Study On The Strategic Development Of COSCO Shipping Container Lines Co.,Ltd

Globalization of trade has made the market more competitive.Although China’s foreign trade is facing opportunities for men’s development after joining the WTO,it is also facing severe competition.In this context,strategic management,as an important means to enhance the core competitiveness of enterprises,shoulders the important task of improving the level of enterprise operation,rationally enhancing profit space,effectively controlling operating costs,and enhancing the core mechanism of products.In this regard,this paper takes COSCO SHIPPING Container Lines Company(hereinafter referred to as COSCO)as a case study,and makes an empirical study of the case nature of domestic shipping enterprises,which undoubtedly can more effectively reflect the overall situation of China’s shipping industry through the perspective of enterprise management.At the same time,it can also effectively excavate the common problems existing in domestic enterprises,and put forward effective solutions.Thus,at the level of theoretical research,it provides a relatively reliable research basis for practice and research in related fields.This paper mainly includes the following parts.First,to summarize the research background and significance,summarize the relevant literature and analyze the theoretical basis,lay the foundation for the study of this paper.In addition,investigate and research current situation and existing problems of COSCO SHIPPING Container Lines Company.On the basis of a brief introduction of the company’s basic situation,this paper discusses the current situation of the company’s development,the shortcomings of marketization and the poor operating environment.The reason lies in the lack of understanding of the market and the imperfect environment.Once more,the strategic environment analysis of COSCO SHIPPING Container Lines Company and the problems of political environment,economic environment,social environment and technological environment are analyzed.By using the "five forces" analysis method of P E S T analysis,it found that COSCO’s competitiveness in terms of competitor dimension bears the competitive pressure at home and abroad.In terms of the intrusive power of potential competitors in the market,COSCO should pay attention to the capital raising of similar enterprises to ensure that enterprises with corresponding competitiveness are monitored,and quickly adjust their own industrial model according to their advantages,so as to effectively enhance their competitiveness.In terms of the substitutability of environment,COSCO also needs to consider the substitutability of products.Although its current port ensures its own advantages,the possible changes in policy environment will also be a threat to its development.In terms of the bargaining power of suppliers,COSCO’s upstream and downstream shipping companies,such as logistics transportation,customs declaration and other enterprises,will also have such a situation.Therefore,as far as COSCO is concerned,its business activities will undoubtedly be subject to the bargaining activities of suppliers,and inevitably.In terms of the bargaining power of consumers,China’s industrial model has also led to the lower cost of transport goods themselves,the level of consumption that consumers can provide is very limited,and combined with the increasing competition,will undoubtedly further cause the limitations of the environment in which enterprises are located.Through S W O T analysis,the strategic environment of COSCO is analyzed.The advantages of COSCO are mainly in four aspects: brand effect,information system,human resources system,domestic and foreign trade and same-ship transportation.The development disadvantages include: imperfect environment of ports and customs clearance;insufficient understanding of customers and competitive markets;insufficient understanding of competitors.The development opportunities mainly lie in two aspects: firstly,in recent years,the gradual improvement of transportation network planning can undoubtedly effectively enhance their own development space;secondly,the advantages of COSCO through its own development will also be in the process of promoting its own market competition and environmental optimization,and will obtain more opportunities.The main threats are: firstly,vicious competition within the industry;secondly,the cost increase brought by the policy environment and the overall economic environment;thirdly,under the existing policy and regulatory environment,the supply of goods is decreasing.At last,Structure and consummate the formulation and implementation of COSCO’s development strategy.Based on the analysis of the objectives and choices of the company’s strategic planning,this paper puts forward the implementation of cost-control and product optimization strategies.In order to determine the smooth implementation of these strategies,this paper also puts forward specific safeguards.