Research On The Strategies Of J Company Barge Transportation

Due to the continuing global economic sliding, as one of the key factors affecting supplychain’s competition, the harbors face more and more fierce competitive situation. J companystarted operation in2004and attracted people’s attention by its rapid development in the fieldof global logistics. In2013, J company’s container throughput exceeded10million TEU andwas continuing expanding the capacity. How could J company seize the golden opportunityof rapid development, making proper strategies and measures of barge transportation, thus toenhance its competition by developing barge network and attract more foreign/domestic tradecontainer throughput, therefore push forward itself to be a hub in Southern China. This isessential to both Guangzhou Port and Guangzhou city, and also is the main purpose of thisarticle’s analyzing.This article describes J Company’s development of foreign/domestic container business inrecent years, the introduction of new routes, and analyses the status of its operated shuttlebarge network, indicating the problems existing in the barge transportation. The articleintroduces Potter’s five competitive strength as well as SWOT to compare the bargeadvantages/disadvantages of J company, Shenzhen and HK. It also uses IFE, EFE analyzinghow could J company enhance its strength and compromise disadvantages therefore avoidingthreats and strengthening competition and barge transportationThrough above descriptions, this article finds out J company’s barge transportationadvantages of geography, costs, regular, fixed rates and terminal nominated but also pointsout that the problems of possible monopoly, transshipment in some places, still immaturebarge transportation market, inconvenient customs environment, weakness in domestics bargeand clients’ strong position during price negotiation. All the above factors increase thedifficulties of J company’s barge operation. In order to resolve the problems of J company’sbarge transportation business, better making use of its advantages and improving weaknesses,this article positions J company’s barge transportation function and development goal. Toachieve this goal, the article proposes three barge transportation business development strategies: to create J Company barge transportation business brand strategy; to build a bargetransportation alliance strategy; to launch barge transportation diversification strategy. In theend, the article proposes5corresponding measures to ensure achieving the goal.