The Research On The Marketing Strategy Of Coscon In South China

With the globalization of economics and China's successful accession to the WTO, China's container shipping industry is facing reapid developedment especially in southern China. In recent years, all domestic and foreign shipping companies keep their eyes on south china due to unique geographical advantages, the port advantages and adequate supply of container volume in this area.However, container shipping industry is also encountered with great challenges With all sorts of problems from local area and abroad. Therefore, COSCON Corporation (COSCON) and its regional branch in southern China--- Cosfresc should pay great attention to their competition strategy and actively search for solutions to get success in the market which is full of fierce competition.This paper will take the market strategy of Coscon in south china as the object of study, using the PEST model, five strength models and internal and external factor appraisal matrix tools and so on to analyses the company's internal and external environment and to identify the critical factors which influence the company's development. Using the SWOT matrix to analyze the opportunity, the threat, the strength and the weakness in which the company is facing to make clear the company's development direction in the future. The value analysis and the value curve is also used . And the conclusion is drawed finally that variation strategy should be taken to build up the particular advantages.In the last chapter of this paper,the balance scorecard is used in four aspects including finance, customer, internal flow and study & growth and so on, which will guarantee Coscon to be able to carry out the company's strategy plan in south china.In short, this paper will make use for reference for all the container shipping lines to build up core competitive power and expand market share and so on.