Research On Core Business Transformation Strategy Of PENAVICOTJ

PENAVICOTJ is the earliest shipping agent in Tianjin port,with strong brand effect and competitive strength.However,as China's accession to the WTO and the international financial crisis in 2008 reduce the throughput of China's import and export goods,the shipping agent industry faces a great challenge under the new situation.Faced with new opportunities and challenges in the new environment,the original business structure model can not guarantee the core competitiveness of enterprises.In order to adapt to the new competitive environment and ensure the stable development of enterprises,the transformation of the core business in PENAVICOTJ is a new subject in front of all people.The research contents of this paper are as follows:(1)Firstly,the development status of PENAVICOTJ is analyzed,and the advantages and disadvantages,opportunities and challenges of the development are clear.(2)Secondly,based on the female advantage theory,establish business competitiveness evaluation index system,using the analytic hierarchy process and expert evaluation method and fuzzy comprehensive evaluation method for container ships,bulk cargo shipping agency,ro-ro ship agency and travel shipping agency rated four business competitiveness,get the score.(3)Finally,on the basis of above analysis,clear the goal and positioning of the core business transformation,in developing container agent business,adjust the bulk cargo agency focus,focus on developing Ro/Ro and tourism under the guideline of shipping agency puts forward concrete countermeasures to the development of the core business:implement and optimize the process management,improve the level of information technology,to strengthen the construction of the core business,the implementation of customer service quality tracking.