Research On Volatile And Uncertain Strategic Environment Of Langxue Flour Company

The impact of environment on strategy has been an important task in strategic research. In the development of strategic theories, there emerged many research groups concentrated on environment study, such as groups focusing on degree, environment, configuration, power, and acknowledgement, etc. Although these groups are somewhat different, and have their research emphasis respectively, they all pay much attention to the influence of environment on strategy.In practice, enterprises internal and external adopt different strategies according to the environments, which accounts for success and failure mainly. In china, the flour companies have kept changing for decades: Hebei Wudeli Four Group developed from a family flour workshop in a village into the biggest flour enterprises nowadays; but those leading the hedge in this industry now have mostly faced bankruptcy, and some even had failed. The paper analyzed the changes in this decade, finding it mainly contributed the different strategies adopted by the companies. The changes are continuous and gradual, and the companies must change their strategies to adapt to environment. It's the lesson drawn from success and failure in this industry in the past decade.Generally speaking, the former strategic theories assume that environment is sustainable and acknowledgeable. But now, as the condition gets more and more complicated and uncertain, these strategies have gone away from and even conflicted with the currency. Based on impacts brought by environmental changes, the paper introduces in an analysis mode of value network, analyzing the thinking mode of strategies in uncertain and volatile environment.In this paper, based on impact of macro-environment on strategy and industrial environment, it analyzes and digs uncertainty and volatility. Meanwhile, at the aspect of the enterprise, it analyzes the enterprise strategies in uncertain and volatile environment. Finally, combined with the case of Langxue Flour Company, it illustrates volatile environment in flour industry, and proposes key strategic points for Langxue Flour Company on the basis of volatile environment.