The Research Of Development Strategy Of Container Shipping Company H

All the time,the international shipping industry is the bridge and hub for global economic and trade exchanges.Data shows that 90%of the world’s trade is carried out by sea transportation,of which nearly 70%is carried out by container shipping.Thus,container shipping industry is not only a general transport service industry,but also plays a Strategic role in the national economic security area.It is an industry that every major trading country all over the world will pay more attention to support and develop.According to the statistics of the World Trade Organization in 2018,Korea is the sixth largest exporter and the ninth largest importer in the world.It is self-evident that container transportation is of great significance to Korea.But in the February 2017,as the largest shipping company in South Korea at that time.Hanjin Shipping suddenly declared bankruptcy,which not only shocked the world,but also greatly impacted the shipping industry in South Korea.In order to save and promote the domestic shipping industry,as the only container ocean liner company in South Korea,H Company has been strongly supported by the Korean government and is committed to turning losses into profits and returning to the ranks of the world’s first-class shipping companies.However,the reality is still quite cruel,H company did not crawl out of the long-term loss of the quagmire,on the contrary,there is a growing trend.Obviously,this kind of continuous loss occurs,which includes the factors of the continuing downturn of international shipping market and the severely competitive environment,as well as the reasons of the long-term poor operation caused by the accumulated defects within the company.Thus,it’s quite necessary to study the development strategy of H company.At the beginning of this paper,the background and significance of this research are described,then the relevant literature is introduced and commented,and then the main content and research methods of this paper are summarized.Secondly,according to the data that collected and learned,it introduces the theories of international container liner transportation,enterprise strategic management and enterprise strategic analysis tools respectively,which is the theoretical basis for the following analysis and research work.Based on the above theoretical knowledge,this paper analyzes the development strategic environment of H container liner company.Firstly,it summarizes the company’s situation,analyzes the internal environment of H container liner company by using the value chain and core competitiveness model,then analyzes the external environment of H container liner company by using PEST model and Porter competition model,and finally analyzes the external environment of H container liner company by using SWOT analysis method according to the results of internal and external analysis.According to the results of the above analysis,design the development strategy of H company,Then it makes quantitative analysis and qualitative analysis on H company’s strategic objectives in the next five years 2020-2024,as a result determined the principles and positioning of the development strategy design,and determine the development goals.According to the content of H company’s development strategy,the measures to implement the development strategy and the measures to ensure the smooth implementation of the strategy are formulated,and then the risk assessment and process control are carried out for the development strategy formulated by H company.The last part is conclusion and prospect.H company stands at the crossroads of survival and development,facing many unknown challenges inside and outside the industry,it is badly need formulate effective development strategies from a strategic perspective to achieve the healthy and sustainable development for the company.