaclientcompany.Theresultindicatesthattheestablishedmodelcanauthenticallyevaluatedifferentserviceproviders;theapplicationofANPmethodwillhelpclientcompanytoselectaproperserviceprovidereasilyandconveniently.

1INTRODUCTION

Expressdeliveryisaspeciallogisticsservicewhichinitiatedfrom1960s.Itisdefinedas:

consigneedelivershipper’sgoodstothedestinationortocustomerwiththefastesttransportationmode（XuandShi,2007）.Themajorobjectsofexpressdeliveryarebusinessdocuments,files,drawings,tradingbillingsandsmallparcelssuchassamples,highvalueproducts,businessgiftsandhomebelongings.Theoperationmodeofexpressdeliveryisdifferentfromthatofpostsystemforitsspeed,safety,highefficiency,door-to-doorabilityandaccurateenquiryofgoodsinformation.TherearethreekindsofserviceprovidersinChineseexpressdeliverymarket,wholeadtheirsegmentedmarketrespectively.Basedontheanalysisofeachprovider’scharacters,thispapersimulatesaserviceproviderselectionprocessbyapplyingtheanalyticnetworkprocess（ANP）methodaccordingtotheservicedemandofafreightforwardingcompany.

2THEOVERALLSTRUCTUREOFCHINESEEXPRESSDELIVERYMARKET

ThegeneralenvironmentofChineseexpressdeliverymarketcanbedescribedas“theThreeKingdomsinvolvethreeparts”.Intermsofthose“threeparts”,itreferstothethreemarketsections:

namelyinternationalexpressdeliverymarket,intercityexpressdeliverymarketandinner-cityexpressdeliverymarket.Thesethreeexpressdeliverybusinesseshavedifferentproductionelement,operationmode,runningruleandserviceobjectineachsegmentedmarket.Thisdissimilaritythereforerequiresdifferentserviceprovidersindifferentsegmentedmarket.Intermsofthose“threekingdoms”,itreferstothethreetypesofserviceprovidersjoininginthecompetition.Theclassificationofthoseprovidersisasfollows:

􀁺Thejointventuredcompanieswhicharecomposedofinternationalexpressdeliverygiant（suchastheGiantFour:

UPS,TNT,FedExandDHL）andlocalexpressdeliverycompanies;

􀁺Thetraditionalexpressdeliverycompanywhichhaveastronggovernmentadministrationbackground,itsrepresentativeisChinaExpressMailService（EMS）;

􀁺Localcompanieswhichhaveneitherforeigninvestmentnoradministrationbackground,itsrepresentativearenumerousprivateexpressdeliverycompanies.Thethreedifferenttypesofenterprisescompeteatdifferentmarketlayer,whichmakeChineseexpressdeliverymarketformedadiversifiedcompetitionsituation.

2.1InternationalGiant

Internationalexpresscompanieshaveallbuiltpowerfulglobaldeliverynetworks,soastohelpconstructasolidfoundationofeffectiveandfastcustomerservice.Itiswellknownthatservicecoverageistherootofexpresscompany,sobusinessnetworkistheguaranteeforall.ToenlargetheirmarketshareinChineseboomingmarket,theGiantFoursynchronouslyputtheirdevelopmentkeystoneontheconstructionofnetwork.NowadaystheGiantFourhaveoccupiedabout70%ofChineseinternationalexpressmarket（Researchgroup,2006）.TheirbusinessisfocusedonChinesecoastalareasandcentercitieswheregatheringmanyforeigninvestorsandrunninggreatnumberofbusinessaffairs.Bydoingthis,theysuccessfullyincreasedtheiryieldandavoidingunnecessaryexpenditure.Moreover,anotherimportantvictorstrategyofthoseinternationalexpressgiantsistotaketheadvantageoftheirpositiveworldwidebrandimagetodevelopoverseascustomerswhohavethedemandforinternationaltransmittalwithChinesecompanies.Meanwhile,thehugedomesticexpressmarketisalwaysdrawingtheirattention.Inrecentyears,theyareenjoyinganincreasingmarketshareinChineseexpressmarket.Dependingonthestrongfinancialsupportandadvancedmanagementexperience,InternationalGiantshaveappliedmanycut-edgedinformationtechnologiesintoexpressbusiness,suchasfreecustomerservicetelephonenumber,real-timeenquirysystem,andCustomconnectedEDIsystem.Inaddition,Chineseexpresscompaniescannotcatchupwiththeirforeigncompetitorswhocanprovideacompletedlogisticssolutionandall-dimensionalservicetoclients.

2.2ChinaEMS

ChinaPostEMSpossessesanationwidetransportationandmailingnetwork,whichcoversalmostallthecitiesandcountiesinChina.Besides,Chinesepostsystemhasitsownlogisticsnetwork,whichembodyaspecialadvantageinthepracticeofe-commerceandproductdistribution.InvirtueofthenetworkofUniversalPostalUnion（UPU）,theserviceofEMShasreachedover200countriesandmorethan1900citiesinChina（Zhou,2006）.NowChinaEMShasbecomeanexpressserviceproviderwiththelargestbusinessscaleandservicecoverage.Currently,ChinaEMSistheleaderofdomesticexpressmarket,especiallyonthebusinessofintercitydelivery.However,differentfromotherlogisticscompanies,ChinaEMSisactuallyalogisticscompanystemmingfromChinaPost.Dependingonthestrongcreditfromthegovernmentaswellastheadvancedmailingnetworkandcomprehensivetransportationability,ChinaEMSobtainsastrongcompetitiveadvantageinChineseexpressmarketespeciallyinthecentralandwesternareas.Intermsofinformationability,thebasiccommunicationnetworkofChinaPosthascoveredmostlogisticsnodes,neverthelesstheinternalshareofinformationhasnotrealized,nottomentionprovidethereal-timetrack-and-traceserviceforcustomers.Thelogisticssystemofscheduling,inventoryandordermanagementisnecessarytobedevelopedandperfected.Thankstothegoodbrandimageandextensivebrandawareness,ChinaEMShaspromisedtocontinuouslylaunchvarioushighqualityservices.Evenmore,tosatisfyitscustomers,ithasplannedtoprovidecustomizedserviceinapropertime

2.3Privateexpresscompany

Privatecompanieslaunchedthebusinessofexpressdeliveryservicenotlongago;therefore,theconstructionofdistributionnetworkhasnotbeenperfected.Anationwidenetworkismuchneededtobecompleted.However,privatecompaniesfocusontheregionalbusiness,amatureregionaldistributionnetworkhasbeenoperatedineveryconcentratedmarket,especiallyinYangtzeRiverDeltaandPearlRiverDelta.Moreover,bymeansofrentingandcooperationprivatecompaniesobtaintheairtransportationcapabilityacrossseveralregionssothattheycanrunexpressserviceamongthoseregions.Privatecompaniestargetaclearandspecialmarketpositiontoavoidthedirectcompetitionwithitspowerfulrivals.Over90%oftheirbusinesscomesfromthosecompaniescarryingimport-exportbusiness,suchasforeigninvestedenterprises,internationalfreightforwardingcompanies,shippingcompanies,Custom,CommodityInspectionBureau,travelagencyandsoon（Wei,2005）.Thus,privateexpresscompaniesfocusthemselvesonthebusinessofcommercialexpressdelivery.Althoughprivateexpresscompanyisrelativelyyounganddoesnothavestrongcapitalpower,itstillspentagreatinvestmentontheconstructionofadvancedinformationsysteminordertoenhancecustomersatisfaction.Theadvantageofprivatecompaniescomesfromitsflexibilitywhichremediesthemarketgapbymeansofprovidingcustomizedandspecialservicetocustomers.Inshort,privatecompaniescompetedomesticnetworkandpricewithInternationalGiants;competespeedandinformationwithChinaEMS.Theycanrealizethelowestpriceandbestserviceincertainregionalmarket.

3EVALUATIONINDEXFOREXPRESSDELIVERYPROVIDER

BecauseInternationalGiant,ChinaEMSandprivateexpresscompanyarethethreetypicalserviceprovidersinChineseexpressmarket.Thesethreehavetheretypicalcharactersinnetworkcoverage,marketposition,informationmanagementandservicequality.Therefore,itbecomescrucialtoselectaproperserviceprovideraccordingtotheuser’sservicedemand.Inthecourseofcooperation,therelationofthetwopartiesisnotmerelyatradingrelation.Companiesusuallywishtoestablishastableandlonglastingcooperationrelation.Inmoderncompetition,high-qualitydeliveryservicehasbecomeaveryimportantcomponentintheoverallconceptofaproduct.Themostcriticalfactor（suchascost）intraditionaltrademaybesubstitutedbytherequirementonservicequalityandcustomersatisfaction.Basedonthecharactersofexpressdeliverybusinessandconsultingsomerelatedliteratures（Heetal.,2006,Huetal.,2006）,thispaperputforwardthefollowingindexforevaluatingexpressserviceprovider: