Research On Competition Strategy Of Longkou Port Shipping Agency Co.,Ltd

Since the increasingly competitive subject filed and the rapid change of environment, LONGKOU PORT SHIPPING AGENCY CO., LTD faces unprecedented threats and pressures. After a rapid development, as of the end of 2013, the company’s development faces grim challenges. Through the analysis and thinking about both theory and reality, we are seeking that, under the unpredictable external environment and rivalry competition, how the company could have a veracious self-orientation, if the company can construct its systematical ability of competition in the level of organization through increasing its QOS, building the core differentiation-based competence, constructing so that controlling the pointed internality of the enterprise. Served as a safeguard, what we have mentioned above can be a strong foundation for increasing customers’satisfaction and the growth in profit.Countering with the problems that need to be solved, we analyzed related words. In virtue of the PEST model and Michael Porter’s Five Forces Model, we analyzed the company’s exterior macro-environment and industrial-environment in detail, got on to the opportunities and challenges that the company had, integrated the interior resources and service-profit chain theory, interpreted the service system, service element service quality in depth and explored the advantages and shortcuts of the enterprise. Based on the analysis, we used SWOT Matrix and established strategic performing to evaluate the strategic positioning and intensity. After taking all factors (opportunities, threats, strengths and weaknesses) into consideration, we can decide the company’s differentiation-based competition strategy.After figuring out the company’s competitive strategy, we choose to improve the internal quality, convert weaknesses, enhance strengths and waiting for the diminishing of external threats, by estimating the integrated situation. Personnel training, salary adjustment, reinforcement of brand strength, internal process rationalized and alliances structuring can improve the company’s service quality. Centering on improving the service quality, we can construct core competence system, achieve the differentiation-based strategy and reach the strategic goal by handling various problems faced by the company. Therefore we can provide the company with an integrated research model and reasonable suggestions for elaborating its competitive strategy.With the reference to documents and analysis of reality in the research, we emphasize on the feasibility of the strategic choices while choosing, implementing and guaranteeing the right competitive-strategic choices. It has a great directive significance. First, we have found the breakthrough of differentiation-based competitive strategy, which concentrates on improving the external and internal service quality and thus has a directive importance for A’s strategic. Second, we bring up the idea that construing the core competence system, centering on service, integrating resources, forming a complete competitive strength and ensuring the growth of profit sustainably and stably.