以虚拟经营提升中小国际物流运输代理企业的核心竞争力
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摘 要
中国加入 WTO 后，货源市场的大幅增长将为中国货代业带来前所未有的机
遇和商机。我国的进出口贸易会有明显的增长，集装箱货物与散货运输都会有较
大幅度的增加，货代的业务量也将有显著的增加。
同时，货代业也将面临巨大的挑战，运费差价和佣金作为货代企业利润主要
来源的地位开始动摇。我国目前国际货运代理业的现状可用 4个字来概 括——
“小”（经营规模小、资产规模小）、“少”（服务功能少、专业人才少）、“弱”（竞
争力弱、融资能力弱）、“散”（服务质量参差不齐、缺乏网络或网络分散，经营秩
序不规范）。网络化程度不足是中小货代企业的“软肋”所在，横向的网络化程度
不足，影响企业业务量的增长；纵向的网络化程度不足，影响企业纵深服务能力，
这对于现在和未来的经营都是不利的。
在竞争日益激烈的货代市场中，用传统的扩张方式迅速建立起规模化的横向
和纵向的网络，对中小货代企业而言都不现实。而基于虚拟信息平台组建虚拟联
盟的方式可以使中小货代理企业在保持个体独立性的前提下，迅速建立横向和纵
向的网络，使业务规模和业务的纵深能力有所突破，增强议价能力和纵深服务能
力，最终使企业自身和整个虚拟企业的核心竞争力得到提升。达到多赢的局面。
同时，本文认为通过虚拟联盟信息平台组建虚拟企业的经营方式也存在风险。
如：核心竞争力定位偏差，虚拟伙伴选择不当等，并提出了解决的方案。
关键词：国际货物运输代理 核心竞争力 虚拟经营 风险规避
2
ABSTRACT
After China joins WTO, outward cargo market is getting a large growth,which will
bring the unprecedented opportunity. Our country's import-export trade will be able to
have the obvious growth, the containerized freight and the bulk cargo transportation all
can have the great scope increase. Freight forward also has remarkable increase as well
as amount of import-export.
At the same time, the freight forward industry will also face the huge challenge, the
transport expense price difference and the commission starts as the freight forward of
enterprise profit main origin status to vacillate. At present,international freight forward
industry present 4 characters:small(management scale small, property scale small);
few:(service function few, professionals few);weak(competitive power weak, financing
ability weak);disperse(grade of service irregular, network is dispersible, management is
out of order). The deficiency of network is the main problem. The of crosswise network
affects the business qulity;The deficiency of longitudinal network affects the the
business qutity. Not only is the deficincy disadvantageous for the situation now but for
the future.
At the same time, There also has the risk through the virtual alliance information
platform way to establish virtual alliance, for example: deviation of core competitive
localization, the wrong choice of virtual partner etc, and proposed the solution plan.
Key word: Freight forward，core competitiveness，virtual business,
risk circumvention
目 录
摘要
ABSTRACT
第一章 绪论 ········································································································1
§1.1 研究背景 ································································································ 1
§1.2 研究现状 ································································································ 2
第二章 我国国际货物运输代理企业行业现状 ····························································· 4
§2.1 国际货物代理的定义和业务范围 ································································· 4
§2.2 我过国际货物运输代理行业的挑战 ·······························································5
§2.3 我国国际货物运输代理企业的市场机遇与出路 ················································7
§2.3.1 我国国际货物运输代理企业的机遇 ······················································ 7
§2.3.2 我国国际货物代理行业的 SWOT 分析 ·················································· 8
§2.3.3 我国货代企业发展方向 ······································································8
§2.4 国际货物代理企业的传统运作模式 ···························································· 12
§2.5 中小国际货物运输代理服务的虚拟经营 ······················································· 13
第三章 虚拟企业构建的一般模式 ··········································································· 16
§3.1 虚拟物流企业的定义 ···············································································16
§3.2 虚拟企业的特点 ·····················································································16
§3.3 虚拟经营与企业的核心能力 ······································································ 17
§3.4 虚拟企业的一般构建模式 ·········································································18
§3.4.1 虚拟物流企业构建的步骤 ································································· 18
§3.4.2 虚拟物流企业的生命周期。 ····························································· 19
第四章 货代企业供应链纵向虚拟经营 ····································································· 21
§4.1 纵向虚拟经营有助于提升中小货代企业的核心竞争力 ····································· 21
§4.1.1 提高信息交互效率，降低成本。 ························································ 21
§4.1.2 虚拟经营使外贸企业管理扁平化和经营平行化 ······································21
§4.1.3 提高信息的透明度，增加客户满意度 ················································· 22
§4.2 纵向供应链虚拟企业联盟平台的构建 ························································· 24
§4.2.1 平台技术框架 ················································································24
§4.2.2 平台结构 ······················································································25
§4.2.3 平台功能设计 ················································································26
第五章 中小国际货物运输代理企业横向虚拟经营 ······················································31
§5.1 横向虚拟经营有助于提升中小货代企业的核心竞争力 ····································· 31
§5.1.1 迅速扩大自身的业务规模，获得规模效应 ··········································· 31
§5.1.2 有效整合各虚拟联盟成员的资源 ························································ 32
§5.2 合作伙伴的选择 ·····················································································33
§5.2.1 过滤 ····························································································34
§5.2.2 筛选 ····························································································35
§5.2.3 确定相容的合作伙伴的最佳组合 ······················································· 36
§5.2 虚拟联盟企业间合作利益分配 ···································································37
4
第六章 中小货代企业虚拟经营的风险分析和规避 ······················································42
§6.1 中小货代企业虚拟经营的风险 ··································································· 42
§6.2 中小货代企业虚拟经营风险的规避 ····························································· 43
结论 ················································································································· 45
参考文献 ··········································································································· 46
在校期间公开发表的论文 ······················································································48
致 谢 ·············································································································· 49
第一章 绪论
1
第一章 绪论
§1.1 研究背景
改革开放二十多年来，伴随着我国对外贸易的高速增长，我国国际货运代理
业的发展方兴未艾，已成为一个初具规模的新兴服务产业。中国加入 WTO 后，
货源市场的大幅增长将为中国货代业带来前所未有的机遇和商机。随着我国加入
世贸组织承诺的逐步实施、市场准入限制的逐步降低、投资环境的进一步改善、
WTO 各成员国对我国进出口贸易障碍的逐步减少或取消、我国对外进出口关税水
平的降低或取消与非关税措施的取消或减少、国家各项鼓励出口政策的实施与落
实、国有企业进出口能力的大大提高、三资企业越来越多等等，我国的进出口贸
易会有明显的增长，集装箱货物与散货运输都会有较大幅度的增加，货代的业务
量也将有显著的增加。
同时，货代业也将面临巨大的挑战，船公司直接向生产厂家揽货，加之运价
透明化的趋势，运费差价和佣金作为货代企业利润主要来源的地位开始动摇。我
国目前国际货运代理业的现状可用 4个字来概 括——“小”（经营规模小、资产
规模小）、“少”（服务功能少、专业人才少）、“弱”（竞争力弱、融资能力弱）、“散”
（服务质量参差不齐、缺乏网络或网络分散，经营秩序不规范）。货代行业是一个
讲求规模经济的行业，中小货代企业的客户较少，而且大多是中小型外贸企业，
出货量也相对较少。因此，单独的中小货代企业议价能力差，不可能具有成本优
势。此外，网络化程度不足是中小货代企业的“软肋”所在，横向的网络化程度
不足，影响企业业务量的增长；纵向的网络化程度不足，使企业不可能提供“门
到门”，多式联运等纵深服务，这对于现在和未来的经营都是不利的。
在竞争日益激烈的货代市场中，建立起规模化的横向和纵向的网络，对中小
货代企业而言都不现实。如何在保持自身核心竞争力的情况下，而使业务规模和
业务的纵深能力有所突破？虚拟企业的经营模式正是可以有效的解决这一问题。
所谓虚拟企业即是以计算机网络和信息管理技术为支撑，在相关的企业间建立起
相对松散联盟关系的企业。这种经营模式也适用于中小货代企业，通过寻找优势
互补的合作伙伴组成虚拟企业，中小货代企业可以有效规避单个企业经营的风险，
“以彼之长补己之短”，增强议价能力和纵深服务能力，从而不断满足客户的不同
需求。最终使企业自身和整个虚拟企业的核心竞争力得到提升。达到“小河有水
大河满”的多赢局面。
以虚拟经营提升中小货物运输代理企业的核心竞争力
2
中小货代企业虚拟企业的组建和业务的开展可以租用 ASP 提供商的信息平台
或依据现有的货运操作系统（如 cargo2000）组网。中小货代企业虚拟企业联盟的
建立由一个核心企业统一组织，在充分的市场调查分析的基础上，以“优势互补”
的原则甄选合作伙伴。用项目管理的思想，根据货代业务流程和客户的具体要求
对联盟企业资源做合理分配，使货物可以用“最恰当的运输方式”，“最短的时间”
送达目的港或收货人。根据资源的分配情况合理划定利润分成。为保证规模优势
的充分发挥和资源的有效利用，虚拟企业内部应采用集中统一管理的方式。这样
通过对虚拟企业内部资源的整合，可以充分发挥各个联盟企业的核心优势。还可
以实现诸如“环节专业化”、“代理借用内部化”，降低交易费用。
通过虚拟企业的形式在中小货代企业间建立企业联盟可以整合资源，降低成
本，实现对市场的快速反应和灵活经营，能够有效提升中小货代企业的核心竞争
能力。
§1.2 研究现状
目前关于货代企业发展方向和竞争策略的研究主要是从货代业务模式向第三
方物流模式转化的角度上，研究中国加入世贸组织后，货代企业尤其是中小货代
企业如何在日益国际化的国内市场上如何发展的问题。
赵林度在著作《物流与供应链管理》一书中提出，由于买方市场的形成和竞
争的加剧，消费者的需求形成和竞争的加剧。整个世界的经济活动也呈现出全球
经济一体化的特征。因此，从某种意义上说，企业之间的竞争将逐步转变成供应
链体系之间的竞争。
郑照宁 武玉英 包涵龄在论文《论虚拟企业》中提出：当人类进入知识经济
时代的时候，企业却面临着一场前所未有的挑战和机遇。几乎所有的企业都发现
它们处在一个不断改变和不可预测的市场环境之中。过去那种相对稳定的市场环
境，已变得比六月的天气还激烈多变。昨日的畅销产品，今天可能就已是一文不
值的废品。企业之间的竞争空前激烈，可竞争的进一步加剧导致企业进一步合作。
现在和将来，企业都必然处在这种“混沌（chaos）”或“湍流（turbulence）”的市
场之中。为了能迎接挑战，需要新的企业模式，虚拟企业正是在这种情形下发展
起来的。
隋红霞在论文《略论中国虚拟企业的发展》中提出： 随着经济的迅猛发展
和网络技术的日趋完善,越来越多的企业开始在网上建立虚拟企业。虽然虚拟企业
在我国还属新生事物,但随着中国加入 WTO ,经济全球化和贸易投资的加快,虚拟
企业必将在我国有广阔的发展空间。本文在分析虚拟企业的特点、优缺点的基础
摘要：
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摘要中国加入WTO后，货源市场的大幅增长将为中国货代业带来前所未有的机遇和商机。我国的进出口贸易会有明显的增长，集装箱货物与散货运输都会有较大幅度的增加，货代的业务量也将有显著的增加。同时，货代业也将面临巨大的挑战，运费差价和佣金作为货代企业利润主要来源的地位开始动摇。我国目前国际货运代理业的现状可用4个字来概括——“小”（经营规模小、资产规模小）、“少”（服务功能少、专业人才少）、“弱”（竞争力弱、融资能力弱）、“散”（服务质量参差不齐、缺乏网络或网络分散，经营秩序不规范）。网络化程度不足是中小货代企业的“软肋”所在，横向的网络化程度不足，影响企业业务量的增长；纵向的网络化程度不足，影响企业...
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