Study On The Development Strategy Of Zhanjiang Port(Group) Co.,Ltd. Based On SWOT-AHP Analysis

Thanks to the development of the global economy,port economy has become an important factor for regional economic growth.In order to promote the rapid development of port economy,both the Chinese Government and enterprises have devoted great efforts in the planning and investment of deep water terminals,improving the traffic conditions of railways and highways,expanding and upgrading coastal industries,so as to achieve the strategic objectives of “Invigorating the city through the port” and of “One Belt One Road”.As a major international sea port in the “Thirteenth Five-Year Plan” and the largest port group in West Guangdong Province,Zhanjiang Port and Zhanjiang Port(Group)Co.,Ltd.(ZPG)are committed to supporting the economic growth of the West Guangdong Province,the southwestern,central and southern regions of China.ZPG has to think about how to overcome adverse effects from its internal and external environment,and how to survive,develop and become highly competitive in the international arena.To this end,it is imperative for ZPG to formulate and effectively implement the development strategy.The Dissertation is composed of six chapters.Chapter I Introduction mainly states the study background and significance,domestic and overseas research status,study content and methodology.Chapter II is the relevant theoretical analysis and literature review,in which the port development strategy and such analytical methods and theories as PEST,SWOT and SWOT-AHP are described.In Chapter III,the external environment for the development of ZPG is analyzed according to PEST theory,with the opportunities,challenges and competition facing ZPG explained.In Chapter IV Analysis of the Internal Environment of ZPG,the collection and distribution resources,human resources and financial resources are analyzed,based on HR structure analysis,financial indicator analysis and other analysis methods;the core competition edge is proposed;and the existing problems and causes are also analyzed.In Chapter V Formulation and Selection of the Development Strategy of ZPG,the development factors of ZPG are subject to qualitative and quantitativeanalysis based on SWOT-AHP analysis,EFE and IFE matrixes to provide decision support for selecting the competitive strategies scientifically.In Chapter VI,the implementation of the development strategy is described,and relevant guarantee measures are proposed.Finally,a conclusion is given,and some shortcomings are presented.The Dissertation is designed to select the best development strategy for ZPG and provide reference for the development of ZPG's counterparts in China,by analyzing the internal and external environment,and identifying the advantages and disadvantages of ZPG,in both qualitative and quantitative analysis.