| Jin Lu passenger traffic corporation was established in 1973. Now it is one of the largest state-run enterprises specialized in highway traffic in Jilin province, which was awarded as the national secondary enterprises by the State Economic and Trade Commission and Ministry of Communications jointly in 1973. After years' development, Jinlu's total assets value is over 1300 million yuan. Jinlu has complete rear service supportability with 583 operating vehicles and 80 thousand square meter land.In the era of planned economy, restrained from the management method, Jinlu have ignored the regulating function of market, which hindered the development of the company to a certain extent. In recent years, because of the constant change of the competition environment, Jin Lu has met some problems: Firstly there are more and more passenger traffic companies, more and more buses, which result in the unordered competition inside and poor service quality. Secondly the vehicle structure is unreasonable. Low-level transport supplies are generally surplus, but, on the other side, high-level transport supplies are relatively insufficient. Moreover, the operation cost of vehicle increases constantly. In order to be the leader in passenger traffic industry, Jinlu must try to change the poor state, making out long-term strategy planning to solve the problem met in development, which is most important for Jinlu's future. The development of the company is connected with the outside environment. After analyzing the economic environment, policy environment, culture environment and the science and technology environment, we found that economy is growing, population flowing speed increases, highway construction is developed rapidly, the tourist market prevails ,which are all opportunities. Meanwhile Jinlu faces the threat of government strict control and poor decision-making power of company.The industry environment is the most fatal part of the external environment of which Jinlu faces, as the trade competition of the industry influences the profit ability directly. Through the analysis of the substituting enterprise, customer's demand, the rival, the suppliers, potential comers, and the cooperative environment among traffic enterprises, it is obvious that the highway, railway, and airline companies will share the passenger traffic market all the time. The development of the rivals and the high service demand of the customers, offer both of the rare threat and opportunity for the development of the company.Have studied the market function, productivity, and human resources management with function analysis method, we found that Jinlu is a group rich in experience and devotion spirit. The traffic route covers a certain scope, the vehicle is relatively new, the grade is high. Jinlu have certain brand popularity whose management system is sound. These advantages will speed up the development. At the same time, Jinlu is lack of high-quality human resources, the management mode is old, the depth of traffic route is insufficient, the operating cost is increasing. Those disadvantages will hinder Jinlu' s development .While studying the future development strategy, we analyze through SWOT the advantages and disadvantages, the opportunities and threat faced by the company, and offer a systematic development planning for the company.We designed corporation strategy vision, enterprise mission and " based on people, centered on customer "company culture.We designed following administration strategies for Jinlu corporation. 1. Product development strategy. (1)Develop overlengthy passenger traffic of the province border road and fast passenger traffic of expressway energetically; (2)Utilize the network of passenger stations and passenger traffic bus to develop small goods fast transportation. (3)Strengthen the connection and set up special route transport company. (4)Implement horizontal integrating strategy, open up special travel line, develop traveler transport business. These managing product...
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