The Analysis of Competition Strategy for Container Liner Services

• Main Authors: Pao, Chung-Liang, 鮑仲良
• Other Authors: Chen, Mu-Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/43231624237169248502

碩士 === 國立交通大學 === 管理學院運輸物流學程 === 102 === Container liner service is an industry with high degree of internationalization, normalization and capital-intensive, whose investment recovery slow, and the performance are easily impacted by the international economic and trading development. In practice, the space over supply situation will not be solved in short term. The keen competition between each liner service is also due to the high homogeneity of service. How to create the advantage of competitive will be the key responsibility of each liner manager. Market structure is one of the major concerns among those reasons impact the performance of service, and the market concentration is one key factor of the market structure. The higher market share can easier influence the market. The market competition is determined by the market concentration. Effective decision-making bring about the better performance. Traditionally the SWOT analysis is usually been applied for the strategy decision making. Only few of them use the quantitative method to analyze the market the liner market competition. To use the quantity method is in order to bring clear picture of the market positioning and more reasonable resource allocated. Therefore this study focuses on the Far East to Red Sea liner market. Firstly use the market concentration index, such as Herfindahal-Hirschman Index (HHI), to analysis the market concentration. Secondly, use the Lanchester Equation to analysis the market category type of the study market. Thirdly, in order to identify the target to attack, this study combine the HHI and the Lanchester Equation to analysis the position of each service in the market. Finally combine the strategy created by the SWOT analysis and calculate the optimal resource allocation.