The Competitive Strategy Study Of Dalian Shipbuilding Offshore Limited Company

Marine equipment production is a comprehensive shipbuilding industry for domestic economic and national defense. Nowadays, world shipbuilding center has transferred to Asia which consists of a new pattern of China, South Korea, Singapore and Japan. As far as to China, ocean equipment industry is with key value and advanced profit direction. It’s a magnificent industry which not only benefits to marine authority safeguarding and development, but also benefits to national safety, economic development and employment rate increase. Around corner of12th five-year-plan, shipbuilding industry has come to a most important stage. It faces both rare opportunities of development and grave challenges. We have to consider and resolve the issue of how to adjust industry structure and how to upgrade with transition.This thesis takes Dalian Shipbuilding Offshore limited Company (DSOC) as a study object. With method of GPEST analysis and Porter’s analysis, we have pursued some research in marine equipment building industry and its field environment. Based on company’s situation, we analyze external opportunities and threats; internal strength and weakness. Applied with way of SWOT analysis, the thesis discusses the four factors in every possible combination. Finally, it comes to a conclusion of feasible and effective strategy: leading the domestic and perfect the world. Abide to this long-run objective, company will make an overall plan to strategy implantation in structural optimization, organization change, human resource, technology advance, information upgrade and culture and brand enhancement.This thesis uses theory and practice, engages qualitative and quantitative methods together. These methods make eventual conclusion more professional and well-directed. I hope the research observation may give advice to the establishment of competitive strategy and future development of Dalian Shipbuilding Offshore Limited Company.