Research On Competitive Strategy Of COSCO Shipping Agency Co., Ltd.suzhou Branch

With the rapid transferring of the world manufacturing center to China,the strengthening of economic globalization and the deepening of international economic cooperation,the logistics industry has become a basic and strategic industry in social and economic activities.However,China's logistics industry started late and started from a low point.Driven by the rapid development of industrial,commercial and other economic activities,so it grew up with a certain lag and a certain gap between China and the developed countries.After the logistics industry was fully opened in China,a large amount of foreign investment coming into China's logistics industry,along with the single service logistics is overcapacity and other reasons,the market competition is becoming increasingly fierce.Firstly,this article introduces the theory of strategic management and competitive strategy.Secondly,the corresponding research tools are used to analyze the macro environment of COSCO Shipping Agency Co.,Ltd Suzhou Branch,industry environment and competitor analysis in the external environment of the research object.Thirdly,the resources and abilities of the research object are analyzed.Fourth,based on the qualitative and quantitative analysis of the internal and external influencing factors of the research object,SWOT matrix is used to make a comprehensive analysis of the internal and external connection of the enterprise,so as to formulate alternative competitive strategies for the development of the enterprise.Finally,QSPM is used to make strategic decisions.And determine the differentiation of competitive strategy in line with the actual situation of the company.After formulating the competition strategy,the author puts forward the plan for its implementation and corresponding safeguard measures,such as the guarantee measures for the effective implementation of differentiation strategy in the aspects of enterprise culture construction,organizational structure adjustment,talent team training,marketing mechanism reform and enterprise information construction.The research object is the subordinate branch company of a large state-owned logistics group company.There are many such companies in the industry,which can be said to be the backbone of China's logistics industry.Their core resources are relatively abundant,but there are deficiencies in the transformation of resources into capacity and productivity.One of the significance of the research is to help the research object make effectively use of the external environmental factors and their own resources and capabilities to formulate competitive strategies for its long-term development.Secondly,it is to provide the reference for the similar companies to formulate competitive strategies.