基于哈佛分析框架下的跨境物流企业综合分析——以中国外运为例
Comprehensive Analysis of Cross-Border Logistics Enterprises Based on Harvard Analysis Framework—Taking Sinotrans Limited as an Example

随着中国跨境电商行业的高速发展，跨境物流企业逐步进入大众视野。本文以中国外运为例，运用哈佛分析框架对其展开多角度分析。在战略分析部分，结合PEST分析、波特五力模型和SWOT分析，发现中国外运在国际市场上面临较大竞争压力。在会计分析和财务分析部分，选取公司2018~2023年的年报数据，看到中国外运的资产和盈利状况较为稳定。在前景分析部分，发现中国外运未来需要更多高质量人才。最后，结合分析中存在的问题，对中国外运提出拓展国际市场、提升客户服务水平、加强资产管理、注重人才培养等帮助性建议。
With the rapid development of China’s cross-border e-commerce industry, cross-border logistics enterprises have gradually entered the public vision. This paper takes Sinotrans Limited as an example and uses the Harvard analysis framework to analyze it from multiple angles. In the strategic analysis part, combined with PEST analysis, Porter’s five forces model and SWOT analysis, it is found that Sinotrans Limited is facing greater competition pressure in the international market. In the part of accounting analysis and financial analysis, the company’s annual report data from 2018 to 2023 are selected, and it is seen that the assets and profitability of Sinotrans Limited are relatively stable. In the prospect analysis part, it is found that Sinotrans Limited needs more high-quality talents in the future. Finally, combined with the existing problems in the analysis, it puts forward some helpful suggestions for Sinotrans Limited to expand the international market, improve customer service level, strengthen asset management, pay attention to talent training and so on.