Study On Strategic Positioning Of China's Nongovernmental International Shipping Enterprises

The implement of strategic management is the fundamental approach for China's Nongovernmental International Shipping Enterprises (CNISE) to gain continuing competitive advantages,and it guarantees the enterprises to maintaine the correct developmental direction. Therefore it is the inevitable choice for CNISE,which has experienced the production management and operation management stages and nowadays is stepping into the strategic management stage.Strategic positioning is the essence and soul of strategic management.This thesis synthesizes the theories of strategic management,marketing and economics to make research on strategic positioning of CNISE,The whole paper falls into six chapters.Chapter one firstly puts forward question and illuminates study background and its significances. Secondly elaborates that strategic positioning is the essential condition for CNISE to gain continuing competitive advantages.Finally illustrates the notion of this study and the main original points of the thesis.Chapter two reviews the origin and historical evolution of strategic positioning.this theory stemmed from Andrews' famous strategic management theory framework,which has been regarded as the basic principle for strategic positioning.it has three different theories and methods (namely,inside-fit-outside;outside-in;and inside-out).this chapter sums up these theories and methods,analyses their main viewpoints and disadvantages,and provides theoretical backgroud and developmental space for this research.Chapter three puts forward the improvements and establishes the four-dimensional framework theory on the basis of the disadvantages of Andrews' theory.strategic positioning is a dynamic,systemic project,which demands the enterprises to consider the following four questions: "What do the enterprises want to do?"; "What can they do?"; "how can they do?" and "the market supply and demand".These four dimensions compose the integrated system of strategic positioning,which not only contains the important factors of strategic positioning (such as,foudation,prerequisite,object,realization devices etc.)but also embodies its completed,dynamic and processing properties.This chapter also demonstrates that market supply and demand should be the basic point of strategic positioning.Chapter four firstly analyses the enterprises'management characteristics and specific properties which are different from other enterprises.Secondly it describes their current developmental situation and existing problems.finally elaborates the methods of strategic...