以务实战略转败为胜

After a long period of negotiations, PSA Corporation and South Korea's Hanjin Shipping have finally signed a long-term agreement. Both sides have also pledged continued future cooperation on a win-win basis. PSA's success epitomises Singapore's ability to respond with pragmatic and flexible measures to formidable challenges.

　　The deal is good news for all. It is evidence that despite stiff competition from ports in neighbouring countries, PSA is still attractive to its existing customers.

　　Is Hanjin Shipping's decision to stay testimony to the effectiveness of a series of measures announced by PSA recently？

　　The company had described the rate PSA offered as “very, very, very competitive.” It had also said that PSA's quality and efficient service was essential. But it is clear that price was a key factor in the shipping line's decision to remain here.

　　PSA has emphasised that its business cooperation with its customers is based on a “win-win” formula. And it has managed to get Hanjin to renew its contract precisely because of this policy.

　　Confronted with immense pressure from neighbouring competitors, PSA has announced the slew of measures under its “stay relevant” policy to sharpen its competitive edge.

　　This is not to say that the port operator has not been keeping up with changing times. However, convinced that excellent service is the key to attracting customers, its concern has been more with maintaining service efficiency. Now that it is operating in a different environment with fierce competition from new ports in neighbouring countries, efficient service alone is no longer enough to retain customers. Not only are its competitors improving their service, but they are also offering very competitive prices.

　　PSA has realised that if its rates and business relationships with its customers do not “stay relevant”, it will lose them.

　　Introduced with the aim of keeping its customers, measures such as providing customers “dedicated berths”, a stake in the corporation, and adjustments in fees are PSA's efforts to adapt to changing times. As the global economy is slowing down, it is necessary to respond appropriately. The reduced charges, in particular, should prove effective. However, a price-cutting war should be avoided at all costs.

　　PSA has said that its discounts and rebates are restricted to charges for handling empty containers. The purpose is to help shipping lines tide over the current economic woes. Such adjustments are far from cutting prices. To quote Hanjin, they are a “bonus”。

　　Has PSA succeeded in keeping Hanjin because its new measures have worked？ Or has Hanjin been moved by PSA's sincerity？ What matters most is that PSA has managed to clinch a deal with a key customer. This, hopefully, will have a positive effect and PSA's more than 20 other big customers will also stick with it.

　　Granted that it is important for PSA to adjust its fees, there must be no let-up on preserving its good service. An over-emphasis on price competitiveness at the expense of upgrading its service quality may cost the group its global reputation of being a “high service quality” international port established over the last few decades.

　　The challenge for PSA, apart from charting its international and regional development strategies, is to remain competitive both in terms of rates and service quality.

　　The writer is Assistant Editor （Business Desk）, Lianhe Zaobao.Translated by Yap Gee Poh.

　　新加坡港务集团与韩国的韩进海运商谈已久的长期合约终于签定,双方在双赢的运作政策下继续“无限期”的合作。这可以看成新加坡面对强大竞争时,采取务实、灵活应对措施的缩影。

　　韩进海运与港务集团续约,可以说是皆大欢喜,也说明了尽管港务集团面对邻国码头的激烈竞争,对现有客户仍然具有一定的吸引力。

　　韩进海运选择继续留在新加坡,是否反映了港务集团最近宣布的一系列新措施奏效？

　　韩进海运说港务集团给它的价格“非常、非常、非常具有吸引力”。虽然韩进强调港务集团的高素质、高效率服务对它非常重要,但能够用三个“非常”来形容价格的吸引力,相信价格是促成韩进留下来的其中一个主要因素。

　　正如港务集团所说,它与客户的合作关系是建立在双赢的基础上。韩进这次与港务集团续约,正是因为该集团提出了双赢的政策。

　　面对邻国海港的竞争压力,港务集团最近推出了一系列的新措施,希望这项称为“与时并进”的政策可以加强海港的竞争能力。

　　过去,港务集团也不忘“与时并进”,但较注重的是保持高效率的服务水平,深信只要有高水平的服务就能吸引客户。随着时代的进步、周边环境的改变、邻国新码头的崛起,光在服务水平方面与时并进,已经不足以吸引客户了。因为邻国竞争对手不单在服务素质方面逐渐与时并进,它的价格更具竞争力。

　　港务集团了解到,如果它的价格、与客户的合作方式等无法与时并进,恐怕就要面对失去客户的压力。

　　港务集团允许客户拥有“专用码头”、参与经营码头、价格调整等一系列与时并进措施,正是为了留住客户而提出。在全球经济放缓的时刻,采取与时并进的政策是有必要的,特别是在调整收费方面,相信可以收到一定的效果,但切忌掀起“削价战”。

　　港务集团说它的折扣和回扣优惠只限于空箱处理费,而且优惠期只限一年,目的是协助船务公司渡过经济难关。像这样的价格调整,与削价还有一段距离,套用韩进的话,这样的折扣和回扣对它来说是一项“花红”。

　　不管港务集团这次成功留住韩进海运是否是新措施奏了效,还是韩进被港务集团的诚意所打动,最重要的是港务集团最终保住了这个大客户,并起到正面的效应,希望其他20多个大客户对港务集团不离不弃。

　　对港务集团来说,调整价格固然重要,保持高效率的服务水平仍不可放松,否则,过于注意价格的竞争而忽略了服务素质的提升,它几十年来在国际上享有高素质服务的国际海港优势可能因此而丧失了。

　　既要注意价格的竞争力,同时又要保持高素质的海港服务水平,如何两者兼顾,将是港务集团接下来除了要照顾国际和区域发展策略以外,所要面对的挑战。