Research On The Development Strategy Of Hua Li Shipping

In recent years, with the rapid development of economic globalization, the economic interactions among countries have become more and more frequent. International shipping is becoming more and more important for the development of world trade. The transportation of dry-bulk cargo plays an important role in the international shipping market. The transportation of dry-bulk cargo promotes international trade and the world economy, so it is drawing more and more attention of people.In2008, the subprime mortgage crisis of United States soon turned into a global financial crisis, which caused the recession of world economic. With the decline of international trade, international dry-bulk shipping market dropped quickly. The depression of shipping market is still going on in2012with no signal of recovery.Under the influence of the worldwide financial crisis caused by the United States subprime mortgage crisis, declining the financing ability of the private dry-bulk SMEs, a large number of SMEs have been closed down because of the shortage of fund. Living and development under this grim situation become the primary aim for HUA LI SHIPPING CO., LTD.Based on macro and micro analysis, combining normative research and empirical research, basis on Strategic Management and Dynamic Competitive,use "PEST" and "Dynamic Competitive" model to analyze the opportunities and threats for HUA LI SHIPPING CO., LTD; use Enterprise resource capacity and Value chain analysis to find out the strengths and weakness for HUA LI SHIPPING CO., LTD; make different kinds of substitution project by "SWOT" model and make out the stratagem, goal, mission, aim for the enterprise; introduce strategy implementation five essential factors and finally introduce the security mechanism, such as enterprise culture, brand, human resource, control system and CEO’s spirit.We make the development stratagem for HUA LI SHIPPING CO., LTD and wish they may workable for the company avoid the industry problem. These suggestions may also helpful to the other private dry-bulk SMEs when they facing the huge shipping market risks.