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

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.