The Status Of Maersk China-us Container Route Analysis And Improvement Program

Since the reform and opening policy implementation, China economy construction has made great progress, international trade has achieved a lot, and international trading volume increases 10% every year. However, Sino-US international tranding is puzzled with long-term trading imbalance, which results in international trading friction between United States and China, also exerts negative impact on shipping industry.The financial crisis broke out in August 2007, then the global economy was flagging consequently. The crisis resulted in the lack of economy increase in USA and Europe, and consumers lost considence toward investment organization and market. The profit of Sino-US line was reducing gradually due to China's export volume decreased unprecedentedly. Therefore, strategy adjustment is an urgent matter cannot be delayed anymore.Freight is the most important source of revenue. There are three methods of freight pricing strategy including cost oriented, demand oriented and competition oriented pricing strategy. After integration of the macro and micro-economy of Maersk, in order to maximize the profit, writer advocated the pricing policy of hike in rate together with other auxiliary pricing methods on the basis of cost oriented pricing strategy.Cost leadership will bring us the competitive margin in the whole shipping line industry. The thesis demonstrated three main strategies of cost leadership, i.e. joining in alliance in order to control operation cost; reasonable empty container re-positioning; cooperation with local ports to decrease cost of port operation.All in all, under the backgrounds of current macro-economy, the thesis analyzed the Maersk Sino-US trade from a micro-economy view, and gave a conclusion to current appropriate revenue and cost policy to optimize the profit.