| Since 2008,the global shipping market has been at a low ebb.The BDI index,known as the "global economic barometer",has plummeted from the latest high of 11793 in 2008 to 290 on February 10,2016.COSCO Group and China Shipping Group,the two largest shipping companies in the mainland of China,have suffered losses repeatedly since 2008.The most famous one is that COSCO once ranked first in the loss list of a shares.At present,the global shipping industry is still facing the huge challenges and problems of low demand and serious overcapacity,Merger or reorganization has become the main theme of the development of the international and domestic shipping industry for a long time.Under this background,with the approval of the State Council,COSCO and China Shipping(Group)Corporation officially carried out the merger and reorganization on February 18,2016.After the reorganization,it was named COSCO Shipping Group Co.,Ltd.(hereinafter referred to as COSCO Shipping Group).After the merger and reorganization,although the current market situation of China’s domestic shipping and transportation industry is still relatively low,COSCO Shipping Group has rebounded against the trend in the three years from 2016 to 2019,and the total accumulated operating profit in the three years has exceeded 55 billion yuan.For two consecutive years,COSCO Shipping group has been rated as A-level enterprise by SASAC in the overall operation and management performance assessment and evaluation of central enterprises.But in the past two years,with the continuous decline of the average annual growth rate of international trade between China and the United States,and the constant friction in international trade between China and the United States,the daily operation of leading shipping enterprises has also begun to face enormous operating pressure.Most domestic leading shipping enterprises may face an embarrassing situation of increasing income but not increasing profits,This paper makes an in-depth analysis of COSCO International Shipping Investment Holding Group Co.,Ltd.(hereinafter referred to as "COSCO ocean Holdings")which is a subsidiary of COSCO International Shipping Group,on its enterprise development strategy and market opportunities in the next few years.First,this paper summarizes the development of COSCO in recent years,and puts forward some problems of COSCO in recent years.Then,it analyzes the world shipping environment COSCO faces and the world shipping market capacity ranking,and uses Porter’s five forces model to analyze the market situation,supplier’s bargaining power,buyer’s bargaining power,potential competitors,and the threat of substitutes in the field of shipping consolidation.Third,it analyzes the basic internal situation of the company.SWOT analysis is now often used to help decision makers analyze all the strengths,weaknesses,opportunities and potential threats faced by the company.The advantages,disadvantages,opportunities and major threats of the enterprise are analyzed and summarized,and then some reasonable suggestions and measures are put forward to overcome these problems.One belt,one road,one industry and one industry,and rational planning of investment are selected to optimize the cost control,layout and development of the industry,and plan for investment.The strategy is to optimize and optimize the resources,appropriately extend the industrial chain,enhance the ability to resist risks,and utilize 5G,AI and other new technologies to enhance the overall technology of the company.The level of urbanization.This paper mainly through the theory and literature analysis,empirical research analysis,case study method,at the same time,reference to all kinds of strategic management related works,read a lot of strategic management literature.The analysis of COSCO’s problems in the future development can be used as a reference for the formulation of the company’s future strategic plan;the qualitative and quantitative analysis methods are used to analyze and make decisions on COSCO’s development strategy;the systematic case analysis method is used to comprehensively analyze the advantages and disadvantages,opportunities and threats of COSCO’s future development According to the data analysis results obtained from the case,the strategy is re formulated. |
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