The Strategy Research On Diversification Management Of Zhangjiagang Port

For some years, leaders of Zhangjiagang Port pay great attention to diversification strategy. They set up relative organisations, provide necessary manpower and financial resources, incline on managementpolicies, but no significant progress and improvement has been achieved on diversification management.Up to 2ool, the input of diversification management of the whole port makes up 20 percent of the total. Facing a market of intense competition , the demand of improving core-competence of port, the building of a big commodity flow, the chance brought by China' s entrance of WTO, in order to lower the risk of port management and furthermore improve port competition force, we must apply diversification strategy to port development.At the beginning, this paper introduces briefly the commonly accepted meaning & kinds of diversification strategy of enterprise, then generalizes the meaning of port diversification strategy:if loading, unloading and storing income accounts for less than 70 percent of the port management income, the port is the sort applying diversification strategy. Port diversification strategy may be divided into related business and unrelated business, among which related business strategy may be further divided into concentric related business and unconcentric related business;unrelated strategy divided into unified strategy and group strategy. By introducing briefly the developing history of enterprise diversification strategy of our country and that of developed western countries, I try to find the developing background of diversification strategy and the developing strategy that suits Zhangjiagang port. Through analysing the trade background , international & home situations, I point out that facing a more and more serious port competition in China, a growing port handlingcapability of the port group at the lower reaches of the Yangtse River and the spring-up of wharfs at Zhangjiagang, Zhangjiagang Port must choose the road of improving its core competence and developing its diversification strategy if it wants to remain invincible.After collecting relevant data of Zhangjiagang Port of recent years, analysing the main factors such as the sources of goods, talented persons, administration construction, and the policy & environment, applying relative theory and method to forecast, analyse and study,I generalize the resource superiorities of Zhangjiagang Port. On that basis,I put forward the diversification strategy of Zhangjiagang Port.The paper determines whether Zhangjiagang Port may apply diversification strategy from the terms of diversification management;infers the choices of diversification strategy for Zhangjiagang Port from the models of diversification management; puts forward that core competence must be cultivated first before diversification strategy is applied from the development routine of enterprises of western developed countries: specialization-diversification-core competence;puts forward the cultivation of core competence through the understanding of enterprise core competence and choosing Michael Port' s Tri-inspection method to determine the way-out of Zhangjiagang Port. At the same time, utilizing the internal resource superiority, various external chances, I put forward some strategies of developing diversification management;but reminds that diversification strategy should not go astray.