A Study Of The Development Strategy Of S Container Company

Since March 2018,a new round international trade friction between China and USA begun and lasted to 2019,which has had a long-term negative impact on international trade.The shipping industry,which is closely related to the international trade,has experienced ups and downs with the complex changes of international trade.Under this context,the port industry of Dalian port suffered severely impact,resulting in throughput declined,slowdown in revenue growth and even losses.Shipping companies,terminals,container yards and other industries were all facing surviving ordeal.This thesis selects S company as object of study,focuses on the survival status of small and medium size container yards in Dalian port,follows the rules of strategic management,uses strategic management tools,carry out the research on the external and internal environments of S company.This thesis combs out the opportunities and threats faced by the company,as well as its own advantages and disadvantages,from the PEST analysis,five forces model analysis,capacities and resources owned by S company.Through the summary of key factors in internal and external environment,and the score by experts,obtained the SWOT matrix of S company.Then score the attractiveness of each strategy with QSPM,and finally get the suitable strategy for the company`s development in the emerging stage.This thesis uses BSC as evaluative tool for strategic implementation,and tracks its effects in four aspects: finances,customers,internal process,learning and growth with relevant indicators.Finally,combined with actual of the company highlight the functions of strategic map in building soft power and transforming intangible assets into tangible results,as well as the guiding significance for the realization of the strategy.It is found that at this stage,the change of external environment and the reconstruction of industry pattern cause a great impact on the small and medium-sized container yards of Dalian port.S container company should give full play to its own characteristics,reduce cost,increase efficiency and optimize capacity through the mixed integration strategy,so as to improve market shares and reverse the current adverse situations.It is hoped that through the discussion of this thesis,it can provide useful reference for the strategic management of other small and medium-sized enterprises and help similar enterprises find their own way of survival and development.