Study On Customer Service Strategies Of Shanghai Far East Cargo Forwarding On The Basis Of Competitiveness Enhancement

Not only the reform and open of China also the construction of Shanghai International Shipping Center change the forwarding industry greatly. Here we discuss the development and service strategy of the Fareast forwarding company base on the customer core competence theory.After the analysis of environment of forwarding industry, we find that the entry of WTO and development of China bring more challenge and opportunity for forwarding, we also diagnose the forwarding industry in Shanghai market. We analyze the Fareast forwarding company from the section of human resource, information management, network and quality control.To develop core competence, we should take care of the core customers. Here we analyze the customers from shipping company, deputy customers and shipping line. We conclude that the limited shipping line increase the risk of operation, also the deputy customers will lower the profit of company. For the development of company, the Fareast forwarding company should extend the shipping line and network for the better service, the extend service should be paid more attention for the profit.From the diagnosis of company and the analysis of customer, we define the service strategy in the paper. The Fareast Forwarding company should combine the business process reengineering with the reformation of custom, realize the reformation with the principle of specialization and network. In the strategy, the company should construct new marketing network, set up new incentive policy, adjust the network with the change of circumstance, the company could extend to new shipping line and achieve more progress in the market competition, The change of circumstance let the Fareast forwarding company toface the challenge and opportunity, with its advantage to extend the market and elevate the service quality, so the core competence could be strengthen.