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论文编号：	3737
作者编号：	2120092549
上传时间：	2011/11/24 15:25:47
中文题目：	平帆公司竞争战略研究
英文题目：	Research on Competitive Strategy of BVL Company
指导老师：	于斌
中文关键字：	平帆公司，聚焦战略，多样化战略
英文关键字：	BVL, focus strategy, diversification strategy
中文摘要：	中国的经济发展经历了大约十几年的飞速发展，目前在出口贸易面临诸多问题：中国作为世界工厂的地位正在被逐渐削弱；中国世界的出口贸易总量和总金额的增长速度正在下降；人民币汇率不断升值，导致中国对外出口的竞争力下降；中国周边新兴的国家和地区则越来越充满了竞争力和对中国的挑战，比如泰国、马来西亚、越南、甚至是老挝，柬埔寨等。同时中国自身也在面临产业结构调整：重污染和稀有资源的产业正在收到严重影响，廉价劳动力的优势也越来越下降。在出口贸易受到冲击的时候，远洋运输也无疑受到严重影响。平帆公司是一家专业从事远洋海运的无船承运人公司，公司自2003年成立，到2010年年底已经成长成为年运载力接近11万TEU，年营业额超过1亿美元的大型公司。（TEU：集装箱单位： Twenty-Feet Equipment Unit）。平帆公司是如何在过去的八年中获得了巨大成功的，同时有该如何面对现在的复杂的出口形式和更加严峻的行业竞争。本文从宏观到微观、从产业到行业做了深入分析，然后得出结论。先从中国整体经济和进出口贸易形式入手分析，特别针对中国和拉美国家（中南美洲、南美洲主要国家）的形式；然后分析东南亚主要国家和拉美国家的贸易形式发展。在行业竞争分析中，从五力模型入手分析，特别针对船公司、无船承运人和普通货代公司之间三位一体的特殊关系。针对上述分析进而得出结论。平帆公司的竞争战略选择：聚焦战略和多样化战略。同时为了保证竞争战略得以顺利实施，平帆公司选择主要的战略控制要素。本文针对海运行业性质和平帆公司的自身特点，提出三点战略控制要素：财务控制、销售控制和人力资源控制。最后文章针对上述的战略选择和战略控制得出结论，并对战略实施的效果作出预测：服务网络、营业水平和品牌价值。
英文摘要：	After around more then ten years high development in China, now China faces many kinds’ problems at export business: as the word-factory, China is losing competition; the acceleration of export business is slowing down; the exchange rate between RMB vs USD is coming down. The new developing areas are becoming stronger and stronger which includes Thailand, Malaysia, Vietnam, Laos and Cambodia. Meantime China is regulating industry structure: heavy-pollution and rare-resources industry is influenced strongly. And the cheap labor advantage is becoming weaker and weaker. BVL is a NVOCC company which is founded in 2003. Till 2010, BVL shipping volume is nearly 110,000 TEU and the year revenue is over one billion dollar. In the thesis, we try to find the factors which BVL could make success in the past eight years. And with the complicated and tense competition, BVL will choose what kind of strategy. In the thesis, I analyzed the economics and international trade of China, esp. the volume with Latin America at export and import business. And the thesis discussed the South-East Asia trade, too. At the shipping industry, the thesis used Five-force model to analyze. And our conclusion is: focus strategy and diversification strategy. In order to secure the strategy success, BVL have to pay more attention on the three factors of strategy control: finance control, sales control and human recourses management control. At the final part of the thesis, we prospect the vision of BVL at the three aspects: service network, yearly revenue and BVL brand.
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