Research On Competition Strategy Of The Xiamen Ocean Gate Container Terminal Co.,Ltd

With the rapid development of China’s economy, the transport service is alsobecoming increasingly prosperous. Water transport, with its inexpensive cost, occupysthe leading position in the long-distance transport of staple goods. Containerized traffic,being one of the most advanced modes of transport, is regarded as an important symbolof the modernization of transportation and its superiority has already been widelyaccepted by the society. At present, however, as well-known port enterprises andshipping enterprises from home and abroad set foot in China’s port industry insuccession, competition among container terminals is become more and more intense.Therefore, this essay, proceeding from the specific characteristics of the company,Xiamen Ocean Gate Container Terminal Co.,Ltd, and basing on the current situation ofcontainer port in our country’s South-East coastal areas and the present economiccondition of partial provinces in South-East China and Xiamen City, conductsresearches on the company’s developing strategies and provides fair theoretical basisand train of thought in development for its making of marketing and competitivestrategies.The exposition of this essay mainly includes the following aspects: carring outsystematic analysis of the current situation of our country’s economy,policy and thedevelopment of container port by adopting the analytical method of PEST and thetheory of "Five Forces Model", to obtain a clearer position and goal in this industry;bringing forward research and inquiry on the company’s own features, with the help ofanalytical method of SWOT and the theory of STP, to determine its segmentation oftarget market and then putting forward corresponding marketing and competitivestrategies,for instance, underselling and joint venture. The achievements of this essayhas due significance to theoretical research and actual operation. It provides theoreticalsupport for container ports’ strategy-choosing in the initial stage of running. It also hasreference value which lies in the joint effort in promoting Xiamen Port to be the keyport of South-East International Shipping Center and Haicang Port to be the core ofXiamen Port.