Diversification Strategy Research Ltd. Tianjin Port Coke Terminal

At present, China is deepening reform and opening wider stage, the economy continues to move in the direction of the steady and healthy development, and with the further development and opening of Binhai New Area, the real economy has become increasingly active, will bring a rare period of strategic opportunities and even Tianjin Port Coke Terminal Company. But the world economic recovery is weak, the slow growth of international trade, factor prices rising costs, increased competition in neighboring ports, piers coke production and management company is facing increasing pressure. Therefore, the company must seriously think about the future direction of development, to achieve the transformation and upgrading, the implementation of diversification.In this paper, the Tianjin Port Coke Terminal Company for the study to review the theory of diversification strategy as a starting point to find out the problems faced by the company in business development and diversification of operations urgency. Secondly, around the domestic macroeconomic situation, the development trend of modern ports, the status quo of China’s port industry and the development of Tianjin Port and other internal and external environment analysis to identify the opportunities and threats facing the development of the company; then, the company’s internal environmental factors were analyzed to identify strengths and weaknesses of the company’s existence. Subsequently, the SWOT model, the company’s strengths, weaknesses, opportunities and threats are analyzed, for the company to develop its own development strategy-SO diversification strategy, namely: to consolidate the traditional handling industry, to carry cargo type coke processing business, to develop central coke trading business and construction projects to improve the company’s yard efficiency and competitiveness. Finally, in order to ensure the smooth implementation of the company’s diversification strategy and developed safeguards, mainly optimize the organizational structure, technological innovation, corporate culture, qualified personnel, and so on.