Research On The Development Strategy Of Shenyang Passenger Transport Group Co.,Ltd.

With its convenient,economic,and public welfare characteristics,public buses played an important role in the daily life of urban residents,and have become the optimal choice for public,economic transportation.However,as our economy grows and society develops,new ways of transportation emerge,such as private vehicles,metro,light-track trains,and Uber/Didi.Such progress has delivered a huge impact on bus operations.The case is best demonstrated in the way that,when there is a sharp decrease in the number of bus passengers,simultaneously as a result,the operating income of bus companies fell significantly.It is not difficult to admit that the bus companies are facing significant challenges.Therefore,re-analyzing the business environment and re-formulating the development strategy according to accurate analysis of opportunities and challenges appears to be vital to bus companies’operation.This thesis takes Shenyang Passenger Transport Group Co.,Ltd.(SPTG Group)as the research object.This research systematically studied the development strategy of SPTG according to the strategic management theory framework.Firstly,it analyzed the internal and external environment of SPTG.When analyzing the external environment,the study analyzed the macro environment and competitive environment of the Group using the PEST model and Porter’s Five Forces model,summarizing the opportunities and threats.With such a foundation,it then analyzed the key factors of the external environment of SPTG through EFE matrix analysis,produced corresponding analysis results.When performing the internal environment analysis,it qualitatively accounted for SPTG’s organizational structure,corporate culture,human resources,material resources,operation ability,servicing ability,government resources acquisition ability,and enterprise management ability.This study also analyzed the key factors of the internal environment of SPTG through IFE matrix analysis,produced corresponding results.Secondly,based on the vision and mission of Shenyang Passenger Transport Group Co.,LTD.,joined together with the results of environmental analyses,this study clarified the development strategic objectives of SPTG for the next three years and provided alternative strategies,endorsed by the results of the SWOT matrix analysis.Furthermore,this thesis quantitatively measured the alternative strategies,formulated the ’Integrated multi-wing development strategy’ by QSPM matrix.To ensure that the ’multi-wing development strategy’ was implemented effectively,this thesis further puts forward the implementation plan and corresponding safeguard measures.