Research On The Business Refocusing Strategy Of East Bay Port Ltd

Port is the important resource to national economy and development of society. It plays vital role in opening-up and international trading. But current China’s economic reform make imperative to port industrial structure adjustment, while strategic research to port business is one of dominant subjects. As numerous domestic and overseas enterprises get into trouble when they try to implement diversified operation, now there is more recognition to refocusing strategy which is to grasp core resource and return to core business.The thesis’object of study is East Bay Port Ltd which was established in1998. It is subsidiary company of East Bay Port Group, mainly focus on investment and operation. Its diversified businesses including port operation, warehouse storage and logistics and road and bridge tolling. After15years development, East Bay Port Ltd. as an enterprise with diversified businesses, the major income coming from the ports it invested. But the operation of warehouse storage and logistics and road and bridge tolling are not optimized due to rigorous marketing environment and government’ control policy, also lack of inner energy in state-owned enterprise. The current situation is that the stock assets of warehouse storage and logistics have no more increase and the right of management of road and bridge tolling are facing overdue. So it is necessary to comb diversified businesses whatever consider industry environment of enterprise, advantage of resource or look at whole strategy and long term operation income. It needs to establish the port as main core business and continuously develop "investment-operation" model in this industry through diversified to refocusing strategy adjustment. The effective assets and resources of warehouse storage and logistics and road and bridge tolling then transfer to East Bay Port Group by means of integration and transformation. This series of adjustment will make the development direction of East Bay Port Ltd. to be more cleared. In this process to conceive business integration strategy to improve management efficiency, therefore create core competence in port industry.The thesis uses business portfolio analysis, empirical analysis and SWOT analysis to analyze operation and development of East Bay Port Ltd. Systematic elaborate the method of refocusing strategy through summarizing the main principles in enterprise transformation. It studies the establishment, execution and security system of refocusing strategy, thus provides refocusing development model for port enterprises including East Bay Port Ltd. to cultivate core competence.