大连三峰船务公司发展战略研究
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摘要
改革开放以来，我国海运事业取得了长足的进展，跨入了世界航运大国的
行列。我国已从社会主义计划经济全面向社会主义市场经济体制过渡；随着WTO
的全面进入，航运业的全面，迅速开放已是大势所趋，迫在眉睫。面对激烈的
市场竞争，企业必须制定一套适应市场竞争环境下的经营战略来指导，面向21
世纪参与国际化经营，提高企业的适应能力、应变能力和竞争能力，以便在激
烈的市场竞争中生存、发展和壮大。
本课题运用市场竞争的理论，采用理论联系实际的方法，在搜集大量材料
的基础上，对航运发展的宏观、微观环境和国内外航运业的发展状况以及近期
航运市场情况等进行了较为全面的分析。通过分析可以看出，近年来世界经济
的持续增长带动了国际贸易的繁荣，必将导致海运量的稳定增长。尤其是中国
经济全方位的改革开放，将给予亚太经济以新的促进，亚太地区即将逐渐成为
国际航运市场的中心。虽然我国的航运业经过几十年的发展已具有一定的规模，
但与国际大航运公司相比，竞争实力并不很强。随着全球经济一体化进程的加
快，中国改革开放的进一步深入，中国加入世贸组织的临近，我国航运企业面
临的竞争局面将十分激烈。在此严酷的竞争大环境下，以航运代理业为主业兼
营船舶经营业的大连三峰船务公司与国内外同行业相比，在经营规模、资金运
营、代理网络、管理体系等多方面处于劣势地位。但同时，该企业在经营模式、
品牌建设、客户群体等方面具有独特的优势。这些都是三峰船务公司今后求生
存、图发展的坚实基础。
本文较为深入地结合大连三峰船务公司的实际，确定其在激烈市场竞争中
的优势和劣势、机遇和挑战，找出本企业与竞争对手的差距。制定了其结合自
身各种资源的状况，适当运用多样化经营战略的总体战略目标，并在此基础上
通过对国际，国内及本地航运市场、竞争对手、企业竞争能力的分析给出如下
的具体战略分析和实施计划。
一、继续推行总代理模式，稳定船东，广泛建立国外、国内代理网络。
二、继续经营沿海集装箱班轮，扩大沿海内贸市场份额，争取开拓新航线。
三、加强中小吨位散杂货船舶经营力度。
四、开展新业务，尝试参与集装箱近洋支线班轮经营。
五、削减传统海运代运业务，利用新旧网络开展物流化服务。
本文数据详实可靠，图文并茂，力争作到理论联系实际，具有一定的可操
作性。力图对国内同行业同类型的航运企业有一定的借鉴作用。
With the performing of the reform and opening policy, our shipping business has
made the great progress and step into the rank of the famous world shipping
countries . Meanwhile, with the establishing of Socialistic Market Economy step by
step progressively The operational environment confronted with by middle and small
shipping company has been changing a lot. Our country has totally been moving from
plan-oriented economy to market-oriented economy With the wholly entering into
W1O facing to intense competition in the market, the company has to formulate a
set of strategies and tactics. These strategies adopted by the company can sharpen its
marketing competition edge and upgrade the company role and position in
market Also they can improve company abilities to survive , develop and growth
under the condition of fierce market competition.
Competition and marketing theory is applied as well as method of combining
theory and reality is adopted in this paper. Based on a lot of collected materials, the
development of shipping business as well as shipping market both home and abroad
are analyzed. Also the analysis of the external environment of shipping in China and
its competition factors are based on the materials.
Through the analysis above, we can come to the conclusion that the world
shipping business are striding towards to scale, grouping with the processing of
economic integration, international trade freedom. As the shipping demand is
concerned . the need for shipping service world wide is increasing continually and the
demand for shipping service in Asia-pacific region position itself in the first place
in the world with rapid development of Asian economy. The old shipping business
will make the more and more important role of society
Compared with the international famous shipping companies, our competition
ability is not quite strong. Accompanying to quickening of international economic
integration and to the deepening of Chine reform and opening up drive as well as to
the coming soon of China entering into WTO, the shipping market competition in
China becomes more and more ruthless. Comparing with the ones abroad, Dalian
Sunfed shipping company ,the main business of which is shipping agent and cargo
forwarder, has many difficulties to copy with. Whatever in processing scale, capital
operation , agent net or manage system ,there are still many great gaps between them.
At the same time, Dalian Sunfed has its own unique strengths in operate model,
experience and credit
The paper has found the weakness of Sunfed and defined the general strategic
target. Based on the analysis of domestic and abroad shipping market, competitors,
company competition ability there are specify implement plan as following:
1. Continue to apply general agent model, establish domestic and abroad agent
net.
2. Continue to operate coast container lines ,enlarge domestic trade market share
3. Strengthen the bulk operation
4. Develop new business, try to join container feeder operation
5. Decrease traditional sea transportation service , investigate logistic service.
行列。我国已从社会主义计划经济全面向社会主义市场经济体制过渡；随着WTO
的全面进入，航运业的全面，迅速开放已是大势所趋，迫在眉睫。面对激烈的
市场竞争，企业必须制定一套适应市场竞争环境下的经营战略来指导，面向21
世纪参与国际化经营，提高企业的适应能力、应变能力和竞争能力，以便在激
烈的市场竞争中生存、发展和壮大。
本课题运用市场竞争的理论，采用理论联系实际的方法，在搜集大量材料
的基础上，对航运发展的宏观、微观环境和国内外航运业的发展状况以及近期
航运市场情况等进行了较为全面的分析。通过分析可以看出，近年来世界经济
的持续增长带动了国际贸易的繁荣，必将导致海运量的稳定增长。尤其是中国
经济全方位的改革开放，将给予亚太经济以新的促进，亚太地区即将逐渐成为
国际航运市场的中心。虽然我国的航运业经过几十年的发展已具有一定的规模，
但与国际大航运公司相比，竞争实力并不很强。随着全球经济一体化进程的加
快，中国改革开放的进一步深入，中国加入世贸组织的临近，我国航运企业面
临的竞争局面将十分激烈。在此严酷的竞争大环境下，以航运代理业为主业兼
营船舶经营业的大连三峰船务公司与国内外同行业相比，在经营规模、资金运
营、代理网络、管理体系等多方面处于劣势地位。但同时，该企业在经营模式、
品牌建设、客户群体等方面具有独特的优势。这些都是三峰船务公司今后求生
存、图发展的坚实基础。
本文较为深入地结合大连三峰船务公司的实际，确定其在激烈市场竞争中
的优势和劣势、机遇和挑战，找出本企业与竞争对手的差距。制定了其结合自
身各种资源的状况，适当运用多样化经营战略的总体战略目标，并在此基础上
通过对国际，国内及本地航运市场、竞争对手、企业竞争能力的分析给出如下
的具体战略分析和实施计划。
一、继续推行总代理模式，稳定船东，广泛建立国外、国内代理网络。
二、继续经营沿海集装箱班轮，扩大沿海内贸市场份额，争取开拓新航线。
三、加强中小吨位散杂货船舶经营力度。
四、开展新业务，尝试参与集装箱近洋支线班轮经营。
五、削减传统海运代运业务，利用新旧网络开展物流化服务。
本文数据详实可靠，图文并茂，力争作到理论联系实际，具有一定的可操
作性。力图对国内同行业同类型的航运企业有一定的借鉴作用。
With the performing of the reform and opening policy, our shipping business has
made the great progress and step into the rank of the famous world shipping
countries . Meanwhile, with the establishing of Socialistic Market Economy step by
step progressively The operational environment confronted with by middle and small
shipping company has been changing a lot. Our country has totally been moving from
plan-oriented economy to market-oriented economy With the wholly entering into
W1O facing to intense competition in the market, the company has to formulate a
set of strategies and tactics. These strategies adopted by the company can sharpen its
marketing competition edge and upgrade the company role and position in
market Also they can improve company abilities to survive , develop and growth
under the condition of fierce market competition.
Competition and marketing theory is applied as well as method of combining
theory and reality is adopted in this paper. Based on a lot of collected materials, the
development of shipping business as well as shipping market both home and abroad
are analyzed. Also the analysis of the external environment of shipping in China and
its competition factors are based on the materials.
Through the analysis above, we can come to the conclusion that the world
shipping business are striding towards to scale, grouping with the processing of
economic integration, international trade freedom. As the shipping demand is
concerned . the need for shipping service world wide is increasing continually and the
demand for shipping service in Asia-pacific region position itself in the first place
in the world with rapid development of Asian economy. The old shipping business
will make the more and more important role of society
Compared with the international famous shipping companies, our competition
ability is not quite strong. Accompanying to quickening of international economic
integration and to the deepening of Chine reform and opening up drive as well as to
the coming soon of China entering into WTO, the shipping market competition in
China becomes more and more ruthless. Comparing with the ones abroad, Dalian
Sunfed shipping company ,the main business of which is shipping agent and cargo
forwarder, has many difficulties to copy with. Whatever in processing scale, capital
operation , agent net or manage system ,there are still many great gaps between them.
At the same time, Dalian Sunfed has its own unique strengths in operate model,
experience and credit
The paper has found the weakness of Sunfed and defined the general strategic
target. Based on the analysis of domestic and abroad shipping market, competitors,
company competition ability there are specify implement plan as following:
1. Continue to apply general agent model, establish domestic and abroad agent
net.
2. Continue to operate coast container lines ,enlarge domestic trade market share
3. Strengthen the bulk operation
4. Develop new business, try to join container feeder operation
5. Decrease traditional sea transportation service , investigate logistic service.
引文
[1] 陈家源、佟成权，第一版，大连，大连海事大学出版社，1995 1～108页
[2] 吴长仲，航运管理．第一版，大连，大连海运学院出版社，1992． 1，3～6页
[3] 金镝，经济学，第一版，大连理工大学出版社，1998． 6，5～8页
[4] 谢新连，船舶运输管理与经营，第一版，大连海事大学出版社，1997 11～15页
[5] 李兹仁，海运漫谈，第一版，天津科学技术出版社，1982，第145页
[6] 柴桂音，海上运输组织与实物，第一版，人民交通出版社，1991，第1页
[7] 余佑权，徐大振，水运概论，第一版，人民交通出版社，1997，第47页
[8] 孙家康，陈家源，国际航运市场形势预测及航运战略分析，世界海运，1999． 5，第18页
[9] 赵爱利，世界海运形势，世界海运，2001 4，第26页
[10] 贾继峰，加入WTO以后的新问题，第一版，上海社会科学院出版社，2000，第51页
[11] 李弘，董大海，市场营销学，第一版，大连理工大学出版社，1998． 6，174～194页止
[12] 董大海，战略管理．第一版．大连理工大学出版社，2000． 1 134～149页
[13] 李晶，论我国航运企业的多元化经营，世界海运，1999． 6，第16页
[14] 苏中一．国际航运业的挑战，物流服务，世界海运，1999． 3． 第34页
[15] 牟玮莉，集装箱码头与现代物流业，中国航务周刊，2001． 5，第15页
[2] 吴长仲，航运管理．第一版，大连，大连海运学院出版社，1992． 1，3～6页
[3] 金镝，经济学，第一版，大连理工大学出版社，1998． 6，5～8页
[4] 谢新连，船舶运输管理与经营，第一版，大连海事大学出版社，1997 11～15页
[5] 李兹仁，海运漫谈，第一版，天津科学技术出版社，1982，第145页
[6] 柴桂音，海上运输组织与实物，第一版，人民交通出版社，1991，第1页
[7] 余佑权，徐大振，水运概论，第一版，人民交通出版社，1997，第47页
[8] 孙家康，陈家源，国际航运市场形势预测及航运战略分析，世界海运，1999． 5，第18页
[9] 赵爱利，世界海运形势，世界海运，2001 4，第26页
[10] 贾继峰，加入WTO以后的新问题，第一版，上海社会科学院出版社，2000，第51页
[11] 李弘，董大海，市场营销学，第一版，大连理工大学出版社，1998． 6，174～194页止
[12] 董大海，战略管理．第一版．大连理工大学出版社，2000． 1 134～149页
[13] 李晶，论我国航运企业的多元化经营，世界海运，1999． 6，第16页
[14] 苏中一．国际航运业的挑战，物流服务，世界海运，1999． 3． 第34页
[15] 牟玮莉，集装箱码头与现代物流业，中国航务周刊，2001． 5，第15页