Research On Development Strategy Of BH Shipping Company

With the upturn of the international shipping market,the international shipping market is recovering from the difficulties and it is witnessing the change of ship type,the adjustment of order source and the rebuilding of competitive pattern.Conventional ships like bulk carriers are in weak demand,while high-tech ships is relatively in great demand.The dual-fuel energy saving and environmental protection container ships,oil carriers and gas carriers have gradually become the majority needed in the market.The tripartite competition among China,Japan and South Korea will still exist in the world shipbuilding industry,which will be turned into the "competition of two powers" between China and South Korea.In order to increase the market share,foreign enterprises have acquired ships at low price,which has threaten the domestic shipping industry.China has proposed a strategy that the country should form a new development pattern focusing on double circulation and mutual promotion within domestic and abroad.And in this context,the manufacturing enterprises in the shipping industry of China must pay attention to research and development,product upgrading,shipbuilding efficiency improvement,advancement of the comprehensive competitiveness of enterprises and the market position,thus realizing the long-term sustainable development of the enterprises.With BH Shipping Company as the research object,the paper probes into the macro-environment,the micro-environment,the internal environment,and conducts a deep analysis on the advantages and disadvantages,the opportunities and threats of the company with PEST analysis model,porter five model and SWOT matrix applied,based on the the study and summary of the strategic management theory of the relevant enterprises,as well as the relevant research literature in the world.BH Shipping Company’s future considered,the basic principles of strategic adjustment have been established in the paper to achieve the strategic target.Strategic thoughts guiding,BH Shipping Company’s overall strategic adjustment planning and its specific strategic ones have been set,such as branding building,innovation-driven development,lean production,trinity,talent support etc.And in this paper,the relevant supporting measures to guarantee the implementation of the strategies have been put forward,which was combined with the company’s actual situation in terms of the optimization of organizational structure,the infrastructure construction,the improvement of management ability,the creation of corporate culture.etc.The research can help to solve the problems encountered by BH Shipping Company in the development,guild it to enhance overall strength,and maintain the long-term stable development of the company.Meanwhile,the research has its referential value on establishing the development strategy in domestic shipping enterprises and provides a certain theoretical support to promote the high-quality development of shipbuilding industry.