China Ocean Shipping Agency Business Strategy

Till now, it's more than two years since China joint the WTO. As a company which had been protected more than 40 years in foreign shipping agency business, China Ocean Shipping Agency has to face the competence more than two years. So, it's time to count the company's performance. To be frank, compare with the years which had been protected, the present performance was much worse than before. We know that, but we need to consider whether the strategy we choose was perfect and whether we can do better or not. In this paper I want to discuss the problem of the present strategy China Ocean Shipping Agency Company adopted, and the possibility to choose different strategy and the consequence performance. I have worked for China Ocean Shipping Agency for more than 8 years, and I know at that time, that company's business promise is "to provide you service all day, in all aspects and through all the process" . I think by this way, they were just provided the basic standard service for clients, without any difference with other ship agency. Which make it can not been clearly distinguished with other companies, and due to they have too big structure and too much employee, which became a heavy burden in the competition, so they cannot have an excellent performance. So I think they can adopt differentiate strategy, which means distinguish key clients and provide superior service and then earn excess profit. And they need to adjust organization structure and enterprise culture, which take clients as core. Also they need change their marketing methods, which take more attention on the communication with client and how to deal with complain.