A Study Of Development Strategies On DS’s Offshore Business

Since2008, the shipping industry felt the full impact of the global economic crisis and recession, and the consequent reduction in new ship orders seriously affected the main business of shipbuilding enterprise. As the difficulty of the exploitation on land increases, the ocean has become the new ways to solve energy problems for many coastal countries. Along with the development of offshore oil and gas industry, the demand for marine engineering equipment and offshore structures has shown rapid growth.The policy support of Chinese government and the future development energy sector provide a driving force for the development of Chinese marine engineering equipment industry. Marine engineering equipments have the characteristics of high-tech, high-risk, high-input, high-output, high-value-added. The high-end equipment manufacturing industry is one of the seven strategic emerging industry which were recently established by the Chinese government, and marine engineering equipment industry is known as one of the key development sector.DS is the first shipbuilding enterprise in China which entered the top five shipbuilding companies of the world, also the first shipyard which entered the field of marine engineering equipment construction. In the current market conditions and the competitive environment, the development strategy will directly affect the company’s future.This paper is based on the enterprise strategic management theory and the marketing theory, and summed up the company’s internal strengths and weaknesses and the opportunities of domestic and international market by the internal and external environment analysis. This paper attempts to explore the development strategy of DS offshore business.This paper uses the macro environment analysis, industry analysis, marketing strategy selection and other management methods, and the analysis results on the development of offshore business has a certain practical significance and application value to DS and other domestic shipbuilding enterprises.