The Study On The Developing Strategy Of Longping High-tech About Hybrid Rice At South-east Asia Market

With the economic development of State and the construction in cities and towns, especially with the fast development of realty market all over the country, the state puts forward the agriculture and forestry policy in large scale of"returning the land to forest, returning the land to sea and returning the land to lake", which makes the cultivated area of rice dwindled continuously. The total need at hybrid rice market dwindles steadily and owns a limited developing foreground. Furthermore, large numbers of seeds companies occupies respective segment market in accordance with differential marketing strategies and the giant seeds companies from abroad entries into Chinese market gradually, which makes the great development of Longping High-tech in domestic area be limited. Data shows that the sales amount of it in 2006 declined quickly. At the same time, the overseas market, especially the south-east Asia market showed great interest in hybrid rice with great need. The government from different countries warmly invited Longping High-tech to help them develop hybrid rice in order to solve the problems of starvation and poverty."Pushing hybrid rice forward to the world and making all the people benefit from it"is the willingness of Academician Yuan Longping, the desirability and duty of Longping High-tech. All these internal and outside factors push the Longping High-tech to develop and widen the hybrid rice market at south-east Asia comprehensively.According to the research goal, this article firstly analyses the market environment in Burma, Cambodia, Indonesia, Malaysia, Philippines, Thailand, Vietnam, India and Pakistan. Then it analyses the relative information of the cultivated area of rice, technology, research situation in each country combining with the characters of hybrid rice in detail. It uses the EFE matrix to quantitatively analyze outside environment. In internal environment analysis, from the view of a listed company, it analyses the management structure, stock rights structure, financial situation, human resources and marketing situation in domestic and overseas markets. With the help of IFE matrix tool, it evaluates the advantages and disadvantages and get a basic result. All the above-mentioned analyses give direct support and basis for the making of developing strategy of the company.According to the result from EFE matrix, IFE matrix and SWOT, it demonstrates the necessity and feasibility of insisting developing strategy. According to the desirability of the company, it can make sure of the strategy goal. In accordance with the indexes of cultivated area of rice, average national income, output per Mu, it makes the strategic collocation for the potential market countries. Thereafter, it begins with establishing Asia Research Centre, establishing seeds producing base in local country, then establishes intellectual property protection system at overseas market, organizing team in charge of developing overseas markets, which makes the market developing strategy come into reality and being specified. It mentions the basic idea and key issues of establishing monitoring system of marketing developing strategy. Finally it gives basic result for this research achievement.