摘要:我国在加入WTO后，持续稳定的国民经济发展态势和国际贸易的急剧增长都为国际货代业的发展建立了良好的环境基础，同时，经济全球化的加强、现代物流产业的兴起、国际贸易市场的规范和完善又会会给中小货代企业的发展带来挑战。在这样一个环境下，研究货运代理企业的发展路径具有现实的意义，本文以广州鑫业国际货运代理有限公司为例，采用宏观环境分析法和SWOT分析方法，对该企业进行全面分析，根据其在组织结构和拥有的客户资源等方面的优势，从品牌、客户管理、服务营销等方面着手，提出了几点合理有效的经营策略。
关键词: 货运代理，发展战略，经营策略
Abstract:Our country in the accession to the WTO, the steady development of the national economy situation and international trade has increased dramatically for all international freight forwarding industry to establish a good environment foundation, at the same time, also to small and medium-sized freight enterprise development challenges.In such an environment, the freight forwarding enterprise development path of significance in this paper, the Guangzhou Xinye international freight agency Co., LTD as an example, the enterprise to carry on the comprehensive analysis, according to its organizational structure and the advantages of the customer management, from the brand, customer management, service marketing aspects, and puts forward some reasonable and effective management strategy.
Key Words：Freight forwarders ，development strategy ，business strategy
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