Outside Behalf Of The Company's Industry-leading Strategic Research

With 50 years'development, the industry of shipping agency of China has evolved from state monopoly with the founding of new China to open and free competition today China Ocean Shipping Agency(also called Penavico) has always remained the leader in this industry and it still occupies about 50% market share under current condition of furious competition However, Penavico is clearly feeling more and more pressure and challenge coming from rivals both at home and abroad From the strategic perspectives, this thesis profoundly researches on how Penavico can keep its first market position under more and more severe competitive circumstance Using the"five forces model" by Michael Porter, the author analyses container liner operation and tramping ship operation respectively Based on the above analyses, the author summarizes strategic initiatives with regard to liner and tramping operations, that is, Penavico should further consolidate liner service, extend tramping service, open up third party logistics vigorously In order to keep stable and lead market position, the author systematically studies and discusses different aspects of specific operational strategies, such as service brand, international operations, organization structure, marketing, and human resources With effective combination of above strategies, Penavico will be able to increase its competitive advantage and maintain further and steady development...