【作者】 李阳；

【导师】 佟玉权； 方海峰；

【作者基本信息】 大连海事大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 2016年是航运历史上引人注目的一年,航运企业的整合、并购和联盟接踵而至:法国达飞轮船收购美国总统邮轮,中远与中海重组合并,赫伯罗特、阳明海运、商船三井、日本邮船、川崎汽船、韩进海运,六家班轮公司组建全球第三大航运联盟,与之前的2M+现代商船和Ocean Alliance(CMA、COSCO、EVG、OOCL),共同形成了航运业“三足鼎立”的格局。在此航运业激烈竞争的情况下,作为国际航运派生需求的船舶代理行业正经受着“联盟风暴”的考验。联盟时代的到来也悄然改变着市场格局,提高船代的市场集中度,固化梯队并逐步拉开差距。航运联盟时代的到来,打破了原有的船代市场的平衡,为下游船代市场带来诸多可能性。与航运联盟相伴而生的是大船效应,但大船集中投放市场的突出问题是直接导致供需失衡,加上近年来全球贸易增速放缓,持续的航运低迷期不利于缓解矛盾、消化运力。超大船型对靠泊码头及速遣作业提出了更高的要求。船代作为航运服务业中开放度最充分的一环,航运联盟时代势必加速船代市场优胜劣汰,竞争更为激烈。在此形势下,船代企业必须不断创新突破,提升服务内涵,科学研判外部环境及自身条件,通过良性竞争、协同配合,谋划转型发展。WD公司是以船舶代理、货运代理为主业,多种经营、横向联合的经营服务性企业。经过半个多世纪的发展,已经发展成为环渤海地区最大的国际船舶代理企业。随着船舶代理市场的开放,竞争已经不可避免的成为市场发展的主流。同时,依据目前的贸易形势,中国未来的进出口贸易不会出现大幅增长,船代业已经进入薄利时代,WD公司必须尽快谋求转型发展。本文在明晰航运联盟的概念、时代内涵和公司战略管理基本方法和理论的基础上,从WD公司自身发展优势、劣势出发,结合航运联盟发展趋势,构建WD公司发展战略转型的SWOT分析矩阵,提出航运联盟背景下WD公司转型的发展战略,并在此基础上分析战略转型的主要内容,提出航运联盟背景下WD公司发展战略转型的实施保障。本文的研究可为WD公司提升综合竞争力提供参考,为其开辟新的利润增长点提供支持,通过自身的转型发展寻求“破局”。更多还原

【Abstract】 2016 is a remarkable year in shipping history.The consolidation of shipping companies,mergers and acquisitions and alliances are followed by the acquisition of the U.S.President cruise ship by CMA CGM,the reorganization and merger of COSCO and CSCL,the merger of Hepburn,Yangming Shipping,,Nippon Yusen,Kawasaki,Hanjin and six liner companies to form the third largest shipping alliance in the world.Together with the former 2M + Hyundai Merchant Shipping Co.,Ltd.and Ocean Alliance(CMA,COSCO,EVG,OOCL)The pattern In the context of keen competition in the shipping industry,the shipping agency industry,which is a derivative of international shipping demand,is undergoing a "Union Storm." The advent of the alliance era has quietly changed the market pattern,enhancing the market concentration of shipping agents,solidifying the echelon and gradually widening the gap.The arrival of the shipping alliance era has broken the balance of the original shipping agency market and brought many possibilities to the downstream shipping agency market.The big ship effect is accompanied by the shipping alliance.However,the salient issue of concentrated shipping on the market is a direct imbalance between supply and demand.In addition,with the slowdown of global trade in recent years,the sustained shipping downturn is not conducive to easing contradictions and digesting capacity.Large ship type berthing dock and dispatch operations put forward higher requirements.As the most open part of shipping service industry,shipping agency is bound to speed up the survival of the fittest in the shipping agency market with fiercer competition.Under such circumstances,shipping agency enterprises must make continuous innovations and breakthroughs,enhance the service connotation,scientifically evaluate the external environment and their own conditions,and plan the transformation and development through healthy competition and coordination.WD company is a shipping agency,freight forwarders based industry,a variety of management,horizontal joint business services companies.After more than half a century of development,has developed into the Bohai Rim region’s largest international shipping agency.With the opening up of the ship agency market,the newly established shipping agency companies and shipping companies in Tianjin continue to reduce the market share of their offspring in Tianjin on their own behalf,and competition has inevitably become the mainstream of market development.In the meantime,based on the current trade situation,China’s import and export trade will not see substantial growth in the future,and the shipping industry has entered a period of small profits.Monopoly has died out,the competitive landscape has been formed,WD company must seek restructuring and development as soon as possible.Therefore,this article hopes to provide a reference for WD Company to enhance its comprehensive competitiveness by analyzing the transformation of WD’s development strategy under the shipping alliance era,provide support for opening up new profit growth points and seek "breaking through" its own transformation and development..更多还原