Research On The Strategy Of The Container Development Of Nanjing Harbor

Since the middle of last century, the strategic management theory becomes widely used in many domains, including the society, economy, culture, and technology. The importance of this theory could be proved in many cases, for example the development of the Japanese economics, the rise of the Pepsi Company, and so on.The port, as an open system linking to the outer society, is now facing more and more severe competitions, so it's much important to plan the future development of the port in strategic aspect. This paper mainly studied the strategy of the development of container of Nanjing harbor. At first a brief review was made to introduce the history of containers in Nanjing harbor, then analysis's made of the internal and external environment, trying to figure out its strengths and weaknesses as well as its opportunities and treats. Based on the above analysis, a guiding strategy of the container development of Nanjing harbor is brought forward using IFE (Internal Factor Evaluation Matrix), EFE (External Factor Evaluation Matrix) and IE tools. Further, SWOT matrix and QSPM (Quantitative Strategic Planning matrix) tool were used to determine the strategy status of the development of container hin Nanjing harbor, and finally brought forward a strategic goal using the containers throughput forecasting by the gray-trend curve combination. And at the end of the article the necessities which to achieve the strategic goal were given.On the behave of Nanjing harbor groups company, using the strategy management theory to study the relative problems of the container development in Nanjing harbor, and the results could be used as a reference to Nanjing harbor and the harbors of the same kind.