Research On The Competitive Strategy For China Ocean Shipping Container Lines Company

As China joins WTO,international trade has a rapid development with the international globalization. Under such circumstances, ocean transportation business has climbed. As a large state-owned company, the size of the fleet of China Ocean Shipping Container Lines Company has steadily occupied the first place in China, and ranks the second place in the world. However, Because of the operating Yantian harbor in Shenzhen, the strategic planning of China Ocean Shipping Container Company, centered in Hong Kong, has become increasingly lagging behind. Moreover, owing to the high transportation cost, the cost advantage is facing more severe challenges. How to obtain sustainable development in such competitive market is a problem that China Ocean Shipping Container Company has to consider.Based on the basic theory of enterprise strategy management, this paper made a systematical review of the literature at home and abroad.Then the research framework and method are formed. Secondly, this paper discusses the macroeconomic environment, industry environment and micro environment of the PRD which the COSCO Container Lines’ area faces. Third, this paper also discusses the COSCO Container Lines’ internal environment. What’s more, SWOT matrix analysis the container business strategy that useful for Nansha port area. Finally, COSCO Container Lines can use low price marketing strategy, The area port integration strategy and human resource strategy to gain competitive advantage; finally, in order to maintain competitive advantage, it need to establish a perfect social security system, so that enterprises can reach the target of long-term stable development.This paper formulated the concrete strategic objective and made the choices of competitive strategy of China Ocean Shipping Container Lines Company. Hoping the research result in this paper is useful for China Ocean Shipping Container Lines Company and similar enterprises.