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COSCO Container Lines Strategic Analysis of e-commerce

中远集装箱运输有限公司的电子商务战略分析
Abstract: With the rapid development of information technology, the Internet
can be widely used and has kept on improving, the impact of enterprise marketing
management of traditional ideas and models, the general consumer goods, industrial
or Yuanrancailiao, and other bulk commodities, are quietly taking Into the e-
commerce. E-commerce is an irresistible momentum, changing the mode of economic
profit and operating mode. COSCO Container Transport Co., Ltd. as the world's
leading integrated container shipping service providers in a planned and organized the
implementation of e-commerce, improve efficiency, reduce production costs, will
greatly promote the comprehensive competitiveness. In view of the COSCO
Container Transport Development Co., Ltd., discussed the role of conducting e-
business, COSCO had a set of e-commerce strategy SWOT analysis on how to carry
out a number of e-commerce to explore.

Key words: e-commerce, COSCON, case studies, business-to-business

marketing, SWOT analysis.

摘要：随着信息技术的飞速发展，因特网得以广泛应用和日益完善，冲击
着企业市场营销管理中的传统观念和模式，无论是一般日用消费品，还是工业
原燃材料等大宗商品，都悄然走进电子商务。电子商务正以不可阻挡的势头，改
变着经济的利润模式和运行模式。中远集装箱运输有限公司作为全球领先的综合
集装箱航运服务供应商，有计划有组织地实施电子商务，提高工作效率，降低
生产成本，将会极大地促进综合竞争力的提高。针对我国中远集装箱运输有限公
司的发展现状，论述了开展电子商务的作用，进行了中远集电子商务战略SWOT
分析，就如何开展电子商务进行一些探讨。

关键词：电子商务，中远集运，案例分析，企业间营销，SWOT分析。

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目录
1、Introduction 3
2、Case Study 3
2.1、E-commerce and business-to-business marketing 3
2.2、COSCO-profile e-commerce 3
2.3、COSCO set of e-commerce strategy SWOT Analysis 4
2.3.1、The advantages 4
2.3.2、The disadvantage 6
2.3.3、Opportunities 7
2.3.4、The challenge 9
3、The conclusion 10
1、前言 10
2、案例分析 10
2.1、电子商务与企业间营销 10
2.2、中远集电子商务概况 10
2.3、 中远集电子商务战略 SWOT 分析 11
2.3.1、优势 11
2.3.2、劣势 12
2.3.3、机遇 13
2.3.4、挑战 14
3、结论 14
参考文献 14
1、Introduction
COSCO Container Lines, referred to as COSCON，is a leading global provider
of integrated container shipping services suppliers, customers around the world. As of
the end of 2007, COSCON have 143 full-container ships with a total slot more than
430,000 TEUs; company operates more than 80 international routes, and dozens of
domestic routes. Ship in the world more than 30 countries and regions, more than 100
ports linked. Their business of global container transportation have more than 400
agents and branches in the world. In the local Chinese, they have nearly 300 freight
agencies. Outside, across the network in Europe, America, Asia, Africa, Australia and
five continents, to do an all-round, all-weather "barrier-free" services.
As China's leading logistics company, which was to have a stable customer base
and global shipping network, will have the right marketing strategy to guide its
development of the market. The logistics of this booming industry in recent years, a
great potential of the service, how to sell to customers, conduct market development
is also very worthy of study. In addition, COSCON has a mature science and
technology advisory system and e-commerce systems, through the company's global
e-commerce platform and global electronic data exchange center, with customers and
suppliers to conduct business data exchange, full sharing of information resources.
The e-commerce marketing strategies，in particular ，deserve our attention.
2、Case Study
2.1、E-commerce and business-to-business marketing

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Based on the acceleration of globalization, business has gone beyond the

geographical limitations, which all of the information transmission between a
subsidiary of a higher demand. And the development of Internet technology to enable
enterprises to synchronize to update the various departments, various subsidiaries, in
order to achieve the sharing of resources, its favorable seize the development
opportunity, to seize market share. This trend is expected to enterprises, but also to the
enterprise market, providing services to businesses of new demands and new
opportunities. In order to adapt to this trend of development of our enterprises to
make full use of advanced means of e-commerce marketing their products to provide
the best and most appropriate service to their customers. The use of e-business tools
so that as a provider of enterprise can keep abreast of changes in customer demand,
rapid access to information on product design changes and adjustments of the notice,
more effective delivery of specifications and delivery of materials that improve the
speed of transactions , To reduce transaction costs and reduce transaction information
input error probability, the defect rate on first-hand information.
E-commerce tools to help enterprises in the supply chain to create the ultimate
consumer-oriented model, and different from the past will only focus on their supply
chain to the next link, to avoid short-sighted enterprises as a missed opportunity to
increase value-added . It provides for a regular customer and supplier of interactive
opportunities to help business customers with the confidence-building and
maintaining good customer relations is an important part of CRM.
2.2、COSCO-profile e-commerce
With the continuous expansion of business, customer COSCON is an urgent need
to provide a more efficient container management, and ready access to transportation-
related goods. In order to adapt to the international carriage of goods by the
development，COSCO Container Transportation in the business process on the basis
of the application of iris-2 system design and development, including the system of
international container shipping a complete means of transport. The system of
promotion in the world, will be to optimize the management of container
transportation, to provide customers with more convenient, high-quality global
container transportation services.
This new set of e-commerce by making the world's leading e-business
infrastructure provider sybase designed using the sybase the adaptive server
enterprise.replication server.open client and jconnect products and components of the
total contract amount of 2,800,000 U.S. dollars, selected group COSCON pieces in
the iris-2 system to provide data collection, storage, conversion, processing and
comprehensive analysis. The contract signed to further strengthen the company sybase
traffic in the field of energy influence. This is the second Chinese company sybase in
the second quarter of 2001 in the telecommunications industry after the success of the
award in the field of transport energy to create another brilliant performance.
COSCO Container Transport Company on the e-commerce program. First of all,
including the general public of e-commerce features, subscription inquiries and
shipping schedules, cargo tracking, ship, inquiry; followed by the website: Subscribe
to shipping schedules, booking assistants, electronic suitcase, one-up on-line, single-

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line, long-distance bills of lading Printing, delivery notification, customer statements,

e-mail notification, EDI services and other functions. And each of the services are
provided to facilitate a better understanding of the customer, and so be able to
demonstrate that these human design allows customers to quickly and accurately, a
close understanding of the site, and to achieve proficiency in a short period of time.
The successful completion of the inspection shipping out orders, to complete the
transaction, as well as all the orders, such as after-sale tracking process. In addition to
these services, in e-commerce interface can be at the same time that the world body's
real-time information. As well as current news events ，simplified Chinese interface
as a whole, both Chinese and English language support. Page is simple and clear
vision, high-speed and efficient in order to give people a sense that this development
is also one of the purposes of e-commerce business.
2.3、COSCO set of e-commerce strategy SWOT Analysis
2.3.1、The advantages
⑴、Scale advantages
COSCO has a set of 118 various types of container ships with a total slot more
than 200,000 TEUs, is currently operating 20 trunk routes cover the world, linked
more than 100 ports in the COSCO Shipping on the main form of a clear competitive
advantage, the current Operates more than 600 modern merchant vessels, more than
3500 million dwt, in recent years, 300,000,000 tons of cargo, ocean routes covering
over 160 countries and regions, more than 1300 ports, the size of the domestic fleet
ranked first in the world ranking 2. COSCO also has hundreds of overseas agencies,
distributed in over 50 countries and regions, formed a comprehensive business
network in the world, is committed to providing customers with global shipping and
logistics services also provide a wide range of ships and cargo Agents, ship repair,
trade, finance, IT and so on a number of industries.
⑵、the advantages of e-commerce strategy
① set up earlier, as early transition to e-commerce. COSCO Group is a large state-
owned enterprises in the first from 1996 to 1997 for the completion of the COSCO
EDI and EDI center network. Currently, COSCO has been achieved through the EDI
manifest of the ship map, control box, and other data to send EDI, electronic
commerce has been walking in the forefront of the domestic transport industry. In
1997, the COSCO Group for people a lot of money and manpower into COSCO
Global Communications Network, and the web-based, to build a network of COSCO
Internet platform. The platform built to promote the world's COSCO Group E-Mail
Center.
② coverage, the business is large. The basic EDI network covering more than 50
domestic and foreign cargo on behalf of small outlets for the realization of the
customs and port EDI message exchange through EDI Center, Beijing achieved with
the GEIS EDI center of the Internet, the COSCO Group, China Unicom overseas
regions 公 司 . As of October 1999, COSCO has been built by Beijing as the center,
covering mainland China, Hong Kong, China, Singapore, Japan, the Americas,
Europe, Australia and other countries and regions of the e-mail network, COSCO
most of the business at home and abroad have El often carried out by e-mail business.

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The conduct of business, break through the traditional service in the slow, low
efficiency, heavy workload, the high error rate, will direct freight service to the
customer desk, so that customers can apply for cargo leaving home Export business
process of booking commissioned, the production of documents, information and
other business procedures. So much of the business side in the competition is bound
to have a significant impact and create more opportunities for the industry to win the
starting point.
③ e-commerce technology. On the Internet occupies an important position, the
company introduced the package of online marketing system has taken a virtual on-
line transport (E-Transport) of the embryonic form of a strong two-way interactive
capabilities and high efficiency. The electronic booking system will enable every user
on-line at any time and any region can direct access to homes COSCO electronic
booking system, via the Internet booking with the company commissioned to carry
out operations. Transport and cargo transit system inquiries reflect the convenient, fast
and accurate operation characteristics. This feature allows customers to track cargo
dynamic, on-line inquiries at any time transfer documents, customs status, import,
export and transit of goods to, and other relevant information. Notice of information
systems in the shortest possible time COSCO shipping-related adjustments, price
changes and so on the Internet to publish in a timely manner. The successful
implementation of e-business, COSCO has greatly enhanced the marketing of science
and technology, develop new customer base by gradually come to focus on the global
Internet. At present, "COSCO net" has been building the size of a thick, nearly 20
COSCO-owned unit of the construction site has been basically completed, the site has
also been asked to achieve a link with each other to form a "network of COSCO," the
basic framework, regardless of Or image from the built-in functions, the COSCO
Group has been on the Internet to occupy the position of radiation to the world of
COSCO. This high-technology, intelligent on-line marketing systems, the traditional
enterprise is the first in more than in the emerging electronic business does not boast
so many.
④ e-commerce strategies for the future development of good strategy. COSCO
Development of e-business strategy targeting the global changes in customer demand,
a global integrated marketing system for business platform to logistics, information
flow and business process management platform for the reorganization to customer
satisfaction to build a platform based on the concept of culture Intelligent Internet
technology and service flexibility, comprehensive and diversified modes of transport,
environment and the coordinated development of web-based integrated transport and
logistics system (E-Transport & E-Logistics). To meet the changing ， needs of
customers around the world as the driving force for the development of COSCO's e-
commerce platform. Capture the rapid global changes in customer demand, COSCO
will be the development of electronic commerce focus on all aspects of this change,
so that COSCO development of e-commerce companies to create the best results.
2.3.2、The disadvantage
⑴ 、 COSCO as a state-owned enterprises are not in the true sense of the
enterprise, because it is not state-owned enterprises in order to maximize profit targets

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for the best allocation of resources, it should not be assumed to bear the "social
responsibility" and often Home to maximize their profits regardless, and will
maximize its own legitimate interests as part of its goal, the chairman of the board of
state-owned enterprises is not the true owner of the business and therefore can not (or
do) to the investors (countries) to assume the main, and even A little bit of risk.
Despite the emphasis on the national government and enterprises must be separated
for many years, but the state-owned enterprises have always been under the control of
government intervention in the management of people, so in today's competitive
market economy, state-owned enterprises in competition with other companies in the
show's shortcomings are more evident. Of the main problems: low utilization of
capital, lack of innovation mechanism.
⑵、Caused by differences in cultural background of the traditional barriers to e-
business development. China COSCO set as a traditional large-scale state-owned
enterprise group, compared to other companies in the development of e-commerce on
the first disadvantage is that the existing business organizations, production processes
and staff attitude, a more rigid and traditional business organizations, and by vested
interests Inert, employees are afraid to re-combination, there is a tendency to resist
change. Complex confidential business information and consumer culture to avoid the
risk of e-commerce is carried out one of the biggest obstacles. Information
transparency is a feature of Internet culture, enterprise development, e-commerce
business will be from the upstream and downstream suppliers to the agents into the
inner workings of e-commerce systems, Internet connection, real-time understanding
of the trading partners of supply, inventory, sales and Funds, resources and sharing of
information among enterprises, improve the efficiency of resource allocation. Internet
interaction is the essence of enterprise information to increase the transparency of the
business advantages of the show in front of customers and consumers, but businesses
have a disadvantage at the same time the public. China's long-term impact of
Confucian culture, is a popular and highly confidential to avoid the risk-based culture,
such as the COSCO-owned enterprises and individuals more likely to know the
members of the enterprise network business, and reluctant to unfamiliar brands and
Do not know of a single supplier, so Chinese enterprises and consumers from the
monopoly of information, confidentiality of the information sharing, transparency of
information conversion, the success of e-commerce in China is a cultural foundation.
Impact of network marketing is a very important factor in culture, in the United
States, the first on-line shoppers is the use of the original catalog to buy the consumer,
followed by phone buyers. Consumer purchases from the store to call to order on-line
procurement of re-conversion, there is a need to adapt and change.
⑶、Enterprise information technology less. COSCO set into the success of e-
commerce, enterprise resource management and whether or not the electronic,
information technology closely. First, the enterprises should improve the internal
management of resources, information technology, changes in the department of
information of mutual occlusion, different sectors of the market share data can not be
attached to scientific and technical personnel from different departments can not
communicate with the co-ordination between higher and lower levels is a lack of

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communication and collaboration The operation of the status quo of enterprise

information to enable enterprises to enter the real e-commerce environment. In
addition, to launch e-commerce platform involving the Internet system from the
upstream suppliers to downstream distributors of the overall operation of the
integration, the need for upstream and downstream businesses related to information
technology to coordinate the development of the match.
2.3.3、Opportunities
⑴、National policy.
Under the jurisdiction of the SASAC as a large-scale enterprise groups, the
COSCO Group in co-operation between enterprises established advantages,
relationship marketing, customer relationship management has unique advantages.
Particularly with regard to access customer relationship advantages in this regard, the
COSCO Group's ability to contact customers, as well as the ability of dominant
position has been outstanding. People's Government of Guangdong Province and
Guangzhou Ocean Shipping Group signed a strategic cooperation framework
agreement, which is the outstanding level of customer relationship realized, and the
Governor of Guangdong Province have personally handed out the olive branch can be
seen by the COSCO attention. The adoption of the agreement, COSCO Group and
Guangdong Province form long-term friendly and cooperative relations. Framework
agreement, marking COSCO cooperation with Guangdong to develop a new phase.
Guangdong Provincial People's Government will be committed to the COSCO Group
in Guangdong for the development of good resources and security policies. Prior to
the COSCO Group has signed a number of cities and various development agreement,
and we believe that in the future development of a similar policy will continue to
agreement, preferential policies in the future, COSCO Group and other competitors
will be a competition Very beneficial to the bargaining table.
⑵、The popularity of the Internet and e-commerce development for the further
development of the COSCO Group has provided support. COSCO Logistics is the
core business of transport, the number of units to handle the large amount of
information for users in need of a solution is user-friendly work flow, efficient,
accurate and secure information services. With the popularity of the Internet and e-
commerce development, EDI, intranet and now, "COSCO net" building, the COSCO
Group has achieved the flow of electronic information, step by step to move its
business online, and New technologies in support of the plan could open up new
services. It is reported that in the future will provide on-line COSCO's "one-stop
service", will enable customers to operate more easily, just click the mouse, you can
complete all the formalities.
⑶ 、 The global market to expand rail and road transport by sea in the future
development of COSCO have come a long way to make room for development. With
the development of economic globalization, the world market in contact with each
other in increasingly close. China's economic development and making China the
world market position is going up. Based on China's COSCO Group, the existing
marine transportation business, with the support of the road can open up rail transport
operations by sea and give full play to the advantages of a vast hinterland, the further

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development and growth.

⑷ 、 Marine transport development strategy: China's rapid economic
development under the difficulties faced by oil, for oil imports involved in the four
major factors: production, access, transport and currency exchange rates, the
Government had focused on testing. One of origin, passage, the currency exchange
rate, we can not be resolved in the short term, the strategy focuses on the development
of a natural means of transport on the side.
The three largest domestic oil company, for example, China Shipping Group has
a variety of serving sizes oil tankers 83, transportation capacity of 3,920,000 tons;
COSCO now has 26 tankers, to 3,200,000 tons dwt; third of the shipping business
There are currently operates 14 oil tankers, the capacity to 2,450,000 tons. In China
every year hundreds of millions of tons of imported oil, 90% went so far as to rely on
foreign oil transport, "National oil country" only on the sea transport of oil by 10%,
China's two major oil importers - China National Petroleum and Sinopec have not
Control their own oil tanker fleet. From the size and capacity, mainly in China directly
under the Central Committee of the five engaged in the shipping business, COSCO
accounted for five of the total capacity of 55%, ranks first, the China Shipping Group,
the second, accounted for 25 % Of the remaining three less than 10%. So, in order to
develop our own cruise transport, this country will tend to several enterprises.
COSCO have the opportunities which may be no need to say.
⑸ 、 Coastal transportation: aim at the coast of domestic demand for dry bulk
cargo transport market, the completion of the "restructuring of Hong Kong and
Shenzhen" after the positive development of coastal transportation, COSCO is also
developing in the future can seize the opportunity of one. China's economic
development to our own coastal transport has been a more important position and a
broader room for development.
2.3.4、The challenge
⑴、Network security: With the inevitable development of the Internet network
security problems is to rely on e-commerce is relatively high level of the COSCO
Group in developing the necessary attention.
⑵ 、 Globalization: the international shipping company COSCO and direct
competition, particularly in ocean shipping, with the accession to the WTO, China to
raise the level of opening to the outside world, COSCO in the competition will
increase a lot of pressure.
⑶、The shipping industry development changes: liner shipping containers into
the real age; shipping companies took to the road to the joint merger, industry
concentration rising; an increasingly competitive shipping market; modern logistics
has become a major international shipping companies to expand direction. The
traditional ideas of the past can not meet the further development of COSCO.
⑷、Changes in the roles of the great challenges: COSCO Group from a global
shipping carrier in order to the shipping-based global logistics operator shift from
cross-border ventures to change a world-class multinational corporations. These two
changes in the way business is bound to bring about change in the policy regime
change, and the ability to change the way business is in the process to retain the

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essence of COSCO will be facing a major challenge.

COSCO's six major industries, one of the shipping industry, including container
transportation, bulk cargo transport, special transport, tanker transport; Second, the
logistics industry, including logistics and terminal; third, trade, including trade and
ship oil trade; Fourth, industry, including shipbuilding and ship repair; Fifth, financial;
six science and technology. Plus listed companies form a "one-two-five main pillars
of the" pattern of industrial development around the two main shipping and logistics
industry, "related to the limited diversification."
In the face of so many of its industries in various fields to contain each other, a
major industry in the development of the industry is facing tremendous setback, the
Central Plains on how to co-ordinate development, to ensure that the Group's overall
development trend is also very significant challenges.
How to promote energy saving, building a resource-conserving and environment-
friendly enterprises, the development of safe, how to deal with security and
production, safety and efficiency, security and development to ensure a stable security
situation is worthy of continued exploration of COSCO.
The lack of qualified seafarers in the next few years will be the world's shipping
industry are facing the most serious challenges, COSCO was not spared either. How
to train high-quality seafarers, how to retain talent, as the seafarers and other land-
based workers, compared with considerable specificity, the COSCO Group on this
issue need to take very seriously.
Of course, with functions similar to the fierce competition between the
companies will also be the future development of COSCO is one of the challenges.
3、The conclusion
After analysis, it is not hard to see that e-commerce strategy for a third-party
logistics business marketing strategy, particularly in customer relationship
management played a pivotal role, as well as to meet the needs of global business
expansion. We as a large-scale state-owned enterprises, COSCO set of e-commerce
systems, including e-commerce Web site, the information society to adapt to the pace
of development, the occupation of their world market share of electronic technology
to provide protection, of course, because of China's information technology
development limitations As well as their own shortcomings, there are still some
aspects of these issues, but one flaw cannot obscure the splendor of the jade, which
can not cover up its e-commerce systems in the market to seize the role.
1、前言
中远集装箱运输有限公司，简称中远集运，是全球领先的综合集装箱航运
服务供应商之一，客户遍及全球。截至2007年底，中远集运拥有143艘全集装箱
船，总箱位超过43万标准箱；公司经营着80多条国际航线，及数十条国内航线。
船舶在全球超过30个国家和地区超过100个港口挂靠。集装箱运输业务遍及全
球，在全球拥有400多个代理及分支机构。在中国本土，拥有货运机构近300个。
在境外，网点遍及欧、美、亚、非、澳五大洲，做到了全方位、全天候"无障碍"服
务。
作为中国的顶尖物流企业，其之所以能拥有稳定的客户群与遍布全球的航
运网络，必然有正确的营销策略指导其市场的开发。而物流，这一近些年蓬勃发

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展的行业，一种极具潜力的服务，如何将其向客户推销、进行市场开发，也是极
其值得研究的问题。此外，中远集运拥有成熟的咨讯科技系统和电子商务系统，
透过公司的全球电子商务平台和全球电子数据交换中心，可以与客户及供应商
进行业务数据交换，充分共享信息资源。这一电子商务的营销战略尤其值得我们
注意。
2、案例分析
2.1、电子商务与企业间营销
基于全球化步伐的加快，企业经营已经超越了地域的限制，这就对各子公
司间的信息传递提出了更高的要求。而互联网技术的发展，使企业可以同步更新
各个部门、各个子公司的信息，从而实现资源共享，有利于其抓住发展机遇，抢
占市场份额。企业的这种发展趋势，同时也给在企业间市场，为企业提供服务的
企业带来了新的要求与新的契机。为了适应这种发展趋势，我们的企业充分利用
了先进的电子商务手段来营销自己的产品，提供最好、最合适的服务给自己的客
户。
电子商务手段的运用，使作为供应商的企业可以及时了解顾客需求变化的
信息，快速的获取关于产品设计变更和调整的通知，更有效地提供规格和交付
物的说明，从而提高交易过程的速度，降低交易成本，减少录入交易信息的错
误几率，获得关于缺陷率的一手资料。
电子商务手段可以帮助企业在供应链中建立最终消费者导向的模式，而不
同于过去的只将自己的着眼点放在供应链的下一个环节，避免了因为企业短视
而错过增加附加值的机会。它提供给顾客一个经常性的与供应商的互动机会，有
利于企业与顾客之间建立信任，保持良好的客户关系，是CRM的重要环节。[1]
2.2、中远集电子商务概况
随着业务的不断拓展,客户迫切需要中远集运提供更高效的集装箱管理,并
随时获得有关货物运输的信息。为了适应国际货物运输的发展，中远集运在集装
箱运输业务流程的基础上进行了iris-2应用系统的设计与开发，系统包括了国
际集装箱运输的一个完整的运输途径。该系统在全球的推广，将全面优化集装箱
运输管理，为客户提供更为便捷、优质的集装箱全球运输服务。此套电子商务使
由全球著名的电子商务基础架构供应商sybase公司设计，采用了sybase 的
adaptive server enterprise.replication server.open client及jconnect产
品与组件该合同总金额达280万美金,选用的组件在中远集运iris-2系统中提供
数据的收集、存储、转换、处理与分析等全面的功能.该合同的签定,进一步加强
了sybase公司在交通能源领域的影响力。这是继sybase中国公司于2001年第二季
度在电信行业屡获佳绩之后,在交通能源领域创造的又一辉煌业绩。关于中远集
装箱运输公司电子商务程序。首先包括了一般电子商务的公共功能、船期查询及
订阅、货物跟踪、船舶资料、询价；其次网站提供：船期订阅、订舱助手、电子提
箱、网上托单、网上对单、远程提单打印、到货通知、客户报表、e-mail 通知、EDI
服务等功能。并且每种服务都设有便于客户进一步了解的演示等能，这些人性化
设计使客户快速、准确、近距离了解网站的信息，并在短时间内达到熟练操作的
程度。顺利完成查阅船期，开出订单，完成交易，以及售后追踪等全部订货过
程。除以上服务，在电子商务的界面上还可以同时了解到全球机构的即时信息。
以及当前的新闻时事。整个界面提供简体中文、英文两种语言支持。页面简洁、明
了，视觉，给人以快捷便利之感，这也是开发电子商务业务的目的之一。
2.3、 中远集电子商务战略SWOT分析

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2.3.1、优势
⑴、规模优势：中远集拥有118艘各类集装箱船舶,总箱位超过20万标准箱,
目前经营的20多条主干航线覆盖全球,挂靠港口100多个中远集团在航运主业上
形成了明显的竞争优势，目前经营着600余艘现代化商船，3500多万载重吨，年
货运量近3亿吨，远洋航线覆盖全球160多个国家 和地区的1300多个港口，船队
规模国内排名第一位，世界排名第二位。中远集团还拥有海外机构数百家，分布
于全球50多个国家和地区，形成了完善的全球业务网络，在致力于为全球客户
提供航运、物流等优质服务的同时，还广泛提供船舶和货物代理、船舶修造、贸
易、金融、IT等等多个行业的服务。
⑵、电子商务战略的优势：
①成立时间早，向电子商务转型早。中远集团在国有大型企业中属首批于
1996～1997年间完成了对中远集团EDI中心和EDI网络的建设。目前，中远集团已
经通过EDI实现了对舱单、船图、箱管等数据的EDI传送，在电子商务方面已走在
国内运输行业的前列。1997年，中远集团投人大量资金和人力，建成中远集团全
球通信专网，并以该网络为基础，构建了中远集团Internet网络平台。该平台的
建成，促进了中远集团全球E—Mail中心的建设。
②覆盖面广，业务面大。该EDI网络基本覆盖国内50多家大中小货运和外代
网点，实现了对海关和港口的EDI报文交换，并通过北京EDI中心实现了与GEIS
EDI中心的互联，联通了中远集团海外各区域公司。截止1999年10月，中远集团
已经建成以北京为中心，覆盖中国大陆、中国香港、新加坡、日本、美洲、欧洲、澳
大利亚等国家和地区的电子邮件网络，中远集团海内外的大部分业务人员已经
通过电子邮件进行El常业务往来。这一业务的开展，突破了传统服务中的速度
慢、效率低、工作量大、差错率高的问题，将货运服务直接送到客户的办公桌
上，使客户足不出户便可办理货物出口业务流程中的委托订舱、单证制作、信息
查询等多种业务手续。如此大的业务面在竞争中必将产生重大影响，创造更多机
会，让行业赢在起点上。
③电子商务技术含量高。在国际互联网上占据了重要的位置，公司推出的整
套网上营销系统，已初步具备虚拟网上运输（E—Transport）的雏形，具有较
强的双向互动功能和较高的服务效率。其中电子订舱系统可使每一位网上用户在
任何地区和任何时间内，都可足不出户地直接访问中远的电子订舱系统，通过
互联网与公司开展委托订舱业务。货物运输及中转查询系统则体现出方便、快
捷、准确的操作特色。这项功能可使客户对货物实行动态跟踪，在网上随时查询
单证流转、海关申报状况、进出口及中转货物的走向等相关信息。信息公告系统
则可以在最短的时间内将中远有关船期调整、运价变化等情况在互联网上作出及
时发布。电子商务的成功开展，极大地提高了中远市场营销的科技含量，新开发
的客户群正逐渐由全球互联网上集中而来。目前，“中远网”的建设已粗具规
模，中远集团近二十个所属单位网站的建设已基本完成，各站点问也已实现了
相互链接，组成了“中远网”的基本框架，无论从形象上还是内在的功能上，
中远集团已经在国际互联网上占据了位置，向全世界辐射着中远的影响。如此高
科技、高智能的网上营销系统，在传统企业中尚属首例，比之新兴的电子企业也
不逞多让。
④电子商务战略未来发展战略良好。中远发展电子商务的战略目标定位在从
全球客户的需求变化出发，以全球一体化的营销体系为业务平台，以物流、信息
流和业务流程重组为管理平台，以客户满意为文化理念平台构建基于因特网技

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术智能的、服务方式柔性的、运输方式综合多样的，并与环境协调发展的网上运
输和综合物流系统（E—Transport & E-Logistics）。以满足全球客户的需求变
化作为发展中远电子商务的动力平台。迅速捕捉全球客户的需求变化，将中远电
子商务发展的各个方面紧紧围绕这种变化，使中远电子商务的发展为企业创造
最佳的效益。
2.3.2、劣势
⑴、中远集团作为国营企业中并非真正意义上的企业, 因为目前的国有企业
并不以利润最大化为目标进行资源的最佳配置, 它还承担了不应承担的“社会
责任”,往往会置企业利润最大化而不顾, 而将自身合法利益最大化作为其目
标, 国有企业的董事长并非企业的真正所有者, 因而也无法(或者说无能为力)
对投资主体(国家) 承担主要, 甚至于一点点的风险。尽管国家强调多年政企要
分开, 但国企始终被政府行政干预下控制的人所管理, 因此在充满竞争的当今
市场经济中, 国有企业在与其它企业竞争中表现出的劣势是较明显的。主要表现
在: 资本利用率低下，缺乏创新机制。
⑵、文化背景差异造成传统企业发展电子商务的障碍。中远集作为中国传统
国营大型企业集团公司，较之于其他企业，在发展电子商务上的第一个劣势就
是就是现有的企业组织、生产流程和人员心态,传统企业组织较为僵化,受既得利
益和惰性的影响,员工害怕重新组合,有抗拒变革的倾向。企业信息保密情结和消
费者规避风险型文化是开展电子商务的最大障碍之一。资讯透明化是网络文化的
一种特征,企业发展电子商务将上下游企业从供应商到代理商的内部运作纳入到
电子商务系统中,通过互联网对接,实时了解交易伙伴的供应、库存、销售和资金
情况,企业间信息资源共享,使资源配置效率提高。互联网互动交流的本质是增加
企业信息的透明度,使企业的优势展现在消费者和客户面前,但企业的劣势也同
时公布于众了。我国长期受儒家文化影响,盛行的是一种高度保密的和风险规避
型文化,中远集等国营企业更倾向于和个人熟悉的网络内成员企业开展业务,而
不太愿意对不熟悉的品牌和不了解的供应商下单,所以中国企业和消费者从信息
独占、保密向信息共享、资讯透明的转换,是我国电子商务成功的文化基础。影响
网络营销很重要的因素就是文化,在美国,最初的网上购物者主要是原来使用产
品目录购买的消费者,其次是电话购买者。消费者从商店购物到电话订购再至网
上采购的转换,需要有一个逐渐适应与转变的过程。 
⑶、企业内部信息化程度较低。中远集能否成功地融入电子商务,与企业内
部资源管理是否实现了电子化、信息化关系密切。首先, 企业要提高企业内部资
源管理的信息化,改变各部门的信息相互闭塞、不同部门的市场数据不能共享、
隶属不同部门的科技人员无法沟通与协调、上下级部门之间缺乏沟通与协作的企
业信息化运作现状,使企业真正进入电子商务的环境。其次,开展电子商务涉及互
联网平台体系中从上游供应商到下游经销商的一体化整体运作, 需要上下游相
关企业信息化的协调发展与之匹配。
2.3.3、机遇
⑴、国家政策的支持：作为国资委下辖的大型企业集团，中远集团在企业间
确立合作优势、关系营销、客户关系管理方面具有得天独厚的优势。特别是在获
得客户关系优势这方面，中远集团联系客户的能力、以及获得优势地位的能力相
当突出。广东省人民政府与中远集团在广州签署了战略合作框架协议，这是省级
客户关系的突出变现，且有广东省省长亲自递出橄榄枝可见中远集团的受重视
程度。通过此项协议，中远集团与广东省形成了长期友好合作关系。框架协议的

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签订，标志着中远集团与广东的长期合作发展到了一个新阶段。广东省人民政府
承诺将为中远集团在广东的发展提供良好的资源和政策保障。在此之前中远集团
已经和多个城市签订了各种发展协议，而且我们相信在日后的发展中类似的政
策性协议还会继续出现，政策优惠在今后中远集团和其他竞争对手竞争时将是
一个很有利的筹码。
⑵、互联网的普及和电子商务的发展为中远集团的进一步发展提供了支持。
中远集团的核心业务是物流运输，涉及的单位多，处理的信息量大，为用户提
供服务最需要解决的就是方便用户的办事流程，进行高效、准确、安全的信息服
务。随着互联网的普及和电子商务的发展，从EDI中心、企业内部网到现在的
“中远网”建设，中远集团已经实现了信息流转电子化，一步步地把自己的各
种业务搬上网，而且在新技术的支持下可以筹划开拓新的服务内容。据悉，将来
中远网上将提供的“一站服务”，将使客户操作更便捷，只点击一下鼠标，就
可完成所有手续。
⑶、全球市场的拓展和公路铁路海路联运在未来的发展使中远具有长足的发
展空间。随着经济全球化的拓展，世界市场在相互联系中日趋紧密。而中国经济
的发展使得中国在世界市场中的地位日益提高。立足于中国的中远集团，在现有
海洋运输业务的支持下，可以开拓公路铁路海路联运业务，充分发挥腹地广阔
的优势，进一步发展壮大。
⑷、海洋运输战略发展的需要：中国在经济高速发展下面临石油困境，对于
石油进口主要牵涉的四个因素：产地、通道、运输工具和货币汇率，政府都进行
了重点检测。其中产地、通道、货币汇率方面不是我们可以在短期内解决的，所
以战略发展的重点就自然而然放在了运输工具方面。
以国内最大的三家油轮公司为例，中国海运集团拥有现役各种大小油轮 83
艘，运输能力为392万吨；中远集团现拥有油轮26艘，载重吨为320万吨；排名
第三的招商轮船目前运营的油轮有14艘，运力为245万吨。在中国每年上亿吨的
进口石油中，90%以上竟然依靠国外油轮运输，“国油国运”仅占海上石油运输
的10%，中国的两大石油进口商——中石油和中石化也没有自己控制的油轮船
队。而从运力规模来看，在国内主要的五家中央直属的从事航运业的企业中，中
远集团占五家总运力的55%，位列第一，中海集团位居第二，占比为25%，其余
三家均不到10%。由此看来，要发展我们自己的邮轮运输，国家必定会倾向于这
几家企业。而中远集团在其中可能得到的机遇无须赘言。
⑸、沿海运输方面：瞄准国内沿海干散货运输市场需求，在完成“港深重
组”后，积极发展沿海运输，也是中远在今后发展中可以抓住的机遇之一。中国
经济的发展促使我们自己的沿海运输有了更重要的地位和更广的发展空间。
2.3.4、挑战
⑴、网络安全：随着互联网发展不可避免的网络安全问题是倚赖电子商务程
度比较高的中远集团在发展中所需注意的问题。
⑵、全球化：国际海运公司直接与中远竞争，特别是在远洋运输中，随着加
入WTO，中国对外开放程度的提高，中远在竞争中的压力将会加大很多。
⑶、航运业发展思路的转变：班轮运输进入真正的集装箱化时代；航运企业
走上联合兼并之路，行业集中度不断提升；航运市场竞争日趋激烈；现代物流
成为国际航运企业的主要拓展方向。昔日的传统思路已不能适应中远的进一步发
展。
⑷、角色转变的巨大挑战：中远集团提出要从全球航运承运人向以航运为依

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托的全球物流经营人转变，从跨国经营企业向世界级跨国公司转变。这两个转变
中经营方式的转变必然带来各项政策制度的变革，而能否在转变经营方式的过
程中保留精髓将是中远面临的一大挑战。中远旗下有六大产业，一是航运业，主
要包括集装箱运输、散货运输、特种运输、油轮运输；二是物流业，主要包括物
流和码头；三是贸易，主要包括油贸和船贸；四是工业，主要包括修船和造
船；五是金融；六是科技。加上上市公司，由此形成“一主两重五支柱”的产业
发展格局，围绕航运和物流两个主业的“有限相关多元化经营”。而面对如此多
的旗下产业，各个领域相互牵制，在某一主要产业面临行业发展的巨大挫折
时，中原如何去协调发展，保证集团的整体发展态势也是很重大的挑战。如何推
进节能降耗工作，建设资源节约型、环境友好型企业，如何安全发展，如何处理
安全与生产、安全与效益、安全与发展的关系，确保安全形势稳定是值得中远人
持续探索的。缺乏适任海员将成为未来几年中世界航运业所面临的最为严峻的挑
战，中远也不能幸免。如何培养高素质的海员，如何留住人才，由于海员与其它
陆地工人相比具有相当的特殊性，中远集团在这个问题上需要非常重视。当然，
与国内职能相似的公司之间的激烈竞争也将是中远的未来发展的挑战之一。[2]
3、结论
经过分析，我们不难看出，电子商务战略对于一个第三方物流企业的营销
战略，特别是客户关系管理起到了举足轻重的作用，同时也满足了全球业务扩
展的需要。作为我们的一家大型国企，中远集的电子商务系统，包括电子商务网
站，适应了信息化社会发展的步伐，为其占领世界市场份额提供了电子技术的
保障，当然，由于中国信息技术发展的局限以及自身的缺陷，有些方面还是存
在些问题，可是瑕不掩瑜，这不能掩盖电子商务系统在其抢占市场中所发挥的
作用。
参考文献：
[1] 李北平.电子商务管理.北京大学出版社,2002.102-107
[2]金忠明.2007中远集装箱运输有限公司年鉴.上海人民出版社，2008.55-69

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