Study On The Development Strategy Of H Shipping Company

Since the outbreak of the financial crisis in September 2008, a variety of reasons, such as serious excess capacity of the shipping market,china production structure adjustment, large mining investment in building large-scale fleet, the international oil price volatility, etc., resulting in the shipping industry is still struggling.Many industry experts and research institutes on the outlook is still not optimistic that the shipping downturn will continue for a long time.According to the external changes, the shipping enterprise should make strategic adjustment. In response to the crisis process, H shipping company also encountered some difficulties and a greater risk of the test run,need to study and formulate scientific and effective development strategy, to seize opportunities and meet challenges.In this paper the H shipping company as the research object, mainly through the method of qualitative analysis, theory with practice, conducts the research to the development strategy of the company. First of all, the research of macro environment using the PEST analysis method facing to H shipping company, using the Potter’s five forces model analysis of H shipping company in the competitive environment of the industry; Secondly, research and analysis of H shipping company management, human resources,corporate governance, financial status of the internal environment of H shipping company,clear the current situation and problems; and then, by using SWOT analysis method, analyzesthe opportunities, threats of H shipping company and its own advantages, disadvantages,based research on the selection and development strategy, H shipping company; finally, puts forward some measures to ensure the implementation of the strategy of H shipping company.Analysis shows that, H shipping company should choose a mixed strategy, strategy to determine the development strategy of “crossing the crisis, strong fleet, cooperation,diversified business”. This study provides a certain reference for H shipping company to achieve sustainable development, has some reference value to the related shipping enterprises.