| Over the past few years, with the sustained decline of the global shipping industry situation, most shipping companies were competing against the others to place orders for new container ships with the goals of reducing operate cost of single container and the ship’s fuel consumption. Large-scale ship has gradually become the industry trend.At the same time, the problems like excess capacity of container ships, and the price declines of each shipping lines are more prominent. The competition in shipping industry has become fierce.The overall market environment is stagnant for years. Since 2012, China Shipping Container Lines Co., Ltd.(CSCL) efforts to implement the China Shipping Group’s "The depth development of the Yangtze river strategy" to promote the development of container transport business of the Yangtze golden waterway. With the national industrial structure adjustment, coastal industries are gradually shift to the central and western provinces, the Ministry of Transport timely put forward the "The 12 th five-year period overall advance of the Yangtze river golden waterway" and define Chongqing as the shipping center of the upper Yangtze river. Putting forward along with the national strategy "The belt and road initiative", CSCL combined with the company strategy with national strategies, and actively carry out multimodal transport operations, such as rail and sea transport, land and water transport, all water transport.Under these circumstances China Shipping Container Lines.,Co Ltd(Chengdu and Chongqing) response to the national "The Belt and Road iniative" strategy and the group "depth development of the Yangtze River strategy" positively. Focus on the structure change of goods in Sichuan Chongqing Yunnan Guizhou province and other places and strengthen marketing works keep in touch with important customers develop potential customers. Meanwhile the company should reduce the overall operating costs, try to balance the foreign trade import and export container concentrate on developing of multimodal transport, especially the development of the rail and sea transport business, supply the best logistics chain to the client.With the aid of internet resources, by using the method of literature investigation,survey method, comparative research and case analysis method, through the strategicmanagement research of CSCL Chengdu and Chongqing, this article promote a comprehensive analysis, point out the problems and weakness. Focus on the improvement processes of strategic planning of CSCL Chengdu and Chongqing. To adjust the structure of the customer and develop direct customers as an important starting point, to enhance rail and sea transport particularly as a priority, and try to integrate the resources, increase marketing works, improve management and operate efficiency, strengthen extension services.Firstly, this article reveals the background and significance of the topic, explains the basic thinking on the research. By using strategic management theory, marketing theory to guide and support the connected exposition. In chapter two, it gives the definition of strategic management, and how this theory works on the container shipping industry, and next is the development history of CSCL strategic management.The brief introduction CSCL Chengdu and Chongqing is as follow. Subsequently, the article gives a deep analysis and research of external and internal environment on CSCL Chengdu and Chongqing through strategic management theory, and come to a quantified conclusion. Based on the SWOT matrix, CSCL Chengdu and Chongqing make use of strategic choosing and formulating the development strategy. |
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