上海泛亚航运有限公司中日航线的发展战略/Strategy of Sino-Japan Contianer line for Shanghai PAN-ASIA

2018-10-10 06:00:37

container line 中日 Japan Sino



摘要
中日航线是中国出口集装箱运输三大航线之一。与欧美航线相比,经营中日航线相对容易,航运公司一旦进入中日航线,就不会轻易退出,导致运力供过于求,总体上舱位利用率仅为60%。尽管中日贸易每年仍在增长,但其幅度已大幅放缓;而运力的增长却没有停止,运力大于运量的幅度将进一步增大。在中日航线上,90%以上的运力由国内船公司控制,市场份额大致相当,势力的均衡带来了激烈的竞争,中日航线的运价一直都在低价位震荡,不仅出现了零运价,甚至还出现了负运价。作为中远集装箱运输有限公司的全资公司,上海泛亚航运有限公司应如何摆脱中日航线的“恶性竞争、恶性杀价”局面,选择合适的战略,是本文研究的重点。
本文先从分析中日贸易发展趋势入手,利用波特五力模型分析五个作用力、政府作用以及行业特点对中日航线竞争强度的影响,进而找出对中日集装箱航线行业竞争强度和利润率影响最大的因素是行业内现有公司的竞争。随后,本文又对泛亚公司进行了SWOT分析,找出泛亚公司在中日航线上核心竞争能力体现在品牌优势、网络优势和创新能力上;在对中日航线上主要竞争对手的战略进行分析后本文最终得出结论:泛亚公司应该选择差异化战略,利用客户对泛亚品牌的忠诚以及由此产生的价格不敏感性来避开价格战;通过提供个性化服务体系来提高服务附加值;发展高速船以揽取“空运”货;与日本铁路公司展开海铁联运合作;加强与行业内其他公司的合作来实施差异化战略。

关键词:中日航线 集装箱 泛亚航运 HDS F552.6



Abstract
Sino-Japan container line is one of the three greatest container service sailed from china. Compared with the china-Euro and chin-American lines, China-Japan container line is easier in the management, lower invest in container vessels, for which once a shipping company enter this market, will not withdraw easily. Due to vessels capacity exceeds demand; the total capacity utilization of Sino-Japan container line only reaches 60%. Though China-Japan trade still grows annually, the growth meet a significantly speed slowly down. The vessel carrying capacity of Sino-Japan container line still enlarges regardless the slow growth of trade volumes; the gap between carrying capacity and carrying volume will enlarge in future. 90% of the vessels controlled by Chinese shipping companies, the market quota of these shipping companies are mostly equal, the well balanced of the influence brought a severe competition, and ocean freights of Sino-Japan container line usually ate at low price vibration, not only appeared zero ocean freight, but also appeared the negative ocean freight. Facing " the unfair competition, vicious low price” situation, Shanghai PAN-ASIA Shipping CO., LTD, a subsidiary company of COSCO Container Lines, how to choose the suitable strategy of Sino-Japan container line is the main point that this paper focus.
Start from the analysis of Sino-Japan trade trend, this paper studied the fundamental factors determining the nature of competition in an industry by Porter's Five Forces framework, the government influence, the characteristics of shipping industry, by which discovers the competition of the existing rival inside the industry is most important factor which influent the competition intensity of Sino-Japan container line. The paper carry on the SWOT analyze for Shanghai PAN-ASIA Shipping CO., LTD,which core competencies are stronger brand advantage, the network advantages, and creative ability. Compare with the strategy with main rival, Shanghai PAN-ASIA Shipping CO., LTD should choose the difference strategy to avert from the price war.


Keywords: Sino-Japan container line, PAN-ASIA Shipping, Container, HDS