Research On Promoting The Competitiveness Of Penavico Shanghai

Thanks to the global economic development, the logistic industry and market have made rapid progress, which is an excellent opportunity for China Ocean Shipping Agency Shanghai (PENAVICO Shanghai). However, in the mean time, due to the market opening and consequently increasing shipping agencies, it is under pressure from its competitors. So it is worth studying that how PENAVICO Shanghai will convert itself from a monopolizer to a top player in the market.This thesis mainly focuses on how PENAVICO Shanghai shall properly and actively deal with the heated competition by enhancing its competitiveness in order to get a continuous edge over its rivals.First of all, this thesis defines the background and significance of study. With a generalization of overseas and domestic study on enterprise competitiveness, problems to solve will be put forward according to the market background facing PENAVICO Shanghai. On this basis the major evaluation criteria of competitiveness will be surveyed.Second, based on the PENAVICO Shanghai's fundamentals and development history, this thesis gives a detailed analysis on the situation of the company's competitiveness and prescription for solving problems. It also compares the company with its domestic rivals and overseas counterparts by the major evaluation criteria of competitiveness. Thus, it defines how to promote the company's the competitiveness.Then, this thesis lays emphasis on the key strategies to enhance PENAVICO Shanghai's competitiveness, namely promoting quality-control system and strengthening customer relation management. With the establishment of customer management system, customers' new requirements and fast-changing market situation arediscovered timely so that necessary adjustments may be made to company's business strategy in time.Last but not least, aiming at meeting the requirement of the shipping agency industry in new era, the paper also throws a light on innovation in technology, organization as well as management. Though analysis we may draw a conclusion that it is necessary to adopt such reforming measures as adjust business strategy, establish customer management system, streamline organization and management, develop new product, provide new service, arm the company with powerful IT system, create company's own culture and foster sustained brand.With detailed analysis, the paper has set a direction for further development of PENAVICO Shanghai, a state-owned shipping agency with a history of 53 years. It is of real significance for the company to keep its advantages in a fully-opened market. The evaluation criteria of competitiveness put forward in this thesis is of innovative significance for the comparative research of shipping agencies. It is creative and workable to establish the evaluation criteria of customer contentment and adjust the service system concerned. Thus, this thesis has provided the decision-making foundation for PENAVICO SHANGHAI'S strategic planning and business development in contemporary ear.