Research On The Development Strategy Of JingZhou Port Yanka Container Co., Ltd.

With China's entrance to WTO, the transport service is meeting a new developing chance. The inland navigation service is an important transport style of general transport system. The containerization is a technology intensive,resource intensive,modern freight style, which takes great effort for the rapid harmonious development of economic. The inland containerization service is a hot spot of the economic development in the Changjiang River area. As a containerization company of inland navigation, JingZhou Port Yanka Container Limited Company is on the junction between the south-to-north economic area and east-to-west developing axis, which is a great natural advantage. Under the historical developping opportunity of the inland navigation service, how to enhance competitiveness and realize the strategic goal is a valuable item. Based on this background, this thesis takes the JinZhou Port Yanka Container Limited Company as research subject, and probe into the developing strategy of the company.Firstly, this paper presents the company's status in quo and the historical development, uses PEST theory to point out the company's external environment, such as political, economic, social and technological environment, and then utilize the Porter's five force model to analysis the industry environment which company engaged in. Then, it indicates carefully company's internal environment from product, human resources, organizational structure, productivity, enterprise culture and innovation ability aspect and so on. Secondly, it induces the company's extant strengths, weaknesses, sums up the opportunities, threatens company faces by using the SWOT analysis method. According to the weight of the indexes at all levels, it determines the strategic target of company and points out strategic principals, and proposes strategic organization plan, cultural plan, human resources plan, the market plan. In order to smooth implementation of strategy, the article finally analyses the corresponding policy in different stages. To sum up, this paper applies the strategy research theories to the development practice of JingZhou Port Yanka Container Limited Company, aim to confirm the feasible developing strategy for the compangy, in order to realize the strategic goal.