Strategy Choice Of SIPG Under The Bad Time Of Maritime Industry

World maritime industry experienced serious downfall since the 2008 financial crisis.Many shippers gone bankrupt or forced to merge each other for survive,and quantity of shipment has considerably reduced.Despite world economy was already on its way to restore,maritime industry still has a long way to go.SIPG,the sole operator of the public terminals in the Port of Shanghai,was faced directly against such situation,and suffered a large impact on its primary business.Several measures are taken by SIPG to avoid risks and help SIPG to survive through the bad time.This thesis will analyze the strategies that SIPG used via the analyze of published financial statements during 2015-2018,based on external environment,to find out the actual result of the strategies taken.According to the result of financial analyze,developmental strategies was taken by SIPG to deal with the situation.The most important part of the strategy was the enterprise transformation and diversification.The transformation help the SIPG to keep its revenue from dropping and bring more sale revenue from water-to-water transfer service.Diversification brings large cash flow that helps the SIPG to push other strategies and maintain its main business.Other than these two strategies,SIPG also pushed the informationization of port service,which result in the improvement of service quality,and slightly reduced the HR cost,and forward integration strategy grants SIPG its own transport capacity.There're still many problems exist in current strategies,such as the decline of competitive edge and some failed diversification attempt.This thesis carried out some solution suggestion based on these problems.The result of the thesis may be used as a reference of SIPG's strategy decision,and since SIPG was the bellwether of many smaller Chinese port,this thesis can be used by other Chinese port enterprises as reference material,which helps in theirbusiness and development.