The Strategy Analysis Of Sinoagent Xiamen

With the development of the economic in China, the shipping industry was also developed accordingly in recent years. Xiamen is one of the most important seaport city in China and its economic progress is in close relationship with the port.In 2006, Xiamen port has already been ranked the top 20 biggest ports in the world. As the component of Xiamen port situations, shipping agent is one of the elemental factors that can help to push the port to develop. So, study on the strategy of Sinoagent Xiamen who is a green-hand in Xiamen shipping agent area and planning to chase the dominator named Penavico is very meaningful.The history of Sinoagent Xiamen and her present situations including inside and outside are very unique. So, the strategy must be on the basis of the situations study. This thesis just make use of the analysis tools of the strategy management to fully study the surroundings of shipping agent trade and Sinoagent Xiamen herself, and on the basis of the study, draw up the general development strategy, the competition strategy and the function strategy.This thesis is composed of six parts. The first chapter is the background introduction, expounds the goal and meaning of the study. The second chapter introduces the history of Sinoagent Xiamen and her present situations. The third one focuses on the characteristics of the surroundings of shipping agent. The fifth draws a conclusion on the basis of the above two chapters' analysis which is about what kind of general development strategy, competition strategy and the function strategies the company should choose. In this chapter, the human resource strategy and the customer strategy are discussed in details.The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. Sinoagent Xiamen should apply the strategy which can help to smooth away the weakness and try for the challenges outside. So when the company is searching for the business promotion, she should pay much attention to the company's image which should mean high quality services and can help to establish basic stone for the future. All the relevant function strategies and action plans should be circled around the general and competition strategies and the detailed plans should change according to the environment.