马士基航运在华北区的战略调整

发布时间：2018-04-04 16:37

本文选题：航运企业　切入点：马士基航运　出处：《天津大学》2013年硕士论文

【摘要】：第三次科学技术革命带来了世界经济的巨变，加之资本国际化和国际分工的扩深，国际贸易的发展有了质的飞跃。伴随国际贸易的突飞猛进，货物运输的载体国际物流，尤其是国际海洋运输业也蓬勃发展。世界经济的飞速发展带动了贸易的愈加频繁，带来了海洋运输业的萌芽与成长。同时，世界经济的态势走向，也进一步影响着海洋运输的兴衰起伏。 2007年末2008年初，华尔街的次贷危机引发了全球范围内的金融海啸，国际金融市场一片动荡，世界经济跌宕不堪，增长疲软，贸易成交量急剧下滑。2009年，，金融海啸的余威尚存，欧债危机却悄然登场，半年内狂风暴雨般席卷欧洲，进一步侵蚀脆弱复苏中的世界经济。国际贸易再受重创。国际海运是国际贸易运输需求的衍生，当国际贸易持续萎靡，海运业也是岌岌可危。在本世纪初辉煌一时的航运企业，在接二连三的危机风暴中，大受损失，整个海运市场走入寒冬。在如此严峻的形式下，航运界的巨头马士基航运在华北区进行了数次战略调整，调整步伐适应后危机时代的节奏，并且取得了良好成效。本文通过对其在华北区进行的战略调整进行研究，旨在探讨这个航运业的引领者如何在危机中寻求机会与发展。本文通过对企业战略理论的分析着手，深入分析马士基航运自身优势、劣势，研究其核心能力，并且综合马士基航运在华北区的现状，研究其近几年在华北区进行的战略调整，以小观大，分析这个行业巨头如何在大多数航运企业持续亏损的严峻的形式下持续保持发展态势并实现盈利。马士基航运应在未来的发展中，持续保持其核心能力，发挥其企业核心价值观的作用，创造差异化领先优势，加强公司运营管理，继续领跑航运业。更重要的是，希望通过本文对知名航运企业的研究，可以为中国航企业的运营带来灵感，促进中国航运企业的改革和调整以应对未来更加激烈的竞争。
[Abstract]:The third revolution in science and technology brought great changes to the world economy, combined with the internationalization of capital and the expansion of international division of labor, the development of international trade has made a qualitative leap.With the rapid development of international trade, the carrier of cargo transportation, international logistics, especially the international maritime transport industry is booming.With the rapid development of the world economy, the trade becomes more and more frequent, and the marine transportation industry sprout and grow.At the same time, the trend of the world economy, also further affect the rise and fall of ocean transport ups and downs.In late 2007 and early 2008, the subprime mortgage crisis on Wall Street triggered a global financial tsunami. The international financial market was turbulent, the world economy was in turmoil, growth was weak, and trade volume was falling sharply. In 2009, the financial tsunami remained.Europe's debt crisis has quietly emerged, sweeping across Europe in half a year, further eroding the fragile recovery of the world economy.International trade has been hit hard again.International shipping is a derivative of international trade transportation demand. When international trade continues to be sluggish, shipping industry is also at risk.In such a severe situation, Maersk Line, a shipping giant, has made several strategic adjustments in North China, adjusting its pace to the rhythm of the post-crisis era, and has achieved good results.Through the study of its strategic adjustment in North China, this paper aims to explore how the leader of the shipping industry seeks opportunities and development in the crisis.Through the analysis of enterprise strategy theory, this paper deeply analyzes Maersk Line's own advantages and disadvantages, studies its core competence, and synthesizes the present situation of Maersk Line in North China, and studies its strategic adjustment in North China in recent years.From a small perspective, this paper analyzes how the industry giant keeps developing and making profits under the severe form of sustained losses of most shipping companies.Maersk Line should continue to maintain its core competence, give play to its core values, create the leading advantage of differentiation, strengthen the company's operation and management, and continue to lead the shipping industry in the future.More importantly, it is hoped that the research on well-known shipping enterprises in this paper can bring inspiration to the operation of Chinese shipping enterprises and promote the reform and adjustment of Chinese shipping enterprises to cope with more fierce competition in the future.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F551

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