The Research On The Development Strategy Of Coscon Qingdao

Port is the channel and junction for each country handling opening-up strategy and foreign trade. Qingdao port, neighboring the Yellow River, is an important international trade port and marine transport junction in the west coast of Pan-pacific area. It has trade transactions with over130countries and regions as well as over450ports at home and abroad. In the year of2010, the handling capacity of Qingdao port has broken350million tons, ranking the world’s No.7; its container throughput has reached12.01million TEU, ranking the world’s No.8; and foreign trade throughput has kept ranking No.2among all coastal ports in China, becoming the second biggest container port in northeast Asian area and regional international shipping center.COSCO Container Lines Co., Ltd.(COSCON) is a leading company in domestic container transport. Besides domestic container transport companies, the major rivals of the COSCON are those container giants outside the country. How does the COSCON plan its development strategy at Qingdao Port is the core of this thesis. The thesis can be divided into seven parts:The first three parts are background introduction to the development strategy of the COSCON at Qingdao port. Part One includes research purpose and significance, status of China’s container transport, and major contents of the study; Part Two is an introduction to relevant strategic theories; Part Three introduces development, status, and existing problems of the COSCON.Part Four is an analysis on exterior environment of the COSCON’s development at Qingdao port. Exterior environment includes macro environment (economic environment, political and legal environment, social cultural environment, and technological environment) and competitive environment (customers, existing rivals, potential entrants, providers, and substitutes). The purpose of exterior environment analysis is that the COSCON should consider opportunities and challenges brought by exterior environment factors in the process of planning development strategy.Part Five is an analysis on interior environment of the COSCON’s development at Qingdao port. Interior environment includes resource environment, interior management, corporate culture, and core competence. Through the analysis, it is can be found that interior environment is appropriate, which can provide the COSCON with correct planning guidance.Part Six is about strategic analysis and strategic choice on development of the COSCON at Qingdao port. Through SWOT analysis, the author has found interior advantages and disadvantages and opportunities and challenges from the outside, which can help the enterprise make strategic choice. Part Seven makes suggestions to the planning, which includes reducing cost, designing special routes, expanding integrated logistic business, developing e-commerce, etc.