Research On Transformation Strategy Of PENAVICO DALIAN In Container Liner Agency Business

International shipping agency is the derivative industry of international trade and international shipping,and is accompanied by international trade and international marine development and growth, is the bridge and the link to relate around the world for ships, ports and multi-owner. Its own development, help international shipping industry to raise efficiency, provide better services for international trade, but also have a positive influence on the world economy, play an important role in our country’s international transport, foreign economic exchanges, and the international progressive export trade.Along with the accelerating development of economic integration, trade and services to strengthen ties, more and more owners are changing from the ocean carrier to the integrated logistics operator, the demand for shipping services have become increasingly demanding, more and more diversified.since China’s accession to the"B&R", the promises are fulfilled, coupled with the current financial crisis, China’s ship agent enterprises facing a more complex and volatile external environment, business operators are also facing more severe test. After more than 10 years of development, ship agent business faced with the survival and development of choice once again. At the situation, the ship agent enterprises vision requires not only profound intelligence and wisdom, but also need to size up the situation, running with them, and grasp the opportunities Incident on the future development of corporate strategic planning.In this paper, the inter-related definition of international shipping agent is introduced firstly, then the concept, features, business sources, as well as the importance of the work of the ship agent are indicated in-depth on. Beginning with the microenvironments, the ship agent enterprises in Dalian Port area as an example, the analysis of the overall ship agent business industry environment, the current status and the open questions. This article puts Penavico Dalian as analysis target. By using SWOT analysis model, the article mainly analysis Penavico Dalian’s strengths, weaknesses, opportunities and threats, and then come to the ship agent SWOT analysis matrix. By means of the strategic choice, put forward the functional strategy to facilitate the smooth implementation of transformation strategies, and then put forward the implementary plans reciprocally, and proposes the strategy of business management on the basis of previous results, uses relevant models for analyzing and forecasting the supply and demand situation of Dalian container liner agency market, advances the key points to achieve the goal is basing on the core business and implementing the diversified business, last but not least, brings forward the concrete implementation measures around these two focuses on development.