Assignment specification (BA Program)
英语专业必修课程作业要求 (专升本课程)
Course: Practical Business Project Design
Assignment: 02 (Units 6-10)
Assignment title: Data Collection/Appendices, Project Implementation, Discussion,
Conclusion, Introduction, Abstracts, and the first draft of the whole
paper
重要声明：本课程的各阶段作业要求以网院在平台上发布的作业要求为准，而不是根据教材
中的作业要求完成作业。
姓名： 吕凌志_ 学籍号： _092011010100_ 年级： 09 秋专升本
学习中心： 北京总部学习中心_ 辅导教师： 姜芸
Based on the project design you have completed in the previous stage, you are asked to
implement your project and then compose the core parts of your BA degree paper in this
assignment. Please refer to units 6-10 of Practical Business Project Design for guidance and
support to this assignment. The information in brackets indicate the specific unit
you can refer to.
There are SIX parts in this assignment.
Part One Data Collection/Appendices (Unit 6>Activity 2)
DIRECTIONS FOR STUDENTS:
In your online courseware, two categories of forms/methods are introduced to
collect primary data:
Observation and logs
Surveys and interviews
Please present the types of forms you plan to use to collect data in this project,
which are going to be attached as appendices in your BA degree paper. You
should give a title to each of the form, such as “Focus Group Discussion
Outline”, “Training Evaluation Form” and “Questionnaire”.
But first, please restate your project objective and hypothesis to which your
tutor can refer while they evaluate the types of data you are going to collect.
Project objective:
The problem that I am researching is that our revenue and cargo volume had reduced
a lot. The long-term goal of my project is by running our new “product” of new
shipping route between ShenZhen port and Australia, with providing a one-month
preferential price to our customers so that our business and reputation could be
recognized in our field in future. At the same time, our cargo volume will be increased
for another 100 tons per month on this routing after the preferential period. And there
will be another 10 new customers who will start cooperating with us.
Project hypothesis:
It is hypothesized that if the new shipping route is run successfully, we will have the
new highlight to improve our whole logistics development and more customers will
be interested in our business product.
Insert your description after the prompts in the space below.
Form I:
Appendix I: Questionnaire before implementing project
深圳永业国际货运代理有限公司物流客户调查表
评定公司名称: 评估地点:
公司地址： 评估日期:
调查项目: 综合评估 职务:
评估人： 电话:
电子邮件地址： 传真:
选择代码
评估项目
5 4 3 2 1
代
码
1. 您以前是否了解永业国际货运代理有限公司 非常了解 比较了解 了解 听说过 不知道
2. 您如何评价我们以前的服务 很好 好 一般 差 很差
3. 你如何评价我们对于特殊问题的处理能力 很好 好 一般 差 很差
4. 您认为价格与服务哪个更重要 服务 价格
5. 您对深圳港到澳大利亚新航线服务是否感兴趣 非常 是 一般 不 非常不
6. 您是否愿意付保费来保证您货物足够的安全 是 不
您公司的意见与建议：
永业员工姓名：
Form II:
Appendix XI: Questionnaire after implementing project
深圳永业国际货运代理有限公司物流客户调查表
评定公司名称: 评估地点:
公司地址： 评估日期:
调查项目: 综合评估 职务:
评估人： 电话:
电子邮件地址： 传真:
得分标准
评估项目
5 4 3 2 1
得分
1. 时间 100% 99% 98% 97% 97%
2. 运输正确率 100% 99% 98% 97% 97%
3. 运输安全率 100% 99% 98% 97% 97%
4. 正确安全交接率 100% 99% 98% 97% 97%
5. 服务和价格 很好 好 一般 差 很差
6. 友好与礼貌态度 很好 好 一般 差 很差
7. 对客户的询问和要求迅速作出反应 很好 好 一般 差 很差
8. 信息是否顺畅 很好 好 一般 差 很差
9. 与我公司合作更多业务 是 一般 不
综合评估：
您公司的意见与建议
员工姓名：
FOR TUTORS:
You are required to provide between-text comments on the student’s writing by
using the “Edit” function or a contrasting font color to highlight your comments
or suggestions. Please tick in the proper cell and write your overall comments in
the box of “Tutor’s Comments” below.
评估
(Acceptable/Revise)
请打勾进行评估（√）
评价指标
Assessment Criteria
合格 需修改
用了不同的工具来采集数据。
A variety of tools are used to collect data.
通过这些表格/工具等可获取充分的数据。
Sufficient results can be obtained by using these forms.
表格中的题项或问题设计严谨，有助于检验项目假设。
The items or questions in the forms are well-designed to help verify
the credibility of the project hypothesis.
语言正确、准确，无歧义。
Each form is expressed in clear, accurate and unambiguous English.
Tutor’s Comments:
Part Two Data Presentation (units 6 & 9)
DIRECTIONS FOR STUDENTS:
After having implemented your project and analyzed the data collected, you are
now asked to describe in detail what you have found. You should describe your
findings with the support of necessary graphs, charts, tables, etc. This important
part will later on be presented in your BA degree paper under the heading such
as “Data Presentation” or “Project Findings”.
Write your text under the following blank space according to the above areas.
(Suggested length: no fewer than 800 words.)
Project Findings
1 Data (Results) Analysis
The previous problem analysis
The previous problem is that our new customers are not easy to accept our logistic
service. It was caused by the shortage of highlighted logistics products, silent
reputation, drumbeating, the quantities of clients, simplex customers, etc.
Records of the implementation of project
Some records could indicate the implementation of this project from the beginning to
the end. Those records include Customer Files, Questionnaire form, Delivery Order,
Customer Assessment, Shipping Notice and Toll Receipts.
Results comparison
1) By investigating and analyzing our internal files and customers’ feedback (Please
see Appendix XI), we compared some essential factors shown as below Figures.
a) First one is Quotation. According to customers’ feedback, our recovered
quotation after promotion is a little expensive than before they were offered. 90% of
Customers still thought it is reasonable with our current service. Most of our
customers produce high added value goods so that they have much more concern on
service than quotation.
b) The second factor is Time. It is obvious that our cycle time is almost perfect
achievement. 100% customers are absolutely happy with it. It is the most crucial point
for us to keep and win new customers in future.
c) Attitude is third one. Attitude is not only what a staff impressed the customer for
him or herself, and represent the culture and management of a company as well. This
is the reason why every company contributes more concern on it. At this point, I am
still satisfied although we just improved 1% than before. Some problems were
happened because of different culture background.
d) Damage is always a serious problem to all carriers. According to the relevant
regulation, the compensation is calculated base on RMB per kilogram for any
damage or missing on the domestic shipment if the owner did not pay extra insurance
charge. However, it is easy to lose a customer if it happened often. Especially for high
added value product, it may cost more than US$ 1, for a 20 kilograms
shipment. In order to keep the shipment in a safe situation, we took some different
methods for the different goods before the project. In return of this, we acquired 100%
satisfaction.
e) As the fifth issue, accuracy is also important on both shipments and documents.
Sometimes, there are more than ten shipments and documents that are consolidated in
one container. So the information relates to Delivery Order, Packing List, Invoice, etc.
will be the basic information to distinguish from one to the other. We are proud of our
current remarks, and will put more concern on it.
f) Last but not least, response always presents management and capability of a team.
An efficient teamwork will provide their solution within shortest time. Our
commitment is half working day to resolve any problem with our solution. Comparing
the customers’ previous service, we increased 18% and will highlight it in future
bidding.
Figure 1: General performance before and after project implementation
2) Comparing our internal data from January to August, our cargo volume in August
is increased more than 150tons. The turnover that is 83% of international business is
also increased up to RMB 1, 688,.
Figure 2: Australia route report 1 between ShenZhen port and Australia
3) During one-month promotion from 1st Septermber to 30th September (week 36 to
week 39), our shipment lots and client quantities is also obviously increased.
Figure 3: Australia route report from week 36 to week 39
0% 20% 40% 60% 80% 100% 120%
Quotation
Time
Attitude
Damage
Accurancy
Response
Af t er
Pr oj ect
Bef or e
Pr oj ect
Australia route report 1 between ShenZhen port and Australia
0
500,000
1,000,000
1,500,000
2,000,000
Jan Feb Mar Apr May Jun Jul
0%
20%
40%
60%
80%
100%
Cargo Volume (kg) Turnover by Australia route (Rmb) Turnover by Australia route (%)
4) As one of our key account customers, LOUVRE assessed our performance of
August on their initiative (Please see Appendix XII). According to the
assessment, we can find out their consideration on different aspects. The results
absolutely indicate our success on this project.
Figure 3: LOUVRE monthly assessment
FOR TUTORS:
You are required to provide between-text comments on the student’s writing by
using the “Edit” function or a contrasting font color to highlight your comments
or suggestions. Please tick in the proper cell and write your overall comments in
the box of “Tutor’s Comments” below.
评价指标
Assessment Criteria
评估
(Acceptable/Revise)
请打勾进行评估（√）
0
50
100
150
200
Week 36 Week 37 Week 38 Week 39
Cl i ent
Shpt
l ot
Cycle time
46%Service
21%
Government
communication
7%
Cooperation
5%
Documentation
21%
Cycle time
Service
Documentation
Government communication
Cooperation
合格 需修改
简要概括了项目实际实施情况，包括是否调整了原设计方案。
A brief summary of the actual implementation is given, including
any deviations from the original design.
明确描述数据收集的方法、时间、对象以及数量。
Conditions for collecting the data are specified, including dates,
times, research subjects and quantity.
用图表或表格呈现数据，每个图表或表格有编号和标题。
Tables or charts are used to compile the data and show trends.
Tables and charts have proper titles and numbers so that variables
are clear.
数据描述清楚、呈现方式恰当。
The data is clearly and properly presented.
语言正确、准确，无歧义。
This whole part is expressed in clear, accurate and unambiguous
English.
Tutor’s Comments:
Part Three Discussion and Conclusion (Unit 10)
DIRECTIONS FOR STUDENTS:
Based on the data you have presented in Part Two, you are now required to
select some significant facts and interpret these findings in a broader context.
Instead of simply restating your results, you should draw inferences about their
implications for business in general. This important part will later on be
presented in your BA degree paper under the heading like “Discussion”.
Write your text under the following blank space according to the above areas.
(Suggested length: no fewer than 500 words.)
Results Discussion
Our team evaluated our performance against the objectives and hypothesis we
have set in the project. With the efforts, we could say we run the project
successfully. The goal of our project is to run our new “product” on the new
Australia route between ShenZhen port and Australia. In the promotion period,
we obtained good performance than we expected. The target is to increase our
cargo volume to100 tons per month to develop 10 new customers through the
new product and the promotion price per month. The truth is we reached 150
tons in the first month and got 15 new customers. We developed our new
business and gain satisfaction from our customers in the service we provided.
With success of our project, I feel more confident to make more plans on business
development and innovation in future.
The above analysis and results identify that we had fulfilled our project.
However, we are aware of some pending issues we need to be solved or
improved, which I listed below.
1) Discount Rate
a) After promotion period, customers satisfied with our service, but they might
require a preferential price for high cargo volume. In such a case, we need to
work out the discount rate based on the cargo volume.
2) New Requirements
a) It is required for a number of export demand strict wood furniture, apply to customs,
inspection and quarantine, improve efficiency, shorten the time to declare, speed up the
process.
3) Detailed Operation Pending Issues
a) We picked up shipment from shipper by pallet cargo, which means maybe 10
boxes in one pallet. We moved the pallet cargo from ShenZhen port to
Australia. When we delivered the shipment, consignee only accepted cargo
by box. The problem is we could not check box one by one when we pick it
up, but consignee will do that as they receive. It involves who will take the
responsibility for the damaged box in the pallet.
4) Unexpected delay in the transportation.
a) Due to the bad weather or traffic accident, it may not be easy to control the
delivery time sometimes. However we could not wait the problem is solved
by themselves. The solution is to ask driver or shipment company reporting
any delay to Customer Service timely. Customer Service will inform
customer immediately after getting information and update to customer if any
improvements.
From the above results discussion, we know what we got and what we need to
improve in our future job. The most importance is that it brought valuable
experience on how to conduct a new product.
Conclusion
As the project manager, I planed, implemented and successfully finished it from
the beginning to the end. The project will open up new customers and impel
potential clients for more business.
Before the project, we took focus group, email communication, telephone
conversation, questionnaire and SWOT analysis in order to clearly understand our
customers’ consideration and meet their demands. Meanwhile, we tried to contact
more logistics company to acquire more current information on Australia route
between ShenZhen port and Australia in our filed so that we could draw out the
reasonable and competitive terms. According to above information, I set up our
strategy to run in this route. Each project will have its own characteristics, which
will be reflected in the way the logistics company organizes its approaches and
activities. The importance to planning of above type of analysis is the recognition
of those specific critical activities that our team must carry out effectively.
Orientate our planning towards those activities and make sure that we take them
into account when drawing up our action plan. Apparently, we worked out our
concrete objective is to increase our cargo volume for another 100 tons per month
on this routing and there will be another 10 new customers who will start
cooperating with us.
During the implementation of the project, we monitored its development by
flow-chart with time-scale, internal meeting, internal files, customer files, group
discussing and weekly report. I fully delegate responsibility and authority,
thereby empowering the project team. My role is to facilitate and support the
development and implementation of corrective actions if actual progress falls
behind planned progress. The project is related to three main stations and all
departments. So, spirit of teamwork appears to be the most crucial point to the
successful project. Our team members are highly committed and eager to achieve
the project objective. All staffs feel a sense of unity and pride in these
accomplishments. Communication among us is open, frank and timely. There is a
great degree of interdependency that members frequently collaborated and
willingly helped each other with work beyond their own assigned tasks.
At the time of the project is finished, we had internal meeting, face to face
discussion with clients and questionnaire survey to evaluate the project. This
project has been extremely successful in regards to meet our goals, which were
laid out before the commencement of this project. Customers are satisfied with
our quotation, cycle time, service, etc. By checking our internal business files, we
have 15 new customers increase. Our cargo volume is also increased for 150 tons
per month. Both the clients and our staffs enjoyed working on the project. On the
contrary side, we also found our disadvantages that need to be improve in future.
We finished this project successfully and reached our goal, it will be certain that
we will benefit from it for our profit, customer quantity and new business which
will also create other new logistics products. At the same time, it is invisible to
improve our reputation, but that is what we need and the most valuable aspect on
our company long-term development.
FOR TUTORS:
You are required to provide between-text comments on the student’s writing by
using the “Edit” function or a contrasting font color to highlight your comments
or suggestions. Please tick in the proper cell and write your overall comments in
the box of “Tutor’s Comments” below.
评估
(Acceptable/Revise)
请打勾进行评估（√）
评价指标
Assessment Criteria
合格 需修改
从与项目假设最相关的事实/变化入手，对显著现象进行讨论。
Significant facts have been selected for discussion, starting with
those most relevant to the hypothesis.
数据分析与讨论充分得当。
The data is properly analyzed and discussed.
明确阐述了数据与项目目标和假设的关系。
The meaning of the data in relation to the original objective and
hypothesis is made clear.
阐述了结论，比如项目结果是否证明假设成立。
Final conclusions, such as whether the findings support the
hypothesis, are stated.
说明了项目调研结果以及项目意义。
The significance of the results and the project has been explained.
包含了对项目局限性的说明和/或未来更深入的调研计划。
Any limitations and directions for future research have been
discussed.
结论不少于 300 字。
The conclusion contains no fewer than 300 words.
语言正确、准确，无歧义。
This part is expressed in clear, accurate and unambiguous language.
Tutor’s Comments:
Part Four Abstracts (units 7 & 8)
DIRECTIONS FOR STUDENTS:
Your BA degree paper needs two abstracts, one in Chinese and a second in
English. The Chinese abstract should have between 500 and 800 words, and the
English abstract about 300 words. Although the two abstracts differ in length,
their content is about the same. The abstract should concisely describe:
the project background, problem statement, problem analysis, objective(s),
hypothesis, research subjects, key contents, implementation period, key
method(s), main results and significance.
Insert your description after the prompts in the space below.
摘要 （中文）
深圳永业国际货运代理有限公司是经商务部、中国海关、检验检疫局和中国
国际航运管理局在 1996 年批准成立的一级国际货运代理企业。随着几年前国际
货代市场竞争的日益激烈，公司于 2005 年开始与原有的少量大客户发展东南亚
航线业务，使公司的业务有了新的增长点。近两年，规模大小不同的新物流公司
如雨后春笋，同时这个市场也开始变的不够规范，从而给公司带来了新的挑战。
尤其在过去的一年里，我公司的主业务出口家具的业绩大幅下降。造成此现象的
原因一方面是公司原有客户的业务量下降和流失，另一方面是没有新业务的增长。
我作为公司的物流总监，如何应对并解决这个问题成为了当务之急的挑战。
本论文通过设计一个在深圳港到澳大利亚的新航线，并在一个月内向客户提
供价格上的优惠，从而进一步整体上带动现有客户的业务量。同时，这个项目在
行业内也产生了一定的影响，使得一部分潜在的间接客户得到增加。公司的业务
量得以增长，市场占有率和知名度得以提高。
在经过对物流行业澳大利亚航线的运输情况的了解，通过对客户的问卷、电
话、电子邮件和面对面的调查，以及 SWOT 分析法和公司内部员工的集思广益
来确定该项目运作的具体定位、方案和所达到的预期效果。在项目结束后，通过
公司内部的相关业务和财务报表，以及客户的不同方式的调查反馈，证实了该项
目使公司的相关业务量得到提高，并增加了一批新的客户。
成功的实施深圳港到澳大利亚新航线的项目使我们清醒的认识到在当今竞
争日趋激烈的物流市场，只有通过不断开发出自己亮点的产品，才能全面带动整
体的业务，提高公司在行业内的知名度。同时也能够为物流业务长期良性的发展
奠定了基础。
Abstract (English)
The dissertation presents a detailed report on the project implemented to increase
international cargo volume and develop new customers. Otherwise, it will lead to lose
more current and previous clients and bring the negative effects to long-term logistics
development. It is hypothesized if the new Australia route run successfully, we will
have the new highlight to improve our whole logistics development and more
customers will be interested in our business products. Based on the hypothesis, I take
different ways on implementing this project, such as face-to-face discussion, email
communication telephone conversation, questionnaire, SWOT analysis of current
situation, internal meeting and group discussing. Our expected target has been reached
by running this project. This project not only brings us more cargo volume and new
customers, but also a new idea to develop our business. Meanwhile, our clients are
fully satisfied with our high quality service and reasonable quotation. The results
indicate that we must improve general logistics business by creating new “product”.
I would like to express my appreciation for the great efforts made by all our team
members in the project. With great teamwork, we achieved our expected cargo
volume and won new clients through new project. With success of our project, I feel
more confident to make more plans on business development and innovation.
Despite the optimistic fulfillment of the project, we are aware of some pending issues
need to be solved or improved in our operation. Only if we could keep high quality
service and search new attractive and competitive project, we will win good profit in
our business
FOR TUTORS:
You are required to provide between-text comments on the student’s writing by
using the “Edit” function or a contrasting font color to highlight your comments
or suggestions. Please tick in the proper cell and write your overall comments in
the box of “Tutor’s Comments” below.
评估
(Acceptable/Revise)
请打勾进行评估（√）
评价指标
Assessment Criteria
合格 需修改
介绍了项目背景。
The project background is introduced.
明确并简要分析了项目问题。
A specific problem is identified and concisely analyzed.
阐述了项目目标及假设。
The project objective and hypothesis are stated.
介绍了具体的项目实施时间。
A specific implementation period is given.
简要说明了调研对象及调研的主要内容。
The research subject and key content are briefly introduced.
描述了主要调研方法。
The key method(s) is described.
简要说明了主要结果及意义。
The main results and significance are concisely presented.
附有 3 至 5 个关键词, 以分号“；”分隔。
The abstract is followed by between 3 and 5 key words，separated
from each other by semi-colon “；”.
语言正确、准确，无歧义。
The abstract is expressed in clear, accurate and unambiguous
language.
Tutor’s Comments:
Part Five Introduction (Unit 7>Activity 3 )
DIRECTIONS FOR STUDENTS:
Write the Introduction of your BA degree paper under the following blank
space. The Introduction should include information on: the project background,
problem statement, problem analysis, rationale or cited references, objective(s),
hypothesis, research subjects, key contents, and expected results.
Introduction
As a class-A international forwarder, YONGYE was founded in 1996, having an
individual corporate body, registered in ShenZhen Industrial & Commercial
Administration Bureau, approved by the Ministry of Commerce Affairs, China
Customs, China Quarantine Bureau and the China international shipping
Administration. Our business include applying to customs clearance, freight
forwarding and dispatching of the imported and exported cargoes, bonded transferring
and warehousing service and international logistics. Meanwhile, we are the member
of International shipping Transportation Association, China International Freight
Association (CIFA), and ShenZhen Customs Association. We have set up our own
branches with almost 100 staffs in ShenZhen, ShunDe, Singapore, Australia. The
annual cargo volume is about 20000 tons on international logistics business.
In the past two years, there would be a new company founded every three days with
its name include the word of “logistics”. Some of companies are just no more than 3
people, working in 10sqm office without any warehouse and any vehicles. They
provide their service with unfaithful promise and unreasonable low quotation to their
customers, and would disappear at the time of exposure. Due to the rough-and-tumble
industry and more and more new borne competitors, the logistics business is facing
embarrassed situation right now. Comparing our revenue to last first quarter, we are
so disappointed and struck by its obvious reduction. As a logistics director, I have no
more choice to take the responsibility for finding out the solution.
Based on our investigation in current logistics market and our capability, we decided
to set about new shipping route project between ShenZhen port and Australia, which
we could meet our key customers and more potential customers’ requirements.
It is hypothesized that if the new shipping route is run successfully, we will have the
new highlight to improve our whole logistics development and more customers will
be interested in our business product. The target and goal of my project is to run our
new “product” of Shuttle Shipping between ShenZhen port and Australia, with
providing a one-month preferential price to earn 100 tons per month cargo volume
and to win 10 new customers. In order to keep a good profit margin, we plan to
recover the quotation to the normal after one-month promotion. I will take different
ways on implementing this project, such as face to face discussion, email
communication telephone conversation, questionnaire a SWOT analysis of current
situation, internal meeting, group discussing, timetable and weekly report.
We plan to implement our new project 1st August to 30th September 2012. There will
be five full-time staff members who will take part in this project. Most of them have
been working in our company for years, and also are experienced at their works.
I expect that we could find a better solution on the development of logistics business
by carrying out new project.
FOR TUTORS:
You are required to provide between-text comments on the student’s writing by
using the “Edit” function or a contrasting font color to highlight your comments
or suggestions. Please tick in the proper cell and write your overall comments in
the box of “Tutor’s Comments” below.
评估
(Acceptable/Revise)
请打勾进行评估（√）
评价指标
Assessment Criteria
合格 需修改
明确了作者在项目中的角色。
The role of the writer in this project is clarified.
描述了现状，明确了问题，说明了项目的意义。
The introduction explains the current situation, defines the problem
clearly and shows why the research is significant.
阐述了项目目标及假设。
The project objective and hypothesis are stated.
简要介绍了调研对象及调研的主要内容。
The research subjects and key content are briefly introduced.
项目理论阐述清楚，说明了研究项目的理论基础及研究方法。
The rationale clearly supports the specific conceptual theories and
methodology that underlie the research project.
适当地介绍并讨论了所引用文献，陈述了引用文献与假设的相
关性。
All cited references are properly introduced and discussed. Clear
connections are made between cited references and the hypothesis.
预示了研究项目的结果及显著发现。
Expected results and significant findings of the research project are
predicted.
语言正确、准确，无歧义。
The Introduction is expressed in clear, accurate and unambiguous
language.
Tutor’s Comments:
Part Six BA degree paper (draft)
DIRECTIONS FOR STUDENTS:
Now that you have completed each and every component of the BA degree paper,
arrange them in the proper order starting from the preliminaries (Cover Page,
Abstracts, Table of Contents, etc.), through the body (Introduction, Rationale,
Data Description, etc.) and to Bibliography and Appendix.
Download the template for the BA degree paper from the learning platform and
paste your paper onto it.
(Suggested length: 4000 - 6000 words.)
A Project to Establish a New
Shipping Route
Submitted by Lv Lingzhi
Student ID number 092011010100
Supervised by Jiang Yun
A paper submitted in fulfillment of the requirements of the
degree of Bachelor of Arts
The Institute of Online Education
Beijing Foreign Studies University
November 2012
北京外国语大学网络教育学院
学士学位论文诚信声明
本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，
独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责
或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任
何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声
明的法律结果由本人承担。
学士学位论文作者签名：
日期： 年 月 日
Acknowledgments
As the project manager, I would like to thank my team members and other staffs for
giving me their great support. Especially to my boss, ZhaoYong, he released all his
power to me on using all internal resources so that this project can be finished
successfully.
I would also much appreciate my tutor Ms. Jiang Yun for her initiative and patient
instruction. Although I am very busy with my work, she still sent me many emails on
how to conduct my thesis. When I sent email to her every time, she would be very
happy to answer my questions. I can not achieve today’s result without her
outstanding help.
摘要
深圳永业国际货运代理有限公司是经商务部、中国海关、检验检疫局和中国
国际航运管理局在 1996 年批准成立的一级国际货运代理企业。随着几年前国际
货代市场竞争的日益激烈，公司于 2005 年开始与原有的少量大客户发展东南亚
航线业务，使公司的业务有了新的增长点。近两年，规模大小不同的新物流公司
如雨后春笋，同时这个市场也开始变的不够规范，从而给公司带来了新的挑战。
尤其在过去的一年里，我公司的主业务出口家具的业绩大幅下降。造成此现象的
原因一方面是公司原有客户的业务量下降和流失，另一方面是没有新业务的增长。
我作为公司的物流总监，如何应对并解决这个问题成为了当务之急的挑战。
本论文通过设计一个在深圳港到澳大利亚的新航线，并在一个月内向客户提
供价格上的优惠，从而进一步整体上带动现有客户的业务量。同时，这个项目在
行业内也产生了一定的影响，使得一部分潜在的间接客户得到增加。公司的业务
量得以增长，市场占有率和知名度得以提高。
在经过对物流行业澳大利亚航线的运输情况的了解，通过对客户的问卷、电
话、电子邮件和面对面的调查，以及 SWOT 分析法和公司内部员工的集思广益
来确定该项目运作的具体定位、方案和所达到的预期效果。在项目结束后，通过
公司内部的相关业务和财务报表，以及客户的不同方式的调查反馈，证实了该项
目使公司的相关业务量得到提高，并增加了一批新的客户。
成功的实施深圳港到澳大利亚新航线的项目使我们清醒的认识到在当今竞
争日趋激烈的物流市场，只有通过不断开发出自己亮点的产品，才能全面带动整
体的业务，提高公司在行业内的知名度。同时也能够为物流业务长期良性的发展
奠定了基础。
关键词：挑战；新航线；调查；竞争
Abstract
The dissertation presents a detailed report on the project implemented to increase
international cargo volume and develop new customers. Otherwise, it will lead to lose
more current and previous clients and bring the negative effects to long-term logistics
development. It is hypothesized if the new Australia route run successfully, we will
have the new highlight to improve our whole logistics development and more
customers will be interested in our business products. Based on the hypothesis, I take
different ways on implementing this project, such as face-to-face discussion, email
communication telephone conversation, questionnaire, SWOT analysis of current
situation, internal meeting and group discussing. Our expected target has been reached
by running this project. This project not only brings us more cargo volume and new
customers, but also a new idea to develop our business. Meanwhile, our clients are
fully satisfied with our high quality service and reasonable quotation. The results
indicate that we must improve general logistics business by creating new “product”.
I would like to express my appreciation for the great efforts made by all our team
members in the project. With great teamwork, we achieved our expected cargo
volume and won new clients through new project. With success of our project, I feel
more confident to make more plans on business development and innovation.
Despite the optimistic fulfillment of the project, we are aware of some pending issues
need to be solved or improved in our operation. Only if we could keep high quality
service and search new attractive and competitive project, we will win good profit in
our business.
Key words: new Australia route; questionnaire; new “product”; competitive
Table of Contents Page
1. Introduction 8
2. Summary of Preliminary Research 10
Company’s Current Situation 10
Current state of the business 10
Human resources 10
Needs and Wants Analysis 10
Customer profile 10
Customer needs and wants analysis 11
SWOT analysis 11
3. Project Objective and Hypothesis 13
Project Objective 13
Project Hypothesis 14
4. Project Rationale and Bibliography 14
5. Project Design 15
Planning Activities 15
Activities with timetable 15
A critical path analysis of these activities 16
People involved and responsibilities 17
Cost Breakdown 17
Cost of material and equipment 17
Cost of time and labor 18
Cost of finance 18
Contingency allowances 18
Total cost of the project 18
Risk Analysis 20
The potential risk analysis 20
Management and control 20
6. Project Implementation, Monitoring and Evaluation 21
General introduction of time, place of project implementation 21
The working steps of implementation 21
Project Monitoring 23
Importance of monitoring 23
Monitoring methods 23
Project Evaluation 24
Importance of evaluation 24
Evaluation methods and results 24
7. Project Findings and Discussion 25
Data (Results) Analysis 25
The previous problem analysis 25
Records of the implementation of project 25
Result comparison 25
Results Discussion 28
8. Conclusion 29
Bibliography 31
Appendix I: Questionnaire before implementing project 32
Appendix II: Shipping tariff notice 33
Appendix III: YONGYE contact list 34
Appendix IV: YongYe standard operation procedure 35
Appendix V: Activity flow chart with timetable 40
Appendix VI: Customer file 41
Appendix VII: Shipping notice 42
Appendix VIII: Weekly report 43
Appendix IX: Meeting logbook 44
Appendix X: Project framework 45
Appendix XI: Questionnaire after implementing project 46
Appendix XII: LOUVRE monthly assessment 47
A Project to Establish a New Shipping Route
1. Introduction
As a class-A international forwarder, YONGYE was founded in 1996, having an
individual corporate body, registered in ShenZhen Industrial & Commercial
Administration Bureau, approved by the Ministry of Commerce Affairs, China
Customs, China Quarantine Bureau and the China international shipping
Administration. Our business include applying to customs clearance, freight
forwarding and dispatching of the imported and exported cargoes, bonded transferring
and warehousing service and international logistics. Meanwhile, we are the member
of International shipping Transportation Association, China International Freight
Association (CIFA), and ShenZhen Customs Association. We have set up our own
branches with almost 100 staffs in ShenZhen, ShunDe, Singapore, Australia. The
annual cargo volume is about 20000 tons on international logistics business.
In the past two years, there would be a new company founded every three days with
its name include the word of “logistics”. Some of companies are just no more than 3
people, working in 10sqm office without any warehouse and any vehicles. They
provide their service with unfaithful promise and unreasonable low quotation to their
customers, and would disappear at the time of exposure. Due to the rough-and-tumble
industry and more and more new borne competitors, the logistics business is facing
embarrassed situation right now. Comparing our revenue to last first quarter, we are
so disappointed and struck by its obvious reduction. As a logistics director, I have no
more choice to take the responsibility for finding out the solution.
Based on our investigation in current logistics market and our capability, we decided
to set about new shipping route project between ShenZhen port and Australia, which
we could meet our key customers and more potential customers’ requirements.
It is hypothesized that if the new shipping route is run successfully, we will have the
new highlight to improve our whole logistics development and more customers will
be interested in our business product. The target and goal of my project is to run our
new “product” of Shuttle Shipping between ShenZhen port and Australia, with
providing a one-month preferential price to earn 100 tons per month cargo volume
and to win 10 new customers. In order to keep a good profit margin, we plan to
recover the quotation to the normal after one-month promotion. I will take different
ways on implementing this project, such as face to face discussion, email
communication telephone conversation, questionnaire a SWOT analysis of current
situation, internal meeting, group discussing, timetable and weekly report.
We plan to implement our new project 1st August to 30th September 2012. There will
be five full-time staff members who will take part in this project. Most of them have
been working in our company for years, and also are experienced at their works.
I expect that we could find a better solution on the development of logistics business
by carrying out new project.
2. Summary of Preliminary Research
Company’s Current Situation
Current state of the business
ShenZhen YONGYE International Forwarding co., Ltd. is a local private company
which focuses on the business of international freight forwarding. We have been
cooperating with some world leading freight forwarding, logistics companies and
Shipping companies for years, such as PIL, TSL, APL, COSCO, MSK, WANHAI,
YANGMING, OOCL, ZIM, MOL, KLINE, EVERGREEN etc.
Our head office is registered in ShenZhen, and its braches extend to ShunDe,
Singapore, Australia.
Human resources
We have almost 100 staffs who are mostly working in ShenZhen, ShunDe, Singapore
and Australia. Five full time staff of them will take part in this project. All of them
have been working in our company for years, and also are experienced at their works.
Except for five team members, the related drivers and operation staffs will keep their
usual responsibility to cooperate with our team for the new shipping route project
Needs and Wants Analysis
Customer profile
Our target customers can be divided into three main groups, direct and indirect
customers, key partners and international freight forwarding company and global
logistic company:
1) The first group is our key account customers, like LOUVRE, ZHONGZHIXIN,
LIANBANG. We call key account customers as direct customers and their
suppliers as indirect customers. Most of our key account customers produce
Continental furniture. The first category is our traditional revenue resources, and
it almost takes more than half proportion of our business.
2) In the second group, we provided the transportation service to some small
companies who have own business and own customers. In order to reduce the
cost, they couldn’t process the delivery route from factory to port. Normally, we
will provide indirect service to their customers. We had cooperated with this kind
of companies for long time, it is benefit to our business and it will be helpful to
run our new project.
3) The third group of clients should be the international freight forwarding company
and global logistics company who have own international network on
transportation, but they require local agent on domestic logistics.
Customer needs and wants analysis
The team members, the related staff and branch managers in ShunDe will work on the
customer survey, because ShunDe having the biggest furniture market in China, We
plan to collect at least four surveys from target customers under 3 different groups.
Question and feedback about the survey are as follow: (Please See Appendix I).
1) Questions
a) Do you know YONGYE Company?
b) What do you think our regular service to you before?
c) How do you think our capability on problem solving?
d) What do you think more important between quotation and service?
e) Are you interested in development Business to Australia?
f) Would you like to pay additional insurance charge on your shipment?
g) What is your expected the shipping route service between ShenZhen port and
Australia?
2) Feedback
a) Most indirect customers do not well know with our company well.
b) Key account customers are satisfied with our regular service.
c) Some clients hope us to improve our feedback on problem solving.
d) Most customers are interested in new shipping route project.
e) Customers prefer to the quotation cover the minimum insurance charges.
f) The expected cycle time should be between 24 and 48 hours.
g) Customers in ShenZhen and ShunDe put the service we offer is in the first place.
Customers in ShunDe feel the better price is the key point.
SWOT analysis
1) Strengths
a) Our company has enough certificates to identify our qualification on freight
forwarding business.
b) We provided high quality service to some large-scale international companies and
obtained a good reputation in the industry.
c) We have enough experience to provide service for furniture manufacture
company.
d) We have built up friendly relation with related governmental authorities and
association.
e) Our staffs are professional and skillful on international logistics business.
f) We have enough warehouses in ShunDe, Singapore to provide free warehousing
service for transferring shipments.
g) Our company is based in Shenzhen and all our offices locate in very convenient
place with complete facilities.
h) My company is a famous freight forwarding company in this industry.
2) Weakness
a) Our own network is not enough to cover gobal, we don't have enough resources
to develop more routes.
b) We have limited account customers.
c) My company is not well-know logistics supplier in this industry.
d) We have no own enough vehicles to offer logistics service more customers.
e) Most of our sale staffs are part-time responsibility.
3) Opportunities
a) Under the operation of our current business, we have already cooperated with
more than 50 furniture manufacture enterprises indirectly. Those are our potential
customers who need international logistics service as well.
b) As a well-known freight forwarder, it will be easy for us to contact customers.
c) Other freight forwarders would probably to provide us logistics business, because
we cooperate on other business.
d) We have already got certain cargo volume on the routing between ShenZhen port
and Australia.
4) Threats
a) From last December, our country promulgated a series of regulation, such as
furniture timber inspection and quarantine certificate that caused obstacle on
export. Therefore, the logistics market falls into downturn at the moment.
b) Some unqualified or some also do not obtain the inspection and quarantine
qualification certificate furniture manufacture company disorder Delivery, Cause
the business volume decline in an instant.
c) In 2009 due to the global financial tsunami, great impact on domestic furniture
export volume, the logistics market downturn moment.
3. Project Objective and Hypothesis
Project Objective
The problem that I am researching is that our revenue and cargo volume had reduced
a lot. The long-term goal of my project is by running our new “product” of new
shipping route between ShenZhen port and Australia, with providing a one-month
preferential price to our customers so that our business and reputation could be
recognized in our field in future. At the same time, our cargo volume will be increased
for another 100 tons per month on this routing after the preferential period. And there
will be another 10 new customers who will start cooperating with us.
Project Hypothesis
It is hypothesized that if the new shipping route is run successfully, we will have the
new highlight to improve our whole logistics development and more customers will
be interested in our business product.
4. Project Rationale
The challenge to the project manager is to prevent, anticipate and overcome complex
circumstances in order to complete the project scope on schedule, within budget, and
to the customer’s satisfaction. Good planning and communication are essential to
prevent problems from occurring and to minimize their impact on the achievement of
the project objective when they do occur and the project manager needs to be
provocative in planning and communicating and provide leadership to the project
team to accomplish the project object.
I realized that I couldn’t lead or make decisions in a vacuum. Sitting in an office
reading memos and reports about what’s going on in the operation is poor substitute
for seeing it first hand. As a project manager, I planed and worked with team together
to complete the project from the beginning to the end. I held the regular meeting with
team to work out the specific plan and discuss the issue together. In return, I could
control the project and solve the pending issues quickly.
Secondly, it is convinced that the efficient customer service policy is to know what
customers want and meet their demands in World Class English for Business. It
recommended four ways to getting feedback from customer, “face-to- face interviews,
making telephone calls, focus group, and through a written questionnaire.” I
collected experience and work out the written survey to customers in our first part of
the project. In such a case, we could understand what the key requirements from
customers first. Accordingly we could meet it and go on our project smoothly.
In addition to the above mentioned, Gober (1994) indicated: Honesty and integrity are
important to quality service-givers. That’s why they never make promises they can’t
keep. And they always keep the promises they do make. Many customers are given
easy promises in order to make them feel good, get rid of them, etc. Later, when these
promises are not kept, they get angry, distrustful and lose faith in the service-giver
and the organization.
Actually, we are facing embarrassed situation due to new competitors, in some of
which have not enough logistics resource but they could promise everything to
customers. The result is that they lost customer and customer couldn’t believe the
easy promises. In order to avoid any promises we couldn’t meet, I reviewed the budge
and cycle time with our team first. We tried to reduce any possible cost getting a low
reasonable price and to calculate more accurate cycle time at each point. We made our
promise and reached our promise to customers. We obtain our customers with our
reasonable price and retain our customers with our premises given and good service.
Last but not least, more concrete trick for understanding customer needs is to keep a
file for each of our external customers. Use the files to hold information that will help
us remember them and understand their past problems and concerns. Before a
meeting, review the file and get to know the customer’s product or service history.
Understand past problems, recommendations, and solutions. I also used such method
for each of our clients.
5. Project Design
. Planning Activities to Take Place
Activities with timetable
1) By the end of week 1
a) Taking surveys in different methods to know customer’s needs and wants.
b) By booking an appointment, Judy and I had meetings with our key account
customers, LOUVRE and ZHONGZHIXIN. Because of long-term cooperation,
they expressed their future support on this project, and provided us a lot of
suggestion.
c) Other team members in ShenZhen and Australia carried out surveys by email,
telephone and face-to-face discussion.
2) By the end of week 2
a) Having internal meeting to analyze customers’ feedback.
b) Making specific plan that relate to budget amount, everyone’s responsibility,
tariff and procedure.
3) By the end of week 3
a) Informing detailed information to our customers, such as tariff (Please see
Appendix II), YONGYE contact list (Please see Appendix III), operation
procedure and post responsibilities (Please see Appendix IV), schedule, etc to
acquire more information.
b) We will have the second meeting to review the budget and feasibility according
to the information.
4） By the end of week 4 to week 7
a) New Shipping route will be completely started up.
b) During the implementation, every leader of the task will report to me so that I
could monitor the development.
c) We will have a meeting to review the result by internal feedback and related data.
5) By the end of week 8
a) Another turn of visiting customers and assess whether the project reach our goal.
(Please see Appendix V).
A critical path analysis of these activities
Firstly, we take different survey to know customer’s needs and wants. Secondly, we
will have internal meeting to make specific plan that relate to budget amount,
everyone’s responsibility and promotion style. Thirdly, we will inform detailed
information to our customers, such as tariff, operation procedure, YONGYE contact
list, schedule, etc to acquire more information. Another meeting will be held to review
the budget and feasibility according to the information. Fourthly, trucking promotion
will be completely started up by special staff. During the implementation, every
leader of the task will report to me so that I could monitor the development. After we
finish one-month promotion, we will have a meeting to review the result by internal
feedback and related data. Finally, Another turn of visiting customers and assess
whether the project reach our goal.
(Please see Appendix V)
People involved and responsibilities
There are five full-time staff members who will take part in this project. Most of them
have been working in our company for years, and also are experienced at their works.
Peter, ShenZhen logistics supervisor, is in charge of contacting customers and
arranging shipment distribution. Yoko is responsible for taking survey, gathering
information and feedback, discussing with our customer and settling down new
business. She mainly focus on the works contacting customers. Han Yi Sen, ShunDe
storage manager is in charge of processing in ShenZhen, ShunDe warehouse and
arranging shipment distribution. Mrs Liu is charge of our account, managing and
monitoring our expenses. As the leader of this project, I will direct and monitor in full
sense, and join other’s responsibility at any time if necessary. Besides all above
members, there are some drivers and operation staff who would keep their usual
responsibility.
Cost Breakdown
Cost of material and equipment
Petrol: RMB
Toll: RMB
Forklift: RMB
Shipping: RMB
Office facilities: RMB
E-communication: RMB
Sub-total: RMB
Cost of time and labor
Since the five staff members will fully work for this project, we should afford most of
their two-month salary about RMB . Other part time employees are free of
cost in order to support this project. The sub-total amount for this item is RMB
.
Cost of finance
We will burden the lost profit for trucking promotion in order to implement this
project. This is estimated about RMB .
Contingency allowance
Contingency cost is estimated about 10% for above total expenses that is RMB
.
Total cost of the project
Initial cost: Petrol: RMB
Toll: RMB
Forklift: RMB
Shipping: RMB
Office facilities: RMB
E-communication: RMB
Sub-total: RMB
Recurrent cost: Labor cost RMB
Finance cost RMB
Contingency cost RMB
Sub-total: RMB
TOTAL COST RMB
Table 1: Total cost of the project
Cost Breakdown (All currency is in RMB)
ITEM SUB-ITEM AMOUNT
Material and equipment
Initial cost:
Sub Total
Labor
Finance
Contingency allowance
Recurrent cost:
Sub Total
TOTAL COST
Risk Analysis
The potential risk analysis
1) People-related
a) Staffs might ask for leave, due to sick or any emergency.
b) The new customers probably are not confident on our service.
1) Time related
a) The cycle time maybe delay, due to weather or traffic problem.
2) Products or service related
a) The Ship might come across weather that cause special problem.
b) Shipment might be damaged during transportation.
c) The insurance amount maybe can not cover the actual shipment value.
Management and Control
In order to avoid those risks with our utmost efforts before starting the activities, we
might take below actions.
1) Arranging other staff for back up.
2) Showing our documents to new customers to prove that we are experienced
enough on this routing.
3) Getting traffic information in advance to choose the best routing.
4) In case of any unexpected accident, dispatcher need to report information
immediately to customer service who will forward information to our customers.
Meanwhile, asking local agent for help.
5) Arranging shipments carefully and reasonably, and discussing with insurance
company in advance.
6) Confirming the actual value with customers, when we receive Shipping Notice.
Insuring higher value if they wish.
6. Project Implementation and Evaluation
. Project Implementation
General introduction of time, place and people of project implementation
The project was started to implement from 1st August to 30th September 2012. All
activities were processed by our full time Customer Service staffs and other part time
employees in ShenZhen, Austrialia, ShunDe and Singapore.
The working steps of implementation
1) Analyzing needs and wants of customers to know what and how we should do
a) One staff and I will visit ShenZhen marketing Ltd. to discuss our promotion that
will improve our service level than before.
b) Yoko and I will call on Shenzhen Shekou customs and customs Yantian to
acquire our expected information.
c) Two staffs will meet Shunde Furniture Association Win Company to get
Customers’ feedback.
d) Other team members will contact customers by email and telephone conversation.
e) By this survey, we could confirm follow issues: How shall we have our
promotion. What is the cycle time shall we promise to our customers? What is the
quotation during and after the promotion? How long shall we offer our free
warehousing?
f) Making up Customer file for every client (Please see Appendix VI).
2) Having internal meeting to make specific plan.
a) According to our estimated daily cargo volume, reasonably arrange trucks and
Sailing date.
b) We will check the container eachtime in order to guarantee the safety of
shipments.
c) We will require workers careful handling of goods loading, to avoid causing any
damage.
d) According to the estimation of the freight volume, we will use the 20 foot
container, 40 feet container, 40 feet high container.
e) ShenZhen head office will be the center to contact customer and ShunDe,
Austraila station for Each batch of goods information by email and telephone,
including cargo volume, quantity, purchase order, part number, cubic meters, pick
up time, arriving time, destination port, etc.
f) When there is an emergency delivery requirement, we will arrange to use very
means, such as arrange a truck to go freeway, even though the costs will increase,
the earliest barge schedule to ShenZhen port.
g) We will provide 3 days free warehousing to our customers.
h) We will offer 10% discount during one-month promotion.
3) Gathering information of the plan and preparing work
a) All team members will inform all our current and potential customers about the
quotation, operation procedure, our contact list, cycle time, effective date, the
promotion, etc. Above information will be delivered to our customers according
to their important level and working relationship.
b) We will prepare our internal work at the same time.
c) The third internal meeting was held to adopt the consensus of opinion that our
project can be started right now.
4) Processing the project and reviewing its weekly result
a) One-month new Australia route promotion start.
b) Everyday, we can arrange truck to the customer`s factory delivery of goods to our
warehouse.
c) ShenZhen Customer Service staffs receive Shipping Notice (Please see Appendix
VII) from customers, and timely inform the operation staffs for pick up.
d) The ship normally arrived at Australia port about 15 days. Southeast coast ports
error 1-2 day. The ship company sent estimated arrival time in advance so that we
fully prepared accordingly.
e) As a logistics supplier, we must be responsible for any damage or shortage of the
shipment quantity. By this serious principle, we actively clarified and
communicated the situation with shipper and consignee to get rid of this
misunderstanding and potential risk in time.
f) At the end of new shipping route promotion, we had the fourth meeting to collect
information and relative data.
5) Project assessment
a) After the project is completed, our sales staff began another turn of business
discussion to our target customers and clients in order to see whether we reach
our goal. Then the last meeting will be held at that time.
b) 90% new customers kept cooperating with us after the promotion.
Project Monitoring
Importance of monitoring
I learn from the book that it is important to keep monitoring on the project. If things
start to go wrong or will be delayed, I need to know about it as soon as possible, so
that I can make some necessary adjustments or make decisions to resolve the
problem.
Monitoring methods
1) I will ask all staffs to send me a simple weekly report (Please see Appendix VIII),
by which I could obviously find whether our activities match up with our plan.
2) Every staff will keep record of performance in their working logbook everyday
and I will check it every three days.
3) We will have four meetings on time to review the headway of the project.
Meeting logbook (Please see Appendix IX for) will be taken for monitoring.
4) I can check with our project framework (Please see Appendix X) to see whether
we follow up every task at any time.
Project Evaluation
Importance of evaluation
Evaluation takes place in implementing the project and after the project, which helps
us to find out whether the project run successful or not. No matter the project is
successful or not, we can always use evaluation to help us see if improvements could
be made in our future project.
Evaluation methods and results
Different methods were adopted in project evaluation, such as customer file, weekly
report, internal meeting, project framework, etc. By checking our internal business
files, we have 15 new customers increase. Our cargo volume is also increased for 150
tons per month. It proved we had reached our goal through this promotion. I also
discussed with team members to know their suggestions so that I could update our
procedure and improve the related activities. In addition, we took survey and got
opinions from our customers by questionnaires. Questions and results are included as
follows (Please see Appendix XI):
1) Are you satisfied with the service and quotation that YongYe provided?
a) 96% of customers are satisfied with our service. Especially, three new customers
who recognized our business by our former customers appeared in our business.
b) 85% of customers pay much more interest in our service than quotation. That
prove we could recover our quotation to normal standard as long as we keep and
improve our future service.
2) Are you interested in discussing more logistics business with YongYe on other
trucking route?
a) 90% of customers are happy to discussing more business with us. That means we
will have more opportunities to extend our logistics business.
3) Comparing with previous one, are you satisfied with the new Australia route
service?
a) 100% customers were fully pleased with new Australia route service.
7. Project Findings and Discussion
Data (Results) Analysis
The previous problem analysis
The previous problem is that our new customers are not easy to accept our logistic
service. It was caused by the shortage of highlighted logistics products, silent
reputation, drumbeating, the quantities of clients, simplex customers, etc.
Records of the implementation of project
Some records could indicate the implementation of this project from the beginning to
the end. Those records include Customer Files, Questionnaire form, Delivery Order,
Customer Assessment, Shipping Notice and Toll Receipts.
Results comparison
1) By investigating and analyzing our internal files and customers’ feedback (Please
see Appendix XI), we compared some essential factors shown as below Figures.
a) First one is Quotation. According to customers’ feedback, our recovered
quotation after promotion is a little expensive than before they were offered. 90%
of Customers still thought it is reasonable with our current service. Most of our
customers produce high added value goods so that they have much more concern
on service than quotation.
b) The second factor is Time. It is obvious that our cycle time is almost perfect
achievement. 100% customers are absolutely happy with it. It is the most crucial
point for us to keep and win new customers in future.
c) Attitude is third one. Attitude is not only what a staff impressed the customer for
him or herself, and represent the culture and management of a company as well.
This is the reason why every company contributes more concern on it. At this
point, I am still satisfied although we just improved 1% than before. Some
problems were happened because of different culture background.
d) Damage is always a serious problem to all carriers. According to the relevant
regulation, the compensation is calculated base on RMB per kilogram for
any damage or missing on the domestic shipment if the owner did not pay extra
insurance charge. However, it is easy to lose a customer if it happened often.
Especially for high added value product, it may cost more than US$ 1, for
a 20 kilograms shipment. In order to keep the shipment in a safe situation, we
took some different methods for the different goods before the project. In return
of this, we acquired 100% satisfaction.
e) As the fifth issue, accuracy is also important on both shipments and documents.
Sometimes, there are more than ten shipments and documents that are
consolidated in one container. So the information relates to Delivery Order,
Packing List, Invoice, etc. will be the basic information to distinguish from one to
the other. We are proud of our current remarks, and will put more concern on it.
f) Last but not least, response always presents management and capability of a team.
An efficient teamwork will provide their solution within shortest time. Our
commitment is half working day to resolve any problem with our solution.
Comparing the customers’ previous service, we increased 18% and will highlight
it in future bidding.
Figure 1: General performance before and after project implementation
0% 20% 40% 60% 80% 100% 120%
Quotation
Time
Attitude
Damage
Accurancy
Response
Af t er
Pr oj ect
Bef or e
Pr oj ect
2) Comparing our internal data from January to August, our cargo volume in August
is increased more than 150tons. The turnover that is 83% of international business
is also increased up to RMB 1, 688,.
Figure 2: Australia route report 1 between ShenZhen port and Australia
3) During one-month promotion from 1st Septermber to 30th September (week 36 to
week 39), our shipment lots and client quantities is also obviously increased.
Figure 3: Australia route report from week 36 to week 39
5) As one of our key account customers, LOUVRE assessed our performance of
August on their initiative (Please see Appendix XII). According to the
Australia route report 1 between ShenZhen port and Australia
0
500,000
1,000,000
1,500,000
2,000,000
Jan Feb Mar Apr May Jun Jul
0%
20%
40%
60%
80%
100%
Cargo Volume (kg) Turnover by Australia route (Rmb) Turnover by Australia route (%)
0
50
100
150
200
Week 36 Week 37 Week 38 Week 39
Cl i ent
Shpt
l ot
assessment, we can find out their consideration on different aspects. The results
absolutely indicate our success on this project.
Figure 3: LOUVRE monthly assessment
Results Discussion
Our team evaluated our performance against the objectives and hypothesis we have
set in the project. With the efforts, we could say we run the project successfully. The
goal of our project is to run our new “product” on the new Australia route between
ShenZhen port and Australia. In the promotion period, we obtained good performance
than we expected. The target is to increase our cargo volume to100 tons per month to
develop 10 new customers through the new product and the promotion price per
month. The truth is we reached 150 tons in the first month and got 15 new
customers. We developed our new business and gain satisfaction from our customers
in the service we provided. With success of our project, I feel more confident to make
more plans on business development and innovation in future.
The above analysis and results identify that we had fulfilled our project. However, we
are aware of some pending issues we need to be solved or improved, which I listed
below.
1) Discount Rate
a) After promotion period, customers satisfied with our service, but they might
require a preferential price for high cargo volume. In such a case, we need to
work out the discount rate based on the cargo volume.
Cycle time
46%Service
21%
Government
communication
7%
Cooperation
5%
Documentation
21%
Cycle time
Service
Documentation
Government communication
Cooperation
2) New Requirements
a) It is required for a number of export demand strict wood furniture, apply to
customs, inspection and quarantine, improve efficiency, shorten the time to
declare, speed up the process.
3) Detailed Operation Pending Issues
a) We picked up shipment from shipper by pallet cargo, which means maybe 10
boxes in one pallet. We moved the pallet cargo from ShenZhen port to Australia.
When we delivered the shipment, consignee only accepted cargo by box. The
problem is we could not check box one by one when we pick it up, but consignee
will do that as they receive. It involves who will take the responsibility for the
damaged box in the pallet.
4) Unexpected delay in the transportation.
a) Due to the bad weather or traffic accident, it may not be easy to control the
delivery time sometimes. However we could not wait the problem is solved by
themselves. The solution is to ask driver or shipment company reporting any
delay to Customer Service timely. Customer Service will inform customer
immediately after getting information and update to customer if any
improvements.
From the above results discussion, we know what we got and what we need to
improve in our future job. The most importance is that it brought valuable experience
on how to conduct a new product.
8. Conclusion
As the project manager, I planed, implemented and successfully finished it from the
beginning to the end. The project will open up new customers and impel potential
clients for more business.
Before the project, we took focus group, email communication, telephone
conversation, questionnaire and SWOT analysis in order to clearly understand our
customers’ consideration and meet their demands. Meanwhile, we tried to contact
more logistics company to acquire more current information on Australia route
between ShenZhen port and Australia in our filed so that we could draw out the
reasonable and competitive terms. According to above information, I set up our
strategy to run in this route. Each project will have its own characteristics, which will
be reflected in the way the logistics company organizes its approaches and activities.
The importance to planning of above type of analysis is the recognition of those
specific critical activities that our team must carry out effectively. Orientate our
planning towards those activities and make sure that we take them into account when
drawing up our action plan. Apparently, we worked out our concrete objective is to
increase our cargo volume for another 100 tons per month on this routing and there
will be another 10 new customers who will start cooperating with us.
During the implementation of the project, we monitored its development by
flow-chart with time-scale, internal meeting, internal files, customer files, group
discussing and weekly report. I fully delegate responsibility and authority, thereby
empowering the project team. My role is to facilitate and support the development and
implementation of corrective actions if actual progress falls behind planned progress.
The project is related to three main stations and all departments. So, spirit of
teamwork appears to be the most crucial point to the successful project. Our team
members are highly committed and eager to achieve the project objective. All staffs
feel a sense of unity and pride in these accomplishments. Communication among us is
open, frank and timely. There is a great degree of interdependency that members
frequently collaborated and willingly helped each other with work beyond their own
assigned tasks.
At the time of the project is finished, we had internal meeting, face to face discussion
with clients and questionnaire survey to evaluate the project. This project has been
extremely successful in regards to meet our goals, which were laid out before the
commencement of this project. Customers are satisfied with our quotation, cycle time,
service, etc. By checking our internal business files, we have 15 new customers
increase. Our cargo volume is also increased for 150 tons per month. Both the clients
and our staffs enjoyed working on the project. On the contrary side, we also found our
disadvantages that need to be improve in future.
We finished this project successfully and reached our goal, it will be certain that we
will benefit from it for our profit, customer quantity and new business which will also
create other new logistics products. At the same time, it is invisible to improve our
reputation, but that is what we need and the most valuable aspect on our company
long-term development.
Bibliography
Ansett, B. (1989). The Customer. Melbourne: John Kerr Pty Ltd.
Burnett, K. (1992). How to Win, Manage and Develop Key Account Business.
London: Longman Group UK Limited.
Gee, J. & V. Gee (1999). Super Service. New York: The MacGraw-Hill Companies,
Inc.
Gido, J. & J. Clements (2002). Successful Project Management. Beijing: China
Machines Press.
Gober, M. (1994). The Art of Giving Quality Service. New York: Gober & Associates
International.
Hilton, J. & X, Xian (2002). Practical Business Project and Proposal Design.
Beijing: China Central Radio & Television University Press.
Course Team (2001). World Class English for Business. Beijing: China Radio &
Television University Press.
LeBoeuf, M. (1987). How to Win & Keep Customers. Melbourne: The Business
Library.
Gu, Y. G. (1999). Practical Project Design. Beijing: Foreign Language Teaching and
Research Press.
Appendix I: Questionnaire before implementing project
深圳永业国际货运代理有限公司物流客户调查表
评定公司名称: 评估地点:
公司地址： 评估日期:
调查项目: 综合评估 职务:
评估人： 电话:
电子邮件地址： 传真:
选择代码
评估项目
5 4 3 2 1
代
码
1. 您以前是否了解永业国际货运代理有限公司 非常了解 比较了解 了解 听说过 不知道
2. 您如何评价我们以前的服务 很好 好 一般 差 很差
3. 你如何评价我们对于特殊问题的处理能力 很好 好 一般 差 很差
4. 您认为价格与服务哪个更重要 服务 价格
5. 您对深圳港到澳大利亚新航线服务是否感兴趣 非常 是 一般 不 非常不
6. 您是否愿意付保费来保证您货物足够的安全 是 不
您公司的意见与建议：
永业员工姓名：
Appendix II: Shopping tariff notice
SHENZHEN YONGYE
INT’L LOGISTICS CO.,LTD
YONGYE LOGISTICS
RM2210,GUIDU BLDG,52-56 CHUNFENG RD.,SHENZHEN,
TEL:0755-82391399(30LINES) FAX:0755-82391415（3LINES）
海运费（USD） 启运港 截关期 品名 附加费 SYD/ MEL/ BRI
船公司
20'GP 40'GP 40'HC
NYK 1190 2350 2350 SK 三
家具
电器
D
14/11/16,ADE(13)
（供参考）
K‘LINE 1180 2150 2150 SK 三
家具
电器
D
13/11/16
（价格到 7 月 4 号）
PIL 1250 2500 2500 SK 四/五 普通 TD
18/21/16
（价格到 7 月 15 号）
SYMS 1000 2000 2050 YT 周一 普通 TDi
18/15/20
（价格到 7 月 15 号）
HAMBUR
G-SUB
1180 2450 2450 YT 周一 普通 TD
21/18/ADELAIDE20D/
BRISBANE11D
(价格到 7 月 15 号)
APL 1175 2350 2450 CW 五/六 普通 TD
12/10/16
((价格到 7 月 15 号)
CSCL 1225 2450 2550 CW 周六 普通 TD
16/13/19
(价格到 7 月 15 号)
澳洲基本港口 2012-6-26
MOL 1025 2050 2150 SK 三
家具
电器
TD
14/11/16,ADE(13)
（价格到 7 月 4 号）
THC: RMB370/560/560 ≈USD45/68/68
DOC：RMB125 ≈USD16
Appendix III: YONGYE contact list
永业物流业务联系人
岗位 姓名 电话 手机 E-MAIL 职责
物流总监 吕凌志 直线：0755-82391390 13823444280 yylexuslv@ 负责公司国际物流业务
物流部主管 PETER 直线：0755-82391399 13926537393 yypeter@ 负责协调联系客户
物流部客服主管 YOKO 直线：0755-82391398 13543320436 yyyoko@
负责协调联系客户和 YONGYE
工作
物流部操作 刘敏敏 直线：0755-82391396 13480609656 yyliuminmin@ 负责货运代理跟单流程操作
新加坡主管 AMY 直线：0065-62213233 / yyamy@ 负责新加坡分公司工作
澳大利亚主管 TRACY 直线：0061-292829799 / yytracy@ 负责澳大利亚分公司工作
顺德业务部主管
PETER
谢
直线：0757-28910837 13060787975 yyxiexiaozong@
负责顺德分公司工作
蛇口拖车分公司 韩一森 直线：0755-26890206 13802221005 / 负责蛇口港拖车业务
蛇口仓储分公司 老许 直线：0755-86252881 13430454274 / 负责蛇口港仓储业务
盐田拖车分公司 韩一森 直线：0757-25219907 13802221005 / 负责盐田港拖车业务
盐田仓储分公司 小王 直线：0757-25217763 13534203140 / 负责盐田港仓储业务
深圳总公司总机：0755-82399331 传真：0755-82391415 地址：深圳市罗湖区春风路桂都大厦 2210 室 邮编：518002
顺德乐从公司电话/传真：0757-28910837
地址：佛山市顺德区乐从镇 325 国道罗浮宫对面兆安楼 201 室 邮编：528315 号
Appendix IV: YongYe standard operation procedure
永业国际货运操作流程
操作流程及应注意的要点
要素：目的港 装货港 柜型 柜量 船司 截关期 拖柜时间 运费
要素：承运人 托运人 拖车 报关 目的港 起始港 截关期
ETA ETD 费用 柜型 柜量 做柜 时间 地点
操作员审核操作记录与客户订舱单内容是否相符
要素：承运人 起始港 目的港 柜型 柜量 货名 截关期 船名 费用 拖车 报关
要素：业务号 订舱号 柜型 柜量 提柜码头 装货
地点 时间 联系人 联系电话 运费 是否转关
提供：1、船期资料：订舱号 船名 截关期 柜号
2、报关资料：核销单 外销合同 装箱单 发票 报关委托书
3、要素：出口经营单位海关编码 商品编 码件数
毛重 净重 货值 品牌 规格 生产厂家 是否退税 退税地址
客户下订舱单
业务员填写操作
记录
操作
安排报关
派拖车/安排仓储
收订舱回执
（S/O NO）
向船司订舱
操作部主管岗位职责
（一）费用确认
1、审核船司/贷代开出的 Debit Note；
2、审核费用结算单中的收付款明细帐单。
（二）签发提单
1、审核正本 House Bill Of Lading，做到准确无误，回避风险；
2、由财务签字盖章使提单生效，并安排寄出。
（三）协助本部门各岗位处理疑难事宜
协助操作文件处理各种疑难突发事件，以客户为本，全方位衡量，
果断处理。
(四)监督本部门各岗位工作
1、对事件处理及时、恰当，为客户及公司减少损失，赢得利益的员
工，要给予鼓励表扬；
2、对事件处理不到位，导致客户及公司利益受损的员工，要给予适
当的批评，使其改进；
3、对各岗位的运作流程及各岗位间的协作方式要始终关注，不断改
进，以便更好的服务于客户；
4、对于本部门的操作规程，要督促业务人员和本部门的员工，不遗
余力的坚决执行；
5、对于业务不熟练的员工，要及时给予培训指导，使其能胜任本职
工作；
(五)协助业务人员安排出货事宜
对于业务人员提出的疑难问题，要耐心讲解，及时给予答复，尽全
力帮助解决。
（六）开发外协单位
1、全面发掘各处协单位，如深港拖车及吨车行、报关行、保险公司
等，拓宽公司的业务类型，降低公司的业务成本；
2、协调维护好各处协资源，使其与我司共同完成高质量、高标准的
客户服务。
（七）周例会制度
每周召开例会，集中沟通和解决出现的问题。
操作文件位岗位职责
（一）订舱
1、每一票业务均要求 SHIPPER 填写完整的 BOOKING 传真我司，(需
向业务员声明，公司也要坚决执行这项规定，现在多数老业务员都少有
托运单，要不都是自己做一个)收到 BOOKING 后核对与手上的资料相符
后方可安排订舱。如有不符，需再次与 AGENT 或业务员确认，直至正
确无误后方可向船公司安排订舱；（另需审核有无运价员和操作主管签
字）
2、填写订舱申请向船公司申请舱位，订舱申请中应明确批示柜型、
柜量、目的港、出口口岸、截关时间、托运人及相关费用及预付或到付；
3、船公司的海运价不可高于报给 AGENT 的价钱，每出一票货前均
需向 AGENT 或业务员确认 OK 后方可放 S/O 给 SHPR。
4、向船公司发出订舱申请后，一个工作日之内追回船司 S/O，特殊
状况另计；
5、S/O 追回后，(通知业务人员后)放 S/O 给 SHIPPER。如 S/O 上面
有价格或其他货代公司的资料，必须涂掉，以免泄露给客户，引起不必
要的麻烦及损失；如需安排拖车、报关，应即时作出相应的安排后通知
客户；（如发生异常情况需马上通知运价员和相关业务人员）
（二）拖车
1、在工厂确定装柜时间后马上向车行下派车指令，将填写完整、准
确的“拖车委托书”和 S/O 传至车行，以便车行统一安排并在装柜前一天
与车队再次确认；
2、跟进车行的打单、提柜、到厂时间、还柜等一系列进程，并在车
到厂之前将“INFORMATION”（订舱号、柜号、车牌号及司机姓名、联
系电话）传到厂家，以便厂家安排装货事宜。如装柜时间不在正常工作
时间范围内，则必须先行将订舱号传至工厂；
3、在打单、提柜、还柜等一系列操作过程中出现的任何异常状况、
异常费用，应积极主动、及时进行相应处理，将损失降到最低。如确定
额外费用已产生，要根据责任问题，及时通知责任单位费用的产生；
4、将这一环节产生的所有费用准确的填写进操作记录。
（三）报关
1、重柜还场后必须与报关行及车队确认资料有无安全送达；
2、如由我司安排报关，需密切关注报关状况，确保截关前完成报关
事宜；
3、报关过程中发生的任何异常状况和费用，须积极主动地与报关行
及相关人员沟通，寻求最好的解决办法；
4、将这一环节产生的所有费用准确的填写进操作记录。
（四）缮制提单
1、在船开前一天向客户追要补料（做柜后第一时间就可以要，时间
就富余一些），按照客户提供的原始资料准确、完整、快速的缮制提单。
制作的提单初稿要确保与客户所提供的资料一致，避免因我司工作人员
的失误而造成的重复工作，给客人和船公司造成不良的影响；（准确）
2、船开第三天所有与客户和船公司间的校对工作必须完成；
3、我司提单需与船东提单核对相应资料正确无误后方可打印正本；
（快速）
4、单证的确认必须有书面形式，即客户回传的“OK 件”。所有单证
的来回确认件上需注明“TO：**** FM：**** DATE：****”；（有据
可查）
5、客户如有以下要求，则必须要求其提供保函（签名盖章），并报
主管审批后方可执行；（回避风险）
倒签：ON BOARD 日期比实际开船日期提前；
预借提单：在完成拖柜、报关环节的基础上，客户要求在开
船前领取提单；
提单签发地点与事实不符；
6、在文件的往来传真过程中，必须注意客户资料和订舱单位资料的
保密性，及不得向订舱单位泄露客户资料，不得向客户泄露订舱单位的
资料；（保密性）
7、在制单过程中产生的额外费用，须第一时间知会相关人员，采取
相应措施。（及时反馈）
8、所有文件完成后，PRE-ADVICE（MB/L，HB/L & D/N）最晚不
迟于船到目的港前七天 EMAIL 通知 AGENT。
（五）追回 DEBIT NOTE
1、船开当天向船公司追回 INVOICE；（费用清单）
2、根据操作记录核对船公司相关费用，如有疑问，应立即与船司进
一步确认；
（六）安排放货
1、对于客户要求不出具任何正本提单而直接放货给目的港收货人的
业务，必须要求客户填写我司的“APPLICATION TO TELEX RELEASE
（电放申请）”，签名加盖公章后传至我司方可办理电放事宜。通知
AGENT 或船公司（SHPR 拿船东单）电放前，SHPR 的电放申请单上必
须要有财务的签名确认，方可放货；（需和业务人员沟通，现在很多老
客户都不会给电放申请）
2、船东单及我司正本提单必须经由财务确认收到款后方可交寄给客
户，正常情况下客户必须签收正本提单。如客户要求寄单，必须要求订
舱客户填写寄单申请，收到申请，文件负责人需填写速递单及已寄单通
知并正本提单及 INV.交与财务，以便财务安排寄单及通知客户；
3、如客户要求扣货及扣货后再放货，每次均需出具书面保函，并确
认承担由此产生的费用和责任；
4、所有放货事宜必须得到财务许可后方可进行。
（七）打印费用结算单
1、与订舱单位核实 INVOICE 上需付款项，填写付款申请交出纳安
排付款；
2、审核操作记录中收付款项有无空缺及错误；
3、审核费用结算单中柜号、工作号、目的港、船名、截关期等一系
列资料是否完整，如有遗漏须补充完整；
4、打印费用结算单交由业务员等各级人员审核费用；
6、打印“INVOICE”传给客户（与出 B/L 同时进行，以便客户及时安
排付款拿单或电放），然后交出纳以便收款；开给目的港代理的“Debit
Note”或“Credit Note（现在操作位打不了）”,必须与 PRE-ADVICE 文件一
并 EMAIL 给代理。
（八）其它
1、熟练掌握各船司的基本资料，如中英文名称、操作文件联系人、
电话及各种固定收费标准（文件费、电放费）等；
2、对待客户、船司或其它合作单位都应该做到彬彬有礼，亲切友善。
3、熟练掌握各船司码头的操作规程；
4、熟练掌握各种产品的报关特性；
5、熟悉各船司的船期规律；
6、与人沟通要亲切、友善，做到彬彬有礼。
Appendix V: Activity Flow chart with timetable
Make up
customer file
Visit important
customers
Take
questionnaire by
email, phone
Analyze needs &
wants
Use 3-4 Shipping
companies
Regard ShunDe
station as the
contact center
Offer 3 days free
warehousing
Promise STS time
within 24hrs
Offer 20%
discount
Prepare work &
inform customers
ShenZhen Customer Service staffs receive daily Shipping Notice from customers, and
timely inform the operation staffs for pick up
Project
assessment
WEEK1 WEEK2 WEEK3 WEEK4 WEEK5 WEEK6 WEEK7 WEEK8
Implement the project
Everyweek, there are 2 ship separately leaving from ShenZhen port to Australia.
Make specific
plan
Arrange urgent
shpt by ship
Inform details to
customers
Arrange ship,
staffs
Unify operation
procedure
From the third week of the one-month promotion, we had to use the NYK, PIL, APL
ship company from ShenZhen port to Australia on Tuesday, Thursday and Saturday due
to the increasing cargo volume
The ship normally arrived at Australia About 14 days. The ship company sent estimated
arrival time in advance so that we fully prepared accordingly.
Settle down new
customers
Take
questionnaire to
know
customer’s
feedback for
improvement
Have internal
meeting to assess
project
Appendix VI: Customer file
Customer File
File No.: YY-C-05-B0001
Company:
Address:
Contact Person: Mr. Ms. Title:
Tel: Fax:
Email:
Starting Date:
Company System: Foreign Local Joint venture
Others:
Product Description:
Transport Mode: Shipping Trucking
Frequency Per Week:
Destination:
Special requirements:
Staff No.: Date:
Shipper（Full Name & Address）(托运人)
WS OCEAN LINES LTD
TEL: FAX: CTC:
Consignee (收货人)
TO ORDER
Appendix VII: Shipping notice
永 业 航 运 有 限 公 司
WS OCEAN LINES LTD
出 口 货 物 委 托 书(FCL)
如在操作过程中遇到任何问题，请不吝联络我司操作部：
操作 ： 0755-82391405
： 0755-82391399
操作部服务热线 ： 0755-82391406
客户投诉电话 ：13510875080 13902450770
E-mail: yy@
传 真： +86-755-82391415
Notify Party(通知人)
TO ORDER
B/L Type : □船东单 □货代单 □电放 □船证
Shipment term: □ CY/CY □ CY/DOOR □DOOR/CY
Place of Receipt(收货地) Port of Loading(装货港)
SHENZHEN
Payment: (支付方式)
□ PREPAID（预付） □COLLECT（到付）
Ocean Vessel(船名) Voy No(航次) Port or Discharge(卸货地)
SINGAPORE
Place of Delivery(交货地)
SINGAPORE
Marks & Nos:
（唛头/号码）
N/M
Kind of Packages: Description of Goods
（包装件数/货品描述）
400 CTNS KD FURNITURE
Gross Weight (KGS)
（毛重）
16,
运费及附加费确认：
O/F+THC+DOC+TLX FEE
Measurement(CBM)
（体积）
58CBM
_____X20’
_____X40’
__1___X40’HQ
_____X20’RF
Appendix VIII: Weekly report
WEEKLY REPORT (week )
Reported by:
Item Last Week This Week
Target
Activities
Things not to finish
Reason
Correction plan
Feedback
委托拖车，请详细提供以下资料及提前一个
工作日预约拖柜。
装货地址： ______
______
装货时间： ______
装货联系人及电话： ______
___
报关方式： □ 自报 □ 一般贸易
□ 手册 □ 转关
1、托运单是托运货物，安排运输和出具提单的依据，各项内容
必须认真填写。
2、货物的各项资料、唛头、件数、货名、重量、尺码
等必须填写。
3、运费与附加费栏，按双方协定的金额填写,不得空白。
4、托运人一栏，必须由经办人签名及盖章。
5、因托运单填写错误或资料不全，而引起货物不能及时出运，
运错目的地，提单错误不能结汇，不能提货等，而产生一切责任、
风险、纠纷、费用等由托运人承担。
6、如欲取消已委托的拖车，必须在出车前一个工作日内以书形
式通知本公司 ，否则由此产生的额外费用由托运人承担。
7、托运人保证在货到之前付款，否则承运人有权在货到目的港
后扣货，托运人承担因此而产生的一切责任和费用。
Shipper’s Signature & Seal（托运人签章）:
Appendix IX: Meeting logbook
MEETING LOGBOOK
Date:
Place:
Topic:
Presented people:
Last meeting review:
Current problem:
Action:
Appendix X: Project framework
NARRATIVE
SUMMARY
OBJECTIVELY
VERIFIABLE
INDICATIONS
SOURCE OF
INFOMATION
ASSUMPTIONS
AND RISKS
GOAL OR
AIM
To improve our cargo
volume, and get more
customers
Internal data
compare.
Financial and
Customer
Service
department
PURPOSE
OR
OBJECTIVE
know more
famous customers.
get potential
customer’s business.
3. To extend our new
business.
Visit customers
before and after
new route
promotion.
Customer
Service and sales
staffs visit
customers to
extend business.
Ship maybe delayed
to affect our service.
OUTPUTS Most customers well
recognize our
company and service.
Sales staffs easily
open up new business
to make long-term
profit. Our company
reputation will be
improved a lot.
New customers
happily discuss
with our staff.
Fixed cargo
volumes increase
a lot.
Financial report
and customer’s
response.
Customers are not
satisfied with our
service.
There is no any
business from new
customers.
ACTIVITIES 1. Analyzing needs
and wants of
customers.
2. Having internal
meeting to make
specific plan.
3. Gathering
information of
the plan and
reviewing its
headway.
4. Start the project
up and reviewing
its result.
5. Project
assessment.
Meeting
logbook.
Customers’
feedback.
Internal records.
Internal business
files and email.
Survey data is not
accurate.
Activities can not
catch up with
time-scale.
INPUTS Five persons will be
involved in the
project.
Office
equipment,
trucks, forklifts,
barge, ship
Financial:
Total costs is
RMB
Equipments are not
enough for increased
cargo volume.
Appendix XI: Questionnaire after implementing project
深圳永业国际货运代理有限公司物流客户调查表
评定公司名称: 评估地点:
公司地址： 评估日期:
调查项目: 综合评估 职务:
评估人： 电话:
电子邮件地址： 传真:
得分标准
评估项目
5 4 3 2 1
得分
1. 时间 100% 99% 98% 97% 97%
2. 运输正确率 100% 99% 98% 97% 97%
3. 运输安全率 100% 99% 98% 97% 97%
4. 正确安全交接率 100% 99% 98% 97% 97%
5. 服务和价格 很好 好 一般 差 很差
6. 友好与礼貌态度 很好 好 一般 差 很差
7. 对客户的询问和要求迅速作出反应 很好 好 一般 差 很差
8. 信息是否顺畅 很好 好 一般 差 很差
9. 与我公司合作更多业务 是 一般 不
综合评估：
您公司的意见与建议
员工姓名：
Appendix XII: LOUVRE monthly assessment
Forwarder Name: GSH Month Jul. 2005
Time(45%)
.Normal shipment cycle time-20% 100% >=90% >=80% >=70% >=60% <60%
Score 20 16 12 8 4 0
Standard: see remark 20
.Urgent cargo cycle time-15% 100% >=90% >=80% >=70% <60%
Score 15 12 9 6 0
Standard: see remark 15
.Freight bill submit cycle time-5% 1 week <=2 week >2 week
Score 5 3 0
Standard: within one week after delivery 5
.Return cycle time-5% 10 days <=15 days >15 days
Score 5 3 0
Standard: within ten days after goods clearance in SZ 5
(20%)
.Damage/shortage lots-5% 0 1 2 3 >3
Score 5 4 3 2 0
Standard: By Bill of lading 5
.Information feedback-10%
Pre-alert/other information 100% >=95% >=90% >=80% <80%
Score 10 8 6 4 0
Standard: Must provide accurate/timely pre-alert after goods pick-up from supplier 10
On-site service quality -5% Excellent Good Fair Poor Bad
Score: 5 4 3 2 0
Standard: Excellent on-site service. (unloading, re-pallet,etc) 5
(20%)
.Clearance documents accuracy-10%
Accuracy 100% >=98% >=95% >=90% <90%
Score 10 8 6 4 0
Standard: Clear and complete Shipped bill of lading and invoice, P/L etc. 10
.Freight bill document accuracy-10%
Accuracy 100% >=98% >=95% >=90% <90%
Score: 10 8 6 4 0
Standard: Clear and complete freight bill document 10
CONTINUED
communication (10%)
.Customs Operation-5%
Issue(lots) 0 1 2 >2
Score: 5 3 1 0
Standard: Existing any customs issues 5
.CIQ Inspection-5%
Issue(lots) 0 1 2 >2
Score: 5 3 1 0
Standard: Existing any CIQ inspection issues 2
(5%)
.Complaint 0 1 2 >2
Score 5 3 1 0
Standard: Good communication and cooperation with other third parties 5
Total 97
100-95: Outstanding
The forwarder receives first consideration in an awarding new business
85-94: Qualified
The forwarder is qualified to maintain current business
70-84: Fair
The forwarder is placed on probation and will lose 30% of current business
0-69: Poor
All business is removed
LOUVRE furniture company will only work with Best In Class forwarder to build long time partnership.
If any forwarder falls below the score of 85, they will be placed on a 30 days probationary period.
If the forwarder fails to improve its services to the Qualified level, the business will be reduced or terminated.
Logistics manager: lexus
Date: 2012-9-1
北外网院学士论文评分标准（终稿）
Marking Criteria for BA Degree Paper （For Final Version）
Assessment Items (评价项
目)
Explanation of Criteria（评
价标准说明）
Max.
Points
（满分）
Given
Points
（得分）
1. Cover Page, Table of
Contents, Overall Format
The entire document should look professional,
including titles, tables, fonts and layout.
10 8
（封面，目录，整体格式）
2. Chinese Abstract,
English Abstract （中英文
摘要）
Each abstract should concisely summarize the
key ideas of the paper.
10 8
3. Introduction (including
background information,
significance, rationale,
references, Problem
Analysis, Objective,
Hypothesis, Subjects,
Materials, General
Approach) （导言部分）
The introductory part of the paper should
adequately present the relevant information
needed to understand the basis for the project.
10 8
4. Methods (including
Project Design, Activities,
Procedures, Data Collection
and Data Analysis, some of
which may be included in
the appendix) （研究方法）
The description of the design of the project and
various procedures should be sufficient to
replicate the research.
10 8
5. Results (including a clear
presentation of relevant
findings in the body of the
paper and raw data in the
appendix) （研究结果）
The raw data is available for checking and has
been compiled into a format that clearly
expresses trends related to the hypothesis.
10 8
6. Discussion (including an
explanation of results,
references, and final
conclusions) （讨论和结论）
The results and their significance have been
fully explained and compared with the work of
other researchers. Conclusions have been
reached as to whether the hypothesis has been
proved/supported/disproved and on the broader
meaning of the project.
10 8
7. Cited References,
Bibliography （正文引用
文献，书目）
The format for the references and bibliography
conforms to the APA style. At least 5 relevant
references (excluding course books) have been
properly introduced and discussed.
10 8
8. Language （语言） The writing of the paper reflects sufficient
mastery of the English language for a BA
Degree.
10 8
9. Organization, Coherence
（论文结构，内容一致性）
The paper is well organized, coherent and
consistent.
10 8
10. Research Process
(including whether the
student has met all the
requirements for completing
and documenting original
research, such as collecting
The student demonstrates sufficient mastery of
the various elements of the research process,
such as doing original work, and has met all the
university’s requirements for completing the
project.
10 8
raw data). CRITICAL
ITEM （研究过程）
Total（总分） 100 80
Score (学生成绩) Overall Comment （导师总体评估意见):
论文撰写总体水平较高，语言流畅，结构合
理，研究方法得当，图表设计科学，有说服
力。文献引用恰当，格式符合要求。
Note: The total score (maximum 100 points) will fall into one of the following categories: 100 –
85 (Excellent), – 75 (Good), – 60 (Pass) and Below 60 (Fail). Individual items are to be
ranked in a similar way, on a scale of 10: 10 – (Excellent), 8 – (Good), 7 – 6 (Pass) and
Below 6 (Fail). If a student fails the “CRITICAL ITEM”, then the entire paper will receive a
failing grade.
注：指导老师在打分时可以打 分，如每个评价项目可以打 ，，7，9 这样的分数，10 – 分表示
此项评价项目为优秀, 8 – 分表示此项评价项目为良好, 7 – 6 分表示此项评价项目为及格，6 分以下为表
示此项评价项目为不及格。指导老师需要将 10 个评价项目的得分加总得出总分，并根据总分换算成对应的
四个评价级别。100 – 85 分为优秀, – 75 分为良好, – 60 分为及格，60 分以下为不及格。第 10 个
评价项目“调研过程”（Research Process）为一级评价项目，如果学生得了 6 分以下的分数，学生的整篇论
文成绩为“不及格”。
FOR TUTORS:
You are required to provide between-text comments on the student’s writing by
using the “Edit” function or a contrasting font color to highlight your comments
or suggestions while assessing the student’s paper against the following criteria.
北外网院学士论文评估标准
(适用于商务、教育方向论文初稿)
BeiwaiOnline’s BA Degree Paper Assessment Criteria
注意：以下评价项目并不代表论文章节，只是必须包含的内容，学生可根据实际情况进行组合。
评价项目
(Assessment Items)
评价指标
(Assessment Criteria)
满分
(Max.
Points)
得分
（Points
Given）
语言和结构
(Language &
1. 语句通顺，行文流畅，语言符合学术论文标准。
The paper does not contain major errors or a large number of language mistakes. The
writing is acceptable for a Bachelor’s level of English.
10
Organisation)
CRITICAL ITEM
2. 论文结构完整，包含了论文的必要组成部分，正文部分字数 4000－6000 词。The
paper is complete and contains all the necessary components. The body of the paper
contains between 4000 and 6000 words.
1. 研究过程能够证明学生真正开展了调研，比如通过调研收集了真实的数据。
Research Process demonstrates that the student has met all the requirements for
completing and documenting original research, such as collecting raw data.
研究过程
(Research Process)
CRITICAL ITEM 2. 论文体现出学生已经把握了调研过程的各个环节（如进行原创性的设计），并
且符合大学关于项目设计实施的所有要求。
The student demonstrates sufficient mastery of the various elements of the research
process, such as doing original work, and has met all the university’s requirements for
completing the project.
10
以上两个关键项的得分必须分别达到 6 分以上，否则论文不能及格。
The paper will be invalid unless the student achieves more than 6 points on each of the above two Critical Items.
封面、目录、整体格式
(Cover Page, Table
of Contents, Overall
Format)
封面、目录格式符合模版要求。论文整体格式整齐规范，符合模版要求: 标题、
字体、行距等符合规范；页码标注正确，从“导言”开始标注。
The Cover Page and the Table of Contents conform to the Templates. The paper is
professionally formatted, conforming to the Template. The pages are properly
numbered, starting with the Introduction.
10
1. 每个摘要均包含以下内容：项目背景（比如公司名称，作者的角色）、问题、
问题的原因分析综述、项目目标、项目假设、项目对象、项目内容、项目实施时
间、项目调研方法、项目调研结果综述、项目意义及关键词。
The abstract concisely describes: the project background, problem statement, problem
analysis, objective(s), hypothesis, research subjects, key contents, implementation
period, key method(s), main results, significance and key words.
2. 每个摘要均新起一页。
The abstracts both appear on a new page.
3. 无任何语言和标点错误。
There are no punctuation or language errors.
中/英文摘要
(Chinese and
English Abstracts)
4. 中文摘要为 500－800 字，英文摘要为 200－300 字。
The Chinese abstract is 500-800 Chinese characters in length, and the English, 200-300
words.
10
1. 导言充分介绍和项目相关的背景信息：项目背景（比如公司/学校的概况，作者
的角色等）、研究意义、问题分析、文献综述、项目目标、项目假设、项目对象、
项目内容、项目实施时间、项目调研方法。
The Introduction includes information on: the project background, rationale, problem
analysis, cited references, objective(s), hypothesis, research subjects, key contents,
implementation period, and key method(s).
2. 字数符合要求，导言字数不少于 300 词。
The Introduction contains no less than 300 words.
导言
（Introduction）
3. 导言新起一页，有论文大标题，页码为 1。
The Introduction appears on a new page as Page “1” of the body of the paper, with the
internal thesis title before the body part.
10
1. 明确描述问题、问题分析的方法、概括分析过程和分析结果。
The problem, along with the process and results of the problem analysis, has been
clearly defined.研究方法
(Project Design)
2. 明确描述一个总体项目目标及项目假设。
One primary objective and hypothesis have been clearly and specifically expressed.
10
3. 具体描述项目设计的各个环节（商务方向项目设计应该有必要内容如：具体任
务、关键路径、时间表、成员职责、成本分析、风险分析、实施监测与评估计划
等。教育方向项目设计应该有必要内容如：调研对象与方法、具体教学步骤、收
集数据的方法、使用的教材等）。
Research methods have been clearly defined, including: research subjects, procedures
(for business projects: activities planned, critical path, time scale, people involved, cost
analysis, risk analysis, monitoring and evaluation, etc.; for teaching projects: teaching
methods, teaching materials, etc.), and data collection.
1 明确描述数据收集的方法、时间、对象以及数量。
Conditions for collecting the data have been specified, including dates, times, research
subjects and quantity.
2. 用图表或表格呈现数据，每个图表或表格有编号和标题。
Tables or charts have been used to compile the data and show trends. Tables and
charts have proper titles and numbers so that variables are clear.
3. 数据的分析和讨论与项目目标和假设直接关联，能够总结出数据的总体趋势，
并能够提供原始数据以备检验。
The data has been compiled into a format that clearly expresses trends related to the
hypothesis. The raw data is available for checking.
4. 总结、分析和讨论了全部提及到的调研方法所收集的重要核心数据。
Each set of data has been presented, analyzed and discussed.
结果展示和分析
(Results Description
& Discussion)
5. 结果描述和分析部分字数不少于 1000 词。
The Results and Discussion contain no less than 1000 words.
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1. 结论中包含了对项目调研结果以及项目意义的结论性论述，并且与项目假设相
关。The results and their significance have been fully explained and compared with the
work of other researchers. Conclusions have been reached as to whether the
hypothesis has been proved/supported/disproved and on the broader meaning of the
project.
2. 包含了对项目局限性的说明和/或未来更深入的调研计划。
Any limitations and directions for future research have been discussed.
结论
(Conclusion)
3. 结论不少于 300 词。
The Conclusion contains no less than 300 words.
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1. 引用文献必须达到五项或五项以上（英语教育方向论文的引用文献不应包括项
目实施中使用的教材）。
There are at least 5 references cited in the body of the paper, excluding the school
textbooks used in the teaching projects.
2. 论文正文中和 Bibliography 中所提及的书目相对应。
The references mentioned in the body are consistent with the items listed in the
Bibliography.
3. 引用文献撰写符合格式规范（请参见“论文写作课程辅导手册”附录二）。
The references have been formatted properly (using APA style).
正文引用文献
(Cited References ,)
4. 文献综述应讨论以下内容：项目相关的理论基础、相关调研方法以及项目设计
的理由等。
References have been used to support the theoretical basis of the project, including
related theories and research. Connections have been drawn between the work of
other researchers and the current project.
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1 参考书目格式规范（请参见“论文写作课程辅导手册”附录二）。
The bibliography and appendices have been formatted correctly (using APA style).
Each appendix appears in correct sequence with its own title.
参考书目及附录
(Bibliography &
Appendices) 2. 参考书目中的文献信息和论文正文中所提及的书目相对应。
Complete information for the references cited in the body of the paper appears in the
bibliography.
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3.每个附录都有标号及标题。
Each appendix appears in correct sequence with its own title.
4. 附录应新起一页。
Each appendix begins on a new page.
总分 (Total Score)
100
总体意见
(Overall
Comments)
请将您对论文的总体意见和评语填写在此处。(Please write your overall comment
here. )
