The Research On The Development Strategy Of Cscl

With the globalization of economics and the rapid increase of transnational business and international trade, container shipping industry is facing rapid development. The fleet scale is developing to the direction of large-scale, specialization and modernization. Shipping enterprises have achieved better operating profits.China Shipping Container Lines Company Limited is a company engaged in container shipping and other related business. Established in1997and developed for over ten years, CSCL has finally achieved its first10-year leaping development and become the fastest growing container liner company in the world.The strategic environment for CSCL has changed significantly during this10years. The slowdown in global economic growth, excess capacity and high oil prices will persist, and the survival and development of the shipping companies are facing greater difficulties and challenges. In this situation, in order to become the leader in this industry, CSCL should establish effective enterprise development strategy.This paper discusses the basic theory of enterprise strategy management and the development course and trends of container transportation, analyze the internal and external environment of CSCL using the PEST model and five strength models. Using the SWOT matrix, this paper analyze the opportunity, the threat, the strength and the weakness in which the company is facing, concludes the opportunities and threats of CSCL and defines the development strategy as take the "large ship, strategic customers, strategic cooperation" and implement measure to achieve the strategy of CSCL.