​A Comparative Study on Differentiation Strategies of Express Delivery Enterprises under Direct-operated and Franchise Models: A Case Study of SF Express and the "Tongda" Companies

A Comparative Study on Differentiation Strategies of Express

Delivery Enterprises under Direct-operated and Franchise Models: A

Case Study of SF Express and the "Tongda" Companies

CHEN Jingxi

[Abstract]  Against the hackdrop of the express industry shifing from scale expansion to high qualitydevelopment, this paper compares differentiation strategies under direct operated (SF Holding) and franchise(Tongda System) models. Using case study and comparative analysis methods, along with Porter's Five Forcesand Transaction Cost Theory, the study finds that the two models create distinct cost structures and competitivelogics: SFs unit cost is about RMB18.5, while Tongda's is only RMB 1.83 2.3. SF builds its differentiationharriers through product, service, brand, and technology, but faces rising costs, competition, and price wars, Itsresponse strategies include technology enabled cost reduction, service upgrading, and model innovation. SF'sdifferentiation strategy is sustainable with continuous innovation and service improvement, Meanwhile, Tongdaenterprises are enhancing service quality via digital transformation, driving the industry from price hased toquality based competition.

[Keywords] Direct Operation Model; Franchise Model; Differentiation Strategy; SF Express; Tongda System

[原文下載][Download PDF]