Analysis And Optimization On Market Development Strategy Of A Company Of Tianjin Harbor

With the gradual adjustment of national economic policy since the reform and opening up, China's value of import and export trade continuously grows, especially after the accession to the WTO. The rapid development of economy has greatly stimulated the growth of water transport scale. The development of major port enterprises gradually drives into the fast lane, and the port construction investment increases in successive years. However,after the outbreak of the international financial crisis, the world economy entered into the downturn. China's port enterprise handling capacity is in the face of slowly relative growth and even absolute decrease.As the first-tier port operation company covering the most extensive operation cargos, A Company of Tianjin harbor has gradually established its own leading position in general cargo terminals during the nearly 50 years of development by virtue of its abundant operation experience and unique handling technology. In recent years, along with the rapid development of the world shipping industry, the company's existing quay berth level and handling technology can no longer meet the operational conditions of large scale professional dry bulk ships. Particularly, compared with its competitors, the company has no deep-water berth in the real sense. As a result, large ships cannot carry out berth operation. The shipping companies switch to other deepwater professional handling operation companies, and some high-quality supplies of goods have fled. At present, the major operating supply of goods of the company includes bulk grain, bulk ore, sand, dry bulk goods, steel, and large equipment such as wind power equipment, oil extraction equipment, professional vehicles and trains.Firstly, this paper reviewed and analyzed the research status of domestic and international sourcing strategy optimization, and described the relevant theories of supply development strategy. Also, the current operating condition of A Company was elaborated from internal and external perspectives, and the problems of the company in terms of the supply of goods development strategy were further summarized. On this basis,the supply structure optimization model was constructed to initially determine the future direction of development strategy through quantitative cost analysis and evaluation of cargo category contribution. Finally, according to the evaluation results,this paper studied the optimization strategy from three perspectives of developing differentiated supply development strategy.