The SWOT Analysis Of Yongzhou Termianls’Development Strategy In The Background Of Ningbo-Zhoushan Port Integration

Ningbo and Zhoushan Ports have abundant natural resources, which are the best in China. Located in the same harbor region, the two ports share channels and anchorage grounds. They also own the same economic hinterland. Although the natural properties show that Ningbo and Zhoushan are one port, they actually have become two independent ports due to different administrative division and management systems. As a result, they fight independently and lack the understanding of unification. Many problems have been caused over a long period of time, such as the unbalanced development of the sea area, the repetition of port functions, the irrational exploitation of some coastline and so on. These problems have become a bottleneck in the economic development of both Ningbo and Zhoushan. In this situation, the tendency of events is towards the resource integration of Ningbo-Zhoushan Port. Ningbo-Zhoushan Port has started up since Jan.1st,2006, which means the port integration has made an encouraging breakthrough. Then Zhoushan Yongzhou Container Terminals Limited., also known as Dapukou Container Terminal, has been successfully brought into trial operation since July25th,2010. It marks the best integration of these two ports’ superiority----Ningbo’s fund and management and Zhoushan’s deep shoreline. Obviously, advancing the integration development of Ningbo-Zhoushan Port has profit but no loss. We can clarify the function positioning and avoid internal consumption to optimize the functional structure and overall arrangement. From now on, Ningbo-Zhoushan Port enter the world competition and cooperation as one unified brand image can bring great economic benefits and sharpen the competitive edge.This thesis focuses on the development strategy of port enterprise in the background of Ningbo-Zhoushan Port integration, such as Yongzhou Terminals, and then formulates a series of relevant measures. The main works of this thesis are as follows.1. According to the Yangtze River Delta economic situation and port location, combined with some related studies of domestic and foreign ports integration, it probes into the necessity and significance of Ningbo-Zhoushan Port Integration and draw the technological routes of this topic.2. It carries out relevant theoretical researches between port logistics and hinterland enterprise development strategy and management, which provide a theoretical basis for further analyzing the integration of Ningbo-Zhoushan Port.3. Combined with the status quo and overall plan of the two ports integration, it analyzes the present situation of Ningbo-Zhoushan Port and the form and strategy of the integration.4. It introduces the evolution, present situation and basic information of the example of Ningbo-Zhoushan Port Integration---Zhoushan Yongzhou Container Terminals Limited.5. It makes a SWOT (Strength, Weakness, Opportunity, and Threat) analysis of the internal conditions and external environments of Yongzhou’s development strategy in the background of Ningbo-Zhoushan Port integration.6. It presents the Matrix Model of internal and external factors existing in Yongzhou’s development strategy. And it also defines the company’s strategic objective, each goal in stage, measures and suggestions.7. It concludes the whole thesis and makes an assumption for Yongzhou’s future.