Research On Competitive Strategy Of Yantai Port

Yantai Port is one of the ten biggest harbors in China. It is the main hinge port in the nationwide water transportation. At the same time it is an important joint along the big routeway from Tongjiang to Sanya which is being under construction. It takes a very important role in the integrated transportation network at home. The opening of Yan-Da ferryboat in 2006 joins the northeast economic zone, Pan-Bohai economic zone and Changjiang triangle economic zone into one unity, whose economic quantity accounts for 40% in Chinese GDP, indicating that the city of Yantai has turned into an important hinge on the railway route from north to south of China. Yantai Port and Longkou Port were incorporated into a new Yantai Port Group Co. on the 23rd of April, 2006. The new company at its second developing stage is facing a good many problems, such as how to choose its future developing orientation, how to optimize resource collocation, how to keep its kernel competing force, and so on. The thesis bases on both theory and practice, indicating the necessity and practical scheme of implementing the competing strategy through deep study on the environment and current status of Yantai Port, which bears very important directive significance for the further development of Yantai Port at its second developing stage.The thesis first reviews the theory on competing strategy and makes a particular analysis on the macro and micro environment China port industry are facing. The current industry status, general market situation and the puzzledom the proprietors are facing are summed up. Creative analysis is made based on the research incorporated with theory. The thesis uses PEST analysis approach to evaluate the influence the macro-environment makes on the company's strategy from all the political, juristic, economic, technical and social aspects. Five basic forces which have influence on the competing intensity of the port industry are indicated by utilizing Porter's "five-competing force model". The paper makes deep research on the strength, weak, opportunity and threat of Yantai Port both in its internal and external environment, and draws a conclusion of a differential competing strategy for Yantai Port by utilizing SWOT analysis tools, value chain analysis approach and competing strategy theory. The harbor should make great effort to construct its specialized deep-water dock, increase the degree of capital function and establish container dock through joint operation. All the above measures can be of great help to gain differential competing advantage.In the end, the thesis specifies six main Countermeasures in implementing the competing strategy, including industry optimization, industry developing Countermeasures, upgrading the quality of the working staff, exploiting and utilizing information technology, cultivating the company culture fit for the differential strategy and expanding external cooperation. Through all the above measure, the smooth implementation of the competition strategy of Yantai Port would be ensured and help the company to persist on rapid development.