Research On The Development Strategy Of Yangzhou Port Group

Along with the acceleration of global economic integration and the pace of development of large-scale ships,coupled with the deep industrial changes brought about by the rapid development of intelligence and information technology,most of the port enterprises in China are seeking a new development path to realize the transformation and enhancement of the port development mode.Founded in 1966,Yangzhou Port Group has a history of more than 60 years.In the context of global economic integration,the port economy has become a major new growth point for regional development.In order to promote the rapid development of the port economy,both the government and enterprises have increased their investment plans and efforts in deep-water terminals.The improvement of transportation conditions,such as railroads and highways,has led to a more rapid development of port-side industries.Therefore,how to achieve better and faster development in the worldwide market has become a problem that must be considered and solved.Therefore,it is very necessary to study and design the development strategy and specific implementation strategy of Yangzhou Port.This paper firstly introduces the background of the paper,the significance of the research,the current situation of domestic and foreign research,the research content and methods,and also the theoretical basis and strategic management analysis model used in this paper.Secondly,the external macro environment faced by Yangzhou Port Group is analyzed by PESTEL,and it is found that the external macro environment is helpful to the development of Yangzhou Port Group;the Porter’s Five Forces model is applied to analyze the competitive environment of Yangzhou Port Group industry,and it is found that the main competitors are the neighboring ports of the same type,and the threats in terms of potential entrants,substitutes,and upstream and downstream bargaining power are weak;the organizational structure,main The internal capacity of Yangzhou Port Group is considered to be outstanding from the analysis of five dimensions:organizational structure,main cargo type,human resources,financial situation and core competitiveness.Again,using the SWOT analysis,the growth-oriented development strategy of Yangzhou Port Group is clarified.The development vision and mission of Yangzhou Port Group,the overall development strategy objectives and specific strategic objectives are proposed,and the selection of development strategy of Yangzhou Port Group is described in detail from three aspects:basic strategy,competitive strategy and functional strategy.Finally,based on the selection of development strategies,specific implementation and guarantee measures are proposed in four dimensions:organization,culture,technology and talents,which help to guarantee the realization of the development strategy goals of Yangzhou Port Group in all aspects.