This thesis, which is based on a lot of gathering material, applying the competition theory of marketing as well as the method of combining theory and practice, defining the resources allocation in the interior of the company through the analysis to the marketing environment, competitor and operating status of Dalian COSCO logistics, has brought forward the strategic goals and strategic plans of the main business.By the analysis, we can come to the conclusion that the industry of shipping agency and freight forwarding has come into a mature period with the keen competition. Adopting the use of three basic competitive strategy-overall cost leading, differentiation and focusing on, we can reach the strategy plans as below.The developing strategy of shipping agency is to strengthen marketing, depend on PENAVICO'S reputation, use CIS strategy, establish the competition advantage of the company and implement strategy alliance.The developing strategy of freight forwarding is to protect and progress the freight forwarding as a core business, build up the image of the public freight forwarder in the market and pay highly attention to container freighter. Meanwhile COSCO needs to develop the business for bulk cargo under its selection so as to establish a basic volume of cargo and customers.With the consideration to the conflict of the company's organization, brand orientation and human resource on logistics business, as the new business the company will go into, subject to defining the resource distribution in the interior of the company, enlarging the market share is the key point of developing strategy for modern logistics business: Firstly, using the traditional logistics resources, enlarging the logistics market shares, Secondly, constructing an effective brand identification standing on COSCO brand preference, Thirdly, speeding development of human resources in order to strengthen the core competence of Dalian COSCO logistics, Fourthly, developing trucks logistics business as a cord business, Fifthly, setting up the freight station center as the developing platform for the logistics, Sixthly, setting up the project leadership. |