| Along with the gradually intensified market competition, the operation model and service of traditional tramp shipping agency is always similar to each other without established service differentiation competition, neither core competitive advantage, that inch by inch the whole agency business is falling down to Red-sea competition. Especially during the post financial crisis period, under such gloomy shipping market, the shipping agency business is brought down with falling rate of profit and lacking power of growth.Moreover, old mode tramp shipping agency has too simple and single service item, so as one party related to supply chain and value chain, is being pressed and marginalized, so that development prospect of tramp shipping agency is really not optimistic.Based on the clarification above, the thesis with considering traditional business and service introduces AHP-Analytic Hierarchy Process, and makes up evaluation system, in this then enhancing comprehensively and scientifically evaluating service level, and ensuring market share.With adopting SWOT analysis model-Strengths, Weakness, Opportunities, and Threats, this thesis then comes to SWOT Matrix, and puts forward the overall strategy for innovation and transformation of tramp shipping agency.In addition this thesis connecting practices of shipping agency service, summarizes and classifies the recent practical examples of PENAVICO DALIAN on the innovation and transformation.In the end, thesis put to summary of potential and possible challenges and problems on tramp shipping agency transformation and innovation, and in order to find out solution, analyses and overviews the research and development direction. |
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