Bulk Cargo Business Development Strategy Of Shenzhen China Merchants Port Service Co. Ltd.

More than30years ago, China Merchants Port Service (Shenzhen) Co., LTD (hereinafter referred to as "CMPS") built the first shipping dock in Shenzhen, which became ’the lifeline of She Kou and the entire Shenzhen special zone’and made distinct contribution to the development of the city. Today, more than30years later, CMPS has developed into a comprehensive port with over ten millions tons bulk cargo throughput and over millions container TEU throughput. Meanwhile, as a district combining business financial service, creative culture, high technology and port logistics as a whole, She Kou has been turned into the most suitable place for living and working from a small fish-town.However, there has been distinct changes of CMPS’s status and role in the district economic development. First of all, CMPS has not been the lifeline of the city and conversely became a "structural contradiction" due to the dust, noise pollution, crowded and polluted road problems arising from port operation. Therefore, CMPS has to be subordinated to the whole city planning of Shenzhen city and She Kou industrial zone, turn over the costal line and land resources and drop out of its business mainstay--terminal service of bulk iron ore. Secondly, as a large comprehensive port enterprise and a commercial organization under the wholly market economic system, CMPS’s service covers not only She Kou or the Shenzhen city, but also the Pearl Delta and the whole South China. It is confronted with the market competition from the whole South China and especially from the southwest. Thirdly, as an old port and a developing enterprise under construction and operation in the past, CMPS is faced with the interior difficulties such as lack of preplanning, old equipment and facilities, aged employees, lack of senior management talents and so on.Confronted with the interior and exterior environment--shrinking resources, limited business structure, overcapacity in the area and aggravated competition, how CMPS finds the way to deal with these crisis has become an very important and difficult issue in front of the management team.Based on the quantity research and analysis of the years’ operation and development situation of CMPS, including its resources allocation, throughput, cargo types and return on assets, this thesis is to present the current difficult situation and the causes of it and to make evaluation and analysis of CMPS’s operation environment by using the traditional SWOT method. Meanwhile, it furthers to make survey and analysis of CMPS’s hinterland market, analyze its development opportunities and put forward the operation solutions and safeguard measures. Based on the above, the strategic object and development solutions of CMPS will be put forward. This thesis is not only to help CMPS find its development solutions, but also provide reference for the strategic development of port industry and the planning and development of the newly emerging port cities.The contents of this thesis include the following parts:(1) the introduction of research background and meaning, research methods and main contents;(2) the relevant theoretical overview:port theory and company operation theory;(3) operation status;(4) difficulties: interior and exterior difficulties;(5)the analysis of company operation environments:the assessment and analysis of interior and exterior environment;(6) company’ s operation, including solutions principle of choosing, the safeguards of the company’s operation and development.