Research On The Development Strategy Of Binhai Public Transport Group

With the further rise of Binhai New Area’s economic development and the increasing severity of traffic congestion and air pollution problems,the social and economic responsibilities of public transport enterprises have been increasing.However,along with the rapid development of a variety of transportation modes,public transport enterprises are often in a state of operating losses,with the enterprise development being difficult.In the face of the challenges and competition in the travel market,what the Binhai Bus Group needs to solve currently is to accelerate the development of scientific and systematic corporate development strategies,constantly improve the market share in the Binhai New Area,improve the level of corporate operations and business income and reduce costs.This paper referring to the current operating situation of Binhai Bus Group and on the basis of the results of domestic and international research on enterprise development strategies.By reviewing relevant literature and combining case study analysis,in-depth analysis of the obstacles affecting the current corporate development of Binhai Bus Group.There are mainly some problems such as corporate operating profits declining year by year,business operation structure to be adjusted,the lack of professional talent and the low capacity of public transport passengers.Firstly,the external environment of Binhai Bus Group is studied using the PEST analysis model in four aspects: political,economic,social and technological.Secondly,it analyzes the external competitive environment that Binhai Bus Group is currently in by using he Porter’s Five Forces model.Besides,the EFE matrix model and the IFE matrix model were used to rate and summarize the internal and external environment of the company.It was concluded that Binhai Bus Group can make full use of government policies and its own corporate reform to make certain responses to the external environment under the opportunities and threats.It can also make full use of the internal advantages of the company,which is more positive than in response to the disadvantages of the company.Through the above analysis,this paper combined with the SWOT matrix analysis to come up with four alternative development strategies for Binhai Bus Group.The QSPM matrix is used to evaluate the most attractive development strategy among the various strategic options.Finally,according to the above analysis,we conclude that the diversification strategy is the development strategy of the enterprise.We analyze how the current bus passenger transportation business,shuttle bus rental business,bus advertising business and auto repair business should be adjusted according to the economic structure of the market,as well as the corresponding implementation strategies and safeguards combined with its appropriate development strategy planning.By formulating a reasonable diversified development strategy for Binhai Bus Group,it can not only effectively adjust the business structure to improve the current operating loss,but also optimize the internal management mode and management concept,promote the healthy and sustainable development of the enterprise,and further enhance the service capacity of the enterprise for Binhai New Area.