| In recent years,due to the slowdown in global trade growth and the overcapacity caused by the large-scale ships,the overall growth of the international shipping industry is weak and the profitability is facing challenges.In the face of increasingly fierce competition and uncertain market environment,which competitive strategy to choose is crucial to the development of shipping companies.As a company that has been leading the development and reform of the market in the past 20 years,M company tries to explore transformation in order to provide customers with end-to-end integrated logistics services.Through the research on the competitive strategy of M company’s North China region,this article is aiming to help M company’s North China region gain further competitive advantages in the fiercely competitive market environment,and meanwhile it can be used as a reference for other shipping logistics companies in formulating and implementing competitive strategies.This article firstly based on the relevant theories of competition strategy and container transportation enterprise competition strategy,and combined with the actual situation of the enterprise,taking M Company North China as the research object,it analyzes the political,economic,social,technological environment and the overall situation of the development of container transportation and logistics.At the same time.Porter’s five forces model is used to analyze the industry environment in which M company is located.Subsequently,use the internal and external factor evaluation matrix to analyze the overall internal advantages of M company and the overall level of using opportunities to respond to threats.Then,using SWOT analysis method,comprehensive analysis of M company’s advantages,disadvantages,opportunities and threats in North China.Then,using the SWOT analysis method,it comprehensively analyzes the advantages,disadvantages,opportunities and threats of M Company in North China,and analyzes the alternative strategies with the help of the SWOT matrix model.Finally,the quantitative strategic planning matrix is used to demonstrate the competitive strategy,and the feasibility of the three competitive strategies is analyzed at the same time.Based on the results of the above analysis,combined with the status quo in North China of Company M,it is finally determined that Company M in North China should choose a differentiated strategy to further consolidate and enhance the competitive advantage of Company M in North China through differentiation of products,customer services,and marketing mix.In order to realize the competitive strategic goal of M PRN,the implementation of competitive strategies such as optimizing the supply chain system,optimizing marine products,continuously improving customer service experience,and strengthening the marketing of logistics value-added services are proposed.Meanwhile propose the measures to ensure competition strategies such as improving the human resource mechanism,accelerating the layout of logistics and warehousing,optimizing the organizational structure,accelerating the development of information systems and improving the management system. |
