台灣的貿易發展甚早，當中海運所佔的比重達到七成以上，當中貨櫃運輸因為標準化的運輸模式，近卅年來已經成為海運的主流，台灣的航商也非常的爭氣在國際的貨櫃運輸上佔著舉足輕重的份額。截至目前為止，全球25大航商中，台籍航商就佔了4家，是所有國家最多的。2008年金融海嘯以來，2008年以來因為熱錢的氾濫，加上航商對於全球經濟復甦過份樂觀的預估，大量的新造船在過去幾年交船，造成運價的崩跌，船公司也面臨了有史以來最大的危機，過去幾年合併、倒閉的情況頻傳，終於在去年達到了最高峰，總共有五起的合併案，經營不善的船公司，即使是世界排名第七也是應聲倒地。 本研究主要是針對營運績效名列前茅的的W航商進行研討，如何藉由合作策略聯盟的模式來擴大市場佔有率，同時避免本身的利基市場被侵蝕，既有市場份額的維持、新市場的開發與大型船公司抱團取暖的情況下，如何在夾縫中求生存並持盈保泰。經由交叉的分析，結合PEST的外部環境評估與五力的研究來看其未來的競爭力，同時藉由SWOT的分析，了解其本身的優勢與劣勢，加上外部的機會與威脅的交叉比對，並提出建議方案，以供個案公司及規模相近的航運公司日後制定營運策略的參考。;Because of lacking of resources, Taiwan started its international trade quite early. Containerization shipping is very popular for the past 30 years because of its stardard and efficient operation model. Taiwanese carriers are vey active in the world. There are 4 Taiwanese carrers listed on the top 15 carries in the world. The hot money goes around after financial crisis in 2008. Carriers or leasing company are very easy to get loans from banks with very low interest. With the optimistic forecast of global economy recovery, they started to build large vessels such as VLCC (Very Large Container Ship) or ULCC (Ultra Large Container Ship) to diminish its operation unit cost. However, the global GDP growth is not so positive as they expected. In order to ensure competiveness of unit cost, they start to adhere to the policy of full the ship. It caused the averge ocean freight decending more than 60%. Carriers have to face the biggest challenges so far. Therefore, the carrier merger and acquisition are becoming industial practices. If the finance condition is worse, they have no choice to go bankruptcy or apply bankruptcy protection. There are 5 mergers in 2016. Even the Korean carrier giant, Hanjin Shipping ranked 7th in the world, went bankrupt because of lusy finance situation and heavy debt. Our study is from the case of W Line, who performed quite well for the past years. How they enlarge their market share and penetrade new market with the ways to enhance the cooperation with other carrers and how they face the challenges of carriers allicanes. We start this study with its operation model and how they cooperation with other carrers. They set the goal of keep their market share, new market development and how to surve or get the advantage from alliance. Combining with external PEST and Porter five forces analysis to setup their strategic management, also use the SWOT model to structure and evaluates those four elements of study carrer. By generating the reference strategies and suggestions to case company or scale similar company, it can be their internal reference or future improvement suggestion or strategic management.
