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Since April,2007,due to the subprime mortgage crisis,the lifting growth of Sino-US shipping line declines to the lowest in the past 12 years,and most shipping companies in the United States announce the trans-pacific line is caught in a deficit. To cope with the market fluctuation,it’s very important for the survival of shipping companies to set up a quality customer base who has stable shipment and can bring greater gains to the line.Therefore,the high grade BCO(Beneficial Cargo Owner) become chasing target for every large container shipping company.However,most U.S.import BCO is marketing integration of large retail enterprises,and is the globalization and the combination of modern logistics philosophy.They seek carriers who are competitive,reliable,efficient,service-oriented.To be invincible in the fierce competition,container shipping companies must use the method of“service innovation”,keep for innovation and development,and improve the service. Only by this can the shipping companies keep their own benefit pattern.Therefore, the research of BCO service innovation of Sino-US shipping line is significant.The theory of this paper is service innovation,and the research method is case analysis.Firstly,it introduces the development of container transportation and the general situation of BCO service at Sino-US shipping line.Secondly,it introduces the basic theory of service innovation,review the service characteristics of BCO service,and classify the service characteristics,and form the target which influences the core competitiveness of container shipping companies.Then,it analyses the Four-dimensional degree model of BCO service innovation and also illustrate the role of each core interface element.Finally,by case analysis of the service innovation of great shipping companies,it makes suggestions to the BCO service innovation at Sino-US shipping line for the container shipping companies.This contribution of this paper is to combine with advanced service innovation theory,to make systemic analysis of the characteristics of BCO service at Sino-US shipping line,to provide valuable insights and make suggestions to the BCO service innovation.
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