| The project of Shanghai Deep Water Port (SDWP) has been approved through six years' continual evaluation. The project, which has feature of long-term and huge investment, will bring the unlimited opportunities to the all kinds of industries related to the port construction.The Third Harbour Engineering Investigation and Design Institute of Ministry of Communications (THEIDI) has attended the whole evaluation and undertake the design task for the first period construction. Confronting the intense competition as the process of construction, it is important to make research of how to explore the design market in deep-water port construction. So the author uses the method of environment analysis (SWOT) to make competitive strategies for THEIDI based on the theory of enterprise strategy management and marketing.There are two districts in SDWP: Dayangshan district and Xiaoyangshan district, which has more than 20 km water front and 70 container berths. Xiaoyangshan district, which has more than 11 km waterfront and 30 container berths, and necessary infrastructure, will be built before 2020. The first period construction had begun in June of 2002 and will be finished before the end of 2005. So the market for port design is full of potential.The institute attending SDWP project should have the following features: high authoritativeness, lading technology, excellent quality, rapid and good customer service and reasonable charge.THEIDI, which is attending the design of SDWP, lies in Shanghai. It is one of the largest institutes in port design field of China. It has been assessed as "one of the best 100 institutes in the design and explore field of China" by the Ministry of Construction through 1992 to 2002. It has finished more than 3,000 projects for 100 seaports in China, and gained 55 rewards in all grades of state, profession and municipal government. Recently it has finished 10 container wharf projects, and wined famous reputation in the whole society. Using its own advantages for earlier attendance and strong ability, THEIDI defeated its competitors and undertook the design task for first period construction of SDWP.There are four qualified institutes for the project of SDWP in China. They are China Communications First Design Institute of Navigation Engineering (FIDIC), China Communications Fourth Design Institute of Navigation Engineering (FHDI), China Communications Planning & Design Institute For Water Transportation (PDI), and The Third Harbour Engineering Investigation and Design Institute of Ministry of Communications (THEIDI). So the main competitors for THEIDI are FIDIC, FHDI and PDI. They all have strong desire to attend this project.The author arranges their positions by following seven factors: competition area, government cognition, social reputation, achievements in the similar projects, human resources, technology level, and customer service level.The economic and technology features are the most important ones in all externalstrategic factors for the design of SDWP. Leaders in the central and municipals government paid high attention and support to the project of SDWP following favorable situation for port construction both in Shanghai and all China.The objective for SDWP construction is to build the first-class deep-water hub for container transportation in the world. However, the technology Challenges are self-evidence due to the long distance from mainland and the geographic site as an isolated island of Yangshan.Using the model of strategic environment factors evaluation, the author makes comprehensive evaluation for the project of SDWP concerning situation of port construction in China, Economic factors for SDWP construction, construction cycle, technology requirement, level of municipal government support, customer service demand and level of new technology in port construction. The results show that SDWP project has huge attraction and great challenge due to its high technology requirement and customer service demand.THEIDI's internal factors include: competition area, firm r... |
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