The Competitiveness Improvement Strategy Research Of Tianjin W International Ship Agency Enterprise

With the development of the shipping industry,sailings between the world’s major ports are being more frequently.As a bridge,shipping agency company coordinates the relationship between the shipping companies,ports and cargo owners,promoting China’s international shipping trade.However,with the gradual liberalization of China’s shipping agency market,the W company is facing increasingly fierce competition and their profit margins are being compressed repeatedly.Coupled with the prevalence of trade protectionism and the global outbreak of COVID-19,the W Company has encountered a development predicament.The viability and sustainability of a company is usually related to its competitiveness level.Therefore,the study of the W Company’s competitiveness improvement strategy is imperative.Based on the research results of domestic and foreign scholars,this thesis divides competitiveness into two aspects: viability and sustainability.The viability of the W company can be reflected through internal and external parts.The internal part is mainly reflected by analyzing the value of three main businesses to the company and the utilization rate of resources;the external part is studied through the PEST analysis,which describes the external environment of the W company.Through analyzing the viability of the W,we find that the main problems of the W company are reflected in two aspects: the outdated management process and the extravagant management cost.As a result,we have proposed a plan about optimizing organizational structure to solve the above problems.Then,through analyzing the fierce competition environment of the W company,we have put forward suggestions in getting rid of vicious competition,developing the whole logistics business and exploiting blue ocean to improve the ability of sustainable development of the W company.This thesis make recommendations to the W company in two dimensions about viability and sustainability,optimizing in organizational structure and exploring the field of total logistics business.These suggestions are suitable with the current situation and characteristics of the W company,as well as the competitive environment it faced,and also can alleviate the competitive crisis of it.Meanwhile,the advices mentioned in this thesis could provide references to the companies which are similar to the W.