A Study On Development Strategy For South Of China Region Of OOCL Logistics

Since the reform and opening-up of China, China has successfully won the shiningbrand of―World Factory‖with various advantages such as policy support, ample resource,low cost of labor force etc within30years, at the same time, manufacture andinternational trading industries have stepped into blooming development period andsignificant amount of international cargo transportation demand in China urged globalcontainer shipping line industry development to saturation. But accompanied with impactof American subprime lending crisis and E.U sovereign debt crisis, international trade andmost global shipping lines suffered from great loss. Under such circumstance, OOIL grouptimely adjust strategic deployment to energetically develop third party logistics businessfocused OOCL Logistics Co., Ltd at the same time of maintaining the industrial leadingposition of Oriental Overseas Container Lines (OOCL). For new integrated OOCLLogistics South China region, however, there is corporate vision and mission, but lack ofclear and accurate strategy position and proper strategy implementation guideline toachieve the goal of strategy.The business scope, characters of OOCL Logistics south China is introduced in thepaper, meanwhile, the problems and difficulties company encountered at this stage werepointed out. This study further analyze and illustrate the development status of third partylogistics industry in china and development trend in the future, by adopting PEST andSWOT models, the thesis analyzed and predict the macro environment and strengths andweaknesses of OOCL Logistics south China region. Concluded above research and study,the thesis proposed short term and long term strategic goal for OOCL Logistics southChina region, and put forward strategy choices with market segmentation strategy,differentiation strategy, talent strategy and information technology strategy and consist offive strategy implementation indemnification aspects and execution.The study aimed to provide the objective analysis and materialized strategy for thecore competence improvement of OOCL Logistics south China region, also to enhanceand consummate company business model for company’s further development in thefuture.