The Competitive Strategy Research Of COSCO Guangxi CO.LTD.

The Guangxi Province lies at West East China. With a sea and overland channel.According to the Guangxi Statistics Bureau’s report, the main port container throughput of1.1484million TEUs, up33%. Since2004, China ASEAN Expo permanent venue located inNanning, pulling effect on the import and export trade in Guangxi, with exports to ASEANgrew49%, imports grew41%during2011. At the same time, industrial transfer fromGuangdong into Guangxi, the freight volume of Xijiang River is rising. The country westerndevelopment policy covers the southwestern region of Guangxi, Yunnan, Guizhou and otherregions, Guangxi as the only waterway southwest province, will promote the development oflogistics industry.COSCO Guangxi as the enterprises directly under the state-ownenterprises-COSCO Group, has been set up in Guangxi over19years. Although the annualvolume continues is still keep grow, but the market share has been declining. With the newsituation, accordance with the headquarters development planning, In order to realizesustainable development of COSCO Guangxi, we must re-analysed the internal and externalfactors and formulate feasible development strategy.In this paper, we choose the COSCO Guangxi as the research object, using competitivestrategy theory, PEST analysis method, Potter’s five forces analysis method, SWOT method toto analysed the company’s the internal and external environment. According to thedevelopment strategy of COSCO Container Lines Company, use the analysis of SWOT matrix,the COSCO Guangxi’s strategic intention and target. Put forward "logistics solutions for theshipping company" to provide for the high-end customers and "have higher requirement forshipment requirements, rapid industry customers and provide integrated logistics solution tothe requirements of the value-added service of large direct customer". And chose thedifferentiation: shipping route product, customer service, marketing, value-added servicesdifferentiation. And put forward the specific shipping line route, branch office built up, humanresources adjustment, marketing management, multimode transport, focusing on key ports, tobuild the core competitiveness, in order to achieve the strategic objective of the company.