基于AHP-SWOT分析的跨境电商企业公铁多式联运业务发展战略设计--以中铁快运为例

The Development Strategy Design of The Road-Rail Multimodal Transport Business of Cross-Border E-Commerce Enterprises Based on AHP-SWOT Analysis:Taking China Railway Express as An Example

“一带一路”倡议是我国重要的全球经济部署,国际贸易的加大、发达国家的经济封锁以及新冠肺炎疫情的持续影响,使得我国自主可控的跨国贸易愈加重要,正因如此,作为贸易的纽带,跨境电商公铁多式联运在运输领域也占有越来越重要的地位,然而涉及跨境的相关公铁多式联运鲜有学者研究。文章对我国跨境电商多式联运现状进行了分析,并从中铁快运为例,详细描述了该企业的多式联运业务,引入比较优势理论使用SWOT方法对其瓶颈问题进行分析并提出对策建议,最后使用AHP方法对SWOT进行了量化和改进,提出了中铁快运的总体战略建议。我们发现瓶颈问题主要在于多式联运的规章制度和运作模式并不完善、海关清关难等问题。因此,基于AHP-SWOT分析,建议中铁快运总体战略为业务创新战略和参与标准制定战略,即依托企业自身实际进行多式联运模式创新和运作创新,对企业的多式联运给出一套完整的解决方案,同时积极参与多式联运国家标准制定,向行业协会、政府部分反馈,助力解决多式联运中规章制度不一致的问题。

“The Belt and Road”is an important global economic strategic deployment of China.The increase in international trade,the economic blockade of developed countries,and the continued impact of COVID-19 have made China s independent and controllable transnational trade more important.For this reason,as the link of trade,cross-border e-commerce road-rail multimodal transport also plays an increasingly important role in the field of transportation.However,there are few scholars who have studied cross-border road-rail multimodal transport.This study analyzes the current situation of multimodal transport in China s cross-border e-commerce,taking China Railway Express as an example,and describes in detail the multimodal transport business of this enterprise.We introduce the theory of comparative advantage and use the SWOT method to analyze its bottlenecks and propose countermeasures.Finally,the AHP method is used to quantify and improve SWOT,then the overall strategic recommendations of China Railway Express are put forward.We find that the bottlenecks mainly lie in the imperfect regulations and operation mode of multimodal transport,and the difficulties in customs clearance.Therefore,based on the AHP-SWOT analysis,we suggest that the overall strategy of China Railway Express is a mix strategy including a business innovation strategy and a strategy for participating in the formulation of standards,that is,relying on the actual reality of the enterprise to carry out multimodal transport model innovation and operational innovation,and provide a complete solution for the multimodal transportation of the enterprise.Meanwhile,it can actively participate in the formulation of national standards for multimodal transport,and provide feedback to industry associations and governments to help solve the problem of inconsistent regulations in multimodal transport.