Study On Corporate Development Strategy Of Zhuhai Port

In2008, the State Council issued the "Outline of the Plan for the Reform and Development of the Pearl River Delta (2008-2020)". Zhuhai is thereby explicitly positioned as a core city of the western bank of the Pearl River mouth. As required, the city will accelerate the development of Gaolan Port Industrial Area and improve the logistics function of Zhuhai Port. Thus, the development orientation of Zhuhai Port is confirmed from the national strategy level. In December2010, the Ministry of Communications and Guangdong Province officially approved the "Overall Planning of Zhuhai Port (Revised)", which has made it clear that Zhuhai Port is "an important hub of the national integrated transportation system". Under new historical background, opportunities continue increasing and a new wave of port economic development emerges in Zhuhai city. Zhuhai Municipal Party Committee and government established a development strategy "Invigorating the City on the Basis of Port Development". According to the strategy, the cargo throughput and the container throughput are respectively expected to exceed100million tons and3million TEUs within five years.The geographical advantage of Zhuhai Port is prominent, which has abundant deep shoreline resources. The port possesses the best conditions for the construction of a deep-water harbor in the western bank of the Pearl River mouth. The rapid development of Zhuhai Port in recent years has laid the foundation for a regional hub port. Nonetheless, further efforts are still needed to make it a100-million-ton super harbor in the true sense. At present, there are still some factors that restrict the fast development of Zhuhai Port, such as small scale, poor infrastructure and distributing network, the lack of container flights, and relatively small-sized overall economy in Zhuhai city. Besides, the competition between ports has become increasingly fierce. As a result, Zhuhai Port faces many difficulties to become a100-million-ton super harbor. It is extremely urgent to find out a way suitable for its further development.Under the guidance of such theories as strategic management of enterprise, the thesis firstly collects the mass data and materials obtained from port investigations and in-depth interviews. On this basis, the thesis explores the status quo and development tendency of the maritime industry at home and abroad; it then analyzes and demonstrates how to set up the development strategy of Zhuhai Port according to the train of thought "status analysis---strategy analysis---strategy making---strategy implementation". The strategy analysis part begins with analyzing the macro-environment in which Zhuhai Port develops by dint of the PEST analysis tool, followed by the introduction of Porter’s Five Forces Model, which helps summarize the industry competitive landscape of Zhuhai Port from the perspective of industry. Finally, the study assesses the strength, weakness, opportunities and threat of Zhuhai Port by virtue of the SWOT analysis and summarizes its own resources and capabilities. Hence, the thesis puts forward "four major strategies" based on "differentiation development", namely, business scale development strategy, longitudinal strategy of "Xijiang River tactic", integrative development strategy of port logistics, and global cooperation strategy. In the end, it proposes the countermeasures to manage these strategies and the strategic projects to be preferentially implemented.