Research On The International Market Development Strategy Of SIIC Group

In recent years,with the continuous improvement of international trade level,the international shipping business has developed rapidly.As a leader in domestic shipping enterprises,SIIC group's international shipping business scale steadily improved,and profits continued to grow.In 2016,it was located in the top 3 domestic shipping companies,with 23 in the world.This article through to the SIIC Group of international shipping business internal and external environment analysis and evaluation,clear market position of the company,to explore its internal strengths and weaknesses,opportunities and challenges of the current business environment,put forward the feasible development strategy of international market.Under the guidance of the theory of strategic management,market development strategy and diversification strategy theory,the first analysis of the SIIC group of the international market macro environment from the political,economic,social and technological factors by using PEST analysis method,according to the EFE evaluation results show that the company facing the external environment(2.85)is conducive to international market development;By comparing with the major competitors and display companies and major domestic shipping companies compared to competitive advantage is not obvious;the internal environment analysis of SIIC group IFE,SIIC group's internal advantage(2.90)significantly,is conducive to international market development,analysis of the SIIC group's internal and external environment through SWOT analysis,put forward the corresponding development strategies;Then the international market segmentation and market positioning,making short-term,medium-term and long-term development strategy of international market target of different market segments,under the guidance of the strategic target to develop the diversification strategy of SIIC group company's market development strategy of the international level including strategic customer choice,the important market strategy,service strategy and focus on the basis of cooperation the strategic design competition strategic management level into the way and the difference from the international market,the function level from the talent team construction,brand building and technical innovation strategy design;Finally,from the organizational structure optimization,improve human resource management mechanism,strengthen the construction of enterprise culture and the development of information technology to develop the international market development strategy of the implementation of the protection measures.In this paper,the lack of SIIC group international market development strategy is the lack of a comprehensive assessment of the effectiveness of the implementation of the strategy,as well as the implementation of the strategy of risk prediction and risk prevention measures,etc.Therefore,the latter requires the implementation of SIIC international group development strategy of the tracking assessment,make strategic adjustments for changes in the external environment,to ensure the effectiveimplementation of marketing strategy for the development of international companies,and provide reference for the same industry to develop international market development strategy.