貨櫃海洋運輸業在中國大陸經營策略之探討：以W公司經營中國大陸市場個案為例

Abstract

在中國大陸佈局與發展，是台灣許多產業面對的重大課題，即便是全球頂尖的貨櫃海運業者，也無不投入許多資源，在中國大陸市場搶得一席之地。中國大陸這幾十年來，歷經改革開放，走自己中國特色的社會主義路線，內需、外貿各方面都有突飛猛進的成果，進出口貨量每年不斷增長，至今全球前五大貨櫃港口中，佔有四席，上海港更是自2010年超越新加坡位居世界第一大貨櫃港，蟬連冠軍至今有10年之久；然而，中國大陸這幾年也面臨許多發展的瓶頸，像是環保議題、中美關稅貿易問題、新冠肺炎疫情……等，以往的「世界工廠」或許不在，但是未來成為另一個全球主要消費市場的「世界市場」，卻是不無可能！ 對於海運業者來說，進出口貿易對貨櫃運輸的需求是剛需的，任何市場（包括中國大陸）的轉變，一直是業者關心的議題，影響著船舶航線、網路佈局……等資源的投入。但是，屬於寡占市場的貨櫃海運業者，過去10多年來整體產業的平均獲利卻幾乎在水線以下，究竟是同業競爭的問題？還是供應商/購買者議價能力強勢的問題？亦或是因為有潛在競爭者或是替代品的出現造成？ 本研究以Michael E. Porter教授的五力分析，以及Heinz Weihrich教授的SWOT分析模型來探討整體貨櫃海運產業的競爭狀態，以及在中國大陸的經營環境、競爭態勢、市場情境分析……等，探討貨櫃海運業者在中國大陸發展所面臨的產業處境變化以及問題點；另外，也分析個案W公司的優劣勢，其在中國大陸市場發展的挑戰與機會；同時，以C-SOP的架構， 為W公司在中國大陸的經營策略與佈局做個案探討和驗證。 本研究以學術理論配合實務驗證，呈現出貨櫃海運業者在產業自身以及大陸市場所面臨的巨大挑戰，在研究過程中，也因應個案公司在大陸發展的現況以及後新冠疫情時代衍生的一些市場變化，提供了對個案公司未來發展的建議，期望這些研究成果可以提供貨櫃海運業者或是個案公司未來持續發展的參考。

The overall arrangement and development in mainland China is a major issue faced by many industries in Taiwan. Even the world's top Container Shipping Lines have invested a lot of resources to gain a place in the mainland China market. In the past few decades, mainland China has gone through reforms and opening up, and followed its own socialist route with Chinese characteristics. Domestic demand and foreign trade have achieved rapid progress in various aspects. Import and export volume has been increasing every year. So far, four of the world's top five container ports are in China, and Shanghai Port has surpassed Singapore as the world’s largest container port in 2010, and has been the largest port for a decade. However, Mainland China has also faced many development issues in recent years, such as environmental issues, U.S. tariffs and trade issues, the COVID-19 pandemic, etc. The previous 'World Factory' may no longer be, but in the future, it is possible for China to become a 'World Market' as another major global consumer market! For the shipping industry, the demand for container import and export trade is a necessity. Any change in the market has always been a topic of concern to the industry, affecting the input of resources such as shipping routes and network layout. However, in the oligopolistic container shipping industry, the average profit of the overall industry in the past 10 years has been almost below average. Is this a matter of competition in the industry? Or is it a problem of the strong bargaining power of suppliers/buyers? Or is it caused by the emergence of potential competitors or substitutes? This study uses Professor Michael E. Porter's Five Competitive Forces analysis and Professor Heinz Weihrich's SWOT Analysis Model ( The TOWS matrix) to proceed the analysis of the operating environment, competition, and market situation in mainland China. These analysis models are to explore the overall container shipping industry, and the changes, problems while developing in China. Additionally, we analyze the advantages and disadvantages of the case, W company, and the challenges and opportunities for its development in the mainland China market. At the same time, with the structure of C-SOP, discuss and verify the Business Strategy and layout of the case , W company, in mainland China. This research uses academic theories and case-based practical verifications to present the huge challenges faced by container shipping lines in the industry itself and in the mainland China market. In the process of research, it also responds to the current situation of the case company’s development in China and some markets derived from the Post COVID-19 era. It is hoped that these research results can provide a reference for the future development of the container shipping industry or the case company.