Study On The Develop Strategic Of Qingdao Port Group

After nearly 60 years' building, particularly the sustained and rapid development since the reform and opening up, China has become a maritime power in the world. Ocean shipping plays an irreplaceable role in China's foreign trade. About 85% commodity in foreign trade is completed by seaborne way. Coastal port is an important gateway to the national foreign trade. Since the beginning of reform and opening up, the coastal port has undergone tremendous changes and played an important role in accelerating national economic development and opening up. Currently, the development of port has to face new situation, such as growing trend of economic globalization, the rapid development of the revolution in science and technology, the speeding up of industrial restructuring, and international competition. The international maritime transport is changing towards large ships, specialization, and rapid development in technology and business strategy. In the face of profound changes in the world economic situation, the coastal port must renew our choice on future development path.Not only the process of globalization is accelerating, but also international competition is becoming fiercer and fiercer. The development of international maritime transport is facing new situation, so port business is taking on an increasingly fierce competition trend. In this situation, Qingdao Port Group feel unprecedented pressure and challenge. Faced with a new round of high-speed port throughput growth and changes in commodity structure and seaborne market, Qingdao Port has exposed serious structural contradiction, and management system impedes the development of productive forces. To achieve the optimal allocation of business resources and enhance the competitiveness, choosing the development strategy is an urgent task. Whether evaluating from competition situation or from own development needs, developing a good business strategy is necessary.This paper takes Qingdao Port Group as the study subject and takes use of strategic management theory to research port development trends, analyzes internal and extern environment of Qingdao Port Group, then turns out to its opportunities and threats, advantages and disadvantages. On the basis of analysis, the Qingdao Port Group's overall development strategy is developed. Finally, a number of recommendations to enhance the competitiveness of the Group are presented.