The Research of Port Competitive Strategies Based on Quantified SWOT Analysis

With the acceleration of economic globalization and regional economic integration, the competitive surroundings in face of the ports become increasingly complicated. In order to survive in the severe competition, it´s crucial to formulate an applicable development strategy by using the scientific and reasonable method. SWOT analysis is widely used in the field of strategic decisions currently, but there is a certain arbitrariness and subjectivity owing to the lack of quantified analytical process. In this context, Quantified SWOT model is established to solve this problem. Firstly, this paper divides the port environment factors into two parts, the internal and external, each containing several factors. Then, Analytic Hierarchy Process (AHP) is applied to divide the factors of the two parts into three levels in order to calculate the weights of all the factors from the bottom to the top. As the scores given by expert´s grading method being combined with the above weights, the final scores of each factor are received to classify them into the four aspects: strengths, weaknesses, opportunities and threats. With the total scores of the four aspects, four-dimensional coordinate system is constructed to choose the right strategies. At the end of this paper, a case of Zhoushan Port is put forward to explain the application of the method, which provides a reliable theoretical basis for the port to make competitive strategies.