Decision On Improving Branch Liner Shipping Service Of Universal Shipping Limited Company

In recent years, Zhujiang delta has already developed in two world-class container ports -Hong Kong International Shipping Center and the Shenzhen Foreign Trade Route container port with the continuous acceleration of global container industry and rapid development of China container transportation. Therefore, the branch liner shipping transportation of the Pearl River Delta region combined with these two ports has also attracted more and more attention. Some scholars concerned munch about the branch line transportation of the Pearl River Delta region and the development of many minor ports. However, there was almost no study of transportation service quality from the angle of the liner shipping transportation companies in the Pearl River Delta region.Universal Shipping Co. Ltd. has been operating in the liner shipping transportation of Pearl River Delta region with great the pressure of competition. On the one hand, the general service quality of Pearl River Delta region is not satisfactory; On the other hand, there are too many companies operating in liner shipping transportation lack of effective management. The service quality and level of branch liner shipping transportation must be improved in order to be competitive among many competitors and take charge of more resources.This paper makes evaluation and analyses of Universal Shipping Co. Ltd. On the basis of fully inspection of the major ports around the Pearl River Delta as well as the soft and hard factors of the major extension liner shipping transportation combined with the operation condition of the company. Also, the paper makes the prediction of the current situation according to the data in the past to engage the scientific and reasonable prediction. Then, the major factors which affect the service quality and level are concluded and the evaluation model is established with the method of the fuzzy comprehensive evaluation to find the disadvantage of the company. Finally, the relative and corresponding decision is made so as to improve the service quality and level of liner shipping transportation companies.