The Design And Study On Strategic Transformation Of The SZT Public Traffic Company

Since the opening-up in China,there has been a fast development in the area of the urban public transport,which has particularly enhanced the development of both related public infrastructure and supporting services.The popularity of the public traffic card has been offering a great improvement in the effectiveness and experience in public consuming,as well as lowering the operating cost for the companies.With the faster development of society and urbanization,the authority has made a specific planning concerning the orientation and applied area for the public traffic card,with the guideline of "multiple-application,more functions in one card".On the other hand,there is a great impact on the development of the card because of relative polices by the People's Bank of China and of the fast popularity of mobile payment.As a local professional company for the public traffic card in Shenzhen,SZT Company has experienced a decline of profit in face of the cruel market and single operating mode.Therefore,in this research paper,the author is trying to make a further study of the company's strategic transformation,its own core skill and capacity of resources to help it with its industrial upgrading and sustainable development.Firstly,the research paper introduces the researching background,theoretic basis and significance of SZT's strategic transformation,points out the necessity of the transformation,and provides the theory of business life cycle and strategic transformation for the SZT's strategic transformation.Secondly,it applies SWOT to the study of contemporary situation,market environment,macro-policy and other inside and outside environment.Lastly,from the aspect of business financing,business recording,capacity of resources,market situation and policies,etc.,the author tries to figure out the necessity and feasibility the company strategic transformation,with the implementation plans and measures of safeguards.In the paper,the author considers that because of the innovations on the basis of the mobile internet,resource integration,customer experiencing and so on,there will be a breakthrough for the physical traditional card,which will probably meet the customers' needs in all ways.The author hopes that,this research could be a valuable reference for the upgrading and sustainable development of the public traffic card around the whole country.