The Research On Competitive Strategy Of COSCO Logistics (Dalian) Co. Ltd.

With the rapid development of social economy in our country and the strong trend in globalization, modern logistics has become the key system in the various sectors of the economy. The logistics industry has become the foundational and strategic industry of national economic development. In recent years, with the continuous optimization and upgrading of the national economic structure, the development of logistics industry also presents new features. The traditional logistics industry has been gradually transformed from a single, extensive management to a professional, integrated, Intensive and networked form.Logistics has a qualitative leap in the form.COSCO logistics(Dalian) subordinates to COSCO logistics Co., Ltd. Its scope of business includes shipping agency, freight forwarding, the third party logistics, warehousing and distribution. It has a certain scale and influence in the northeast region. Researching its competitive strategy has important reference value for the logistics enterprises' development of the company strategy in the fierce market competition in the new situation.In this paper, on the basis of a large number of domestic and foreign literature data,combined with the strategic management theory. Firstly, it analyzes the enterprise's external macro environment. Then, starting from today's logistics industry development status and trends and regional competition, analyzes the competitive environment of the logistics industry by using Porter's five forces model to illustrate the necessity of COSCO logistics(Dalian) developing strategic competition. Based on the analysis of the situation and the resources of COSCO logistics(Dalian), this paper expounds the advantages and limitations on the internal key factors. Based on the above analysis, by using the SWOT analysis method,this paper analyzes the advantages, disadvantages, opportunities and threats of COSCO logistics(Dalian) and puts forward the strategic choice of COSCO logistics(Dalian). Basing on the existing competitive advantage, COSCO logistics(Dalian) should focus on centralized differentiation competitive strategy, and change from traditional agency business to integrated logistics enterprises quickly. Deeping shipping agency business, enlarging freight transportation business, strengthening third logistic business, and optimizing storage business.Strengthening customer management, expanding the strategic cooperation, establishing characteristic value chain system, and providing the differentiated value-added services forcustomers. Strengthening the marketing system reform, speeding up the cultivation of talents,increasing investment on informatization and comprehensively improving management level.Optimizing the allocation of resources and network. Improving capital operation ability, and strive to cultivate the core competitiveness.