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To Meet Customer’s Requirement by Launching a New Service

A Paper Submitted in Fulfillment of the Requirements of the Degree of Bachelor of Arts

中文摘要
 中海集装箱运输股份有限公司（简称中海集运）是以中国为基地的全球增长最快的主要集装箱运输公司，目前排在全球承运主要班轮公司的第六位，主要从事国际和国内集装箱航海运输的营运及管理，其总部设立在上海，并且在中国的各主要港口都成立了分公司，并于2004年6月16日在香港成功上市。
近期，中海集运大连公司与中国一汽大众公司的合作已日趋稳定，所占市场份额正逐步提高。但是长期以来中海在长春地区由于40’集装箱的出口量远大于进口量，进出口量的不平衡状况造成该地区面临40’集装箱的箱源严重短缺的被动局面，如果为了满足客户的需求而安排空箱从大连港调运到长春等内路地区，中海集运不得不额外支付RMB1400/40’的空箱调运费，但是如果不解决长春地区缺箱的问题，中海将面临失去一汽大众等重要客户的支持，很显然在该地区的市场竞争力也将明显下降。我作为公司亚太部日韩航线经理，主要分管该地区的协调工作，也清醒地认识到解决缺箱的问题迫在眉睫，因此和市场部、箱管部以及大连公司等兄弟单位组成一个项目小组，通过两个月时间的市场调查和SWOT分析办法，进行航线成本测算，研究开辟一条新航线以主要运输从日本进口到目的地为长春的40’集装箱的可行性方案，并通过实际的营运使之成为是行之有效的措施。
该方案的实施即新航线的开辟，不仅及时地在一定程度上解决了缺箱问题，又可以降低成本，同时对增强中海集运在东北内陆市场的竞争力，提高市场份额，以及加强中海大连日本航线的整体竞争力，加深和一汽集团的合作方面都有重大的意义。

关键词：缺箱、开辟新航线、市场份额和市场竞争力

Abstract
Recently my company, China Shipping Container Lines Co., Ltd, is facing a situation on serious shortage of 40’ foot container in Chang Chun region due to imbalance of its import and export of 40’ foot container there. I, as manager of Japan-Korea Lines of Asia-Pacific Div in my company, clearly noted this matter. It is hypothesized that if our company can launch a new regular service and import 40’ foot container from overseas port to final destination Chang Chun, then it could provide more 40’ foot container to meet customer’s requirement there.
To achieve the objective of my project together with colleagues through 2 months period, we completed following procedure: problem analysis, project rationale and hypothesis, project design, project implementation, monitoring and evaluation. Scientific research methods of customer survey, face to face interview and questionnaire, brainstorming and SWOT analysis .A few of flow charts were showed in the appendix to simplify the illustration.
The results of the project bring up to my company at least three benefits, the first one is we can provide one more service for client and strengthen the closer relationship with VIP customer-China First Motor, the second one is we will have more 40’ foot container supply in Chang Chun where need 40’ container and increase the marketing share and competitive ability in North-east of China, the last one is we save cost of empty position for 40’ foot container.
Key words: Shortage of 40’ container, launch a new regular service, marketing share and competitive ability

Acknowledgement