The Research On The Strategy Of Cosco Container Lines In South East Asia

Since the financial crisis in second half2008, the world’s majoreconomies have been in recession, and there has been a sharp decline ininternational trade business. Due to the weakness of shipping demandgrowth, the contradictions between international shipping capacity andcontainerized cargo quantity becomes intensified. Large loss occurred inthe enterprises of international container transport, some of Small andMedium-sized Enterprises busted up. In contrast, Southeast Asiaemerging economies maintain rapid striking growth.Under great pressure of economic depression, the mainstreamshipping companies have to search out their own problems and changetheir business model by strategic adjustment. COSCON, ranked the topfive largest in the world, is the biggest container carrier in China, hastaken some effective measures including the Strategies in South East Asiato tide over the difficulty. Based on the system theory of strategicmanagement, the author analyzes the internal and external environment of COSCON, summarizes the opportunities, threat, strength and weaknessby using Matrix Induction of EFE and IFE, makes the strategic plans byusing SWOT Matrix, lays down the alternative scheme with thesupplication of QSPM Matrix, and then works out the final strategiesaccording to the estimated enterprise resources. Lastly the authorelaborates the outlet of strategic implement by using data model analysisand presents the strategic co-ordination during the implementing of thestrategies in South East Asia.