Research Of SDSC Shipping Business Competitive Strategy

As a large-scale state-owned shipping enterprise,Shandong Ocean Group is the main investor of Shandong shipping company,which shoulders the important mission of revitalizing the shipping industry of Shandong Peninsula.After nearly 10 years of rapid development,it has become the third largest dry bulk cargo owner company in China.The shipping business advantages of Shandong shipping company mainly lie in the strong strength of shareholders,shipbuilding contract with lease,specialized ship team,brand advantage established by key customer marketing strategy and ship operation cost with comparative advantage.The disadvantages are:the main business is not prominent enough,the transportation capacity structure is unreasonable,the customer differentiation service level is low,and the high-level shipping professionals are scarce.One belt,one road and the two big strategy of ocean power,is in the strategic planning of Shandong’s gradual transformation of new and old energy and strong marine province.It provides reliable policy guarantee and opportunity for the development of the shipping business.Internationally,with the outbreak of the financial crisis,the shipping market gradually presents a good momentum of development.Since 2018,the Baltic index has risen steadily,and some enterprises have made profits.In China,after several rounds of reshuffle in the shipping market,the competition of shipping business has gradually changed from disorder to standardization,and the industry rules have become increasingly perfect.Opportunities and challenges coexist.While seeing the opportunities,we can also see that at the time of the US general election,the United States vigorously carried out trade protection,and serious trade frictions occurred between China and the United States.Geopolitics has caused a great impact on the global shipping market.Under the influence of the new epidemic situation in 2020,international trade and personnel flow are severely restricted,economic globalization is facing a greater impact,and uncertain factors in the international shipping market are increasing.Based on the analysis of the above factors,this paper concludes that Shandong shipping company can only implement the strategy of focusing on differentiated competition,focusing on the main business of dry bulk cargo,persisting in implementing the strategy of big customers,comprehensively using various means such as FFA,ship time charter and financial leasing,constantly adjust the transportation structure,improve the logistics network of dry bulk cargo,take the customer as the center,improve the quality of customer service,and improve the quality of customer service Only when word-of-mouth wins the market,can we obtain sustained operating profits and realize the sustainable development of the company.In order to ensure the realization of strategic objectives,we should first adjust the organizational structure of the company and establish a more dynamic and efficient decision-making organizational structure system and mechanism.Secondly,it is necessary to broaden the channels of talent selection,vigorously recruit shipping professionals,establish a stable talent development mechanism,and stimulate the vitality of employees.While developing our own crew,we should strengthen the selection of land owned shipping backbone and cultivate core resources to lead the company’s development.The third is to make full use of the high-quality management and management mode of the company,improve the management and management level of the company’s staff.The research of this paper can not only help the enterprises to effectively integrate the advantageous resources,but also make the main business bigger and stronger,so as to realize the promotion of comprehensive competitiveness and brand advantage,and obtain huge profits,but also provide reference and reference for the sustained and rapid development of Shandong shipping company in the next stage.