The Research On The Market Competition Strategy Of Shanghai Zaomiao Group Company

With the development of people's living standard and the diversity of the eating habits, baking food has become one of the most indispensable to people's living. The development of the baking food can not be inseparable from the continuous progress of Chinese food industry. The fact situation indicates that the upgrading of technology, the involvement of industrial capital and China's accession to WTO have caused baking food industry tremendous pressure of competition.Shanghai Zaomiao Corporation is a professional baking food manufacturing enterprise which is specialized in baking food additives, raw materials and topping. Since the establishment, the corporation continued to expand its scale and grow rapidly, and now it has a certain influence and strength in the baking food manufacturing industry. However, with many competitors entry into the industry, the market environment of the whole industry and the supply-demand relationship has undergone tremendous changes, and the survival and development of Zaomiao corporation have faced with severe tests and challenges. Therefore, to seriously analyze the internal and external environment of Zaomiao corporation, and scientific make and implement effective competition, it will have very important operation significance to Zaomiao corporation in a highly competitive market environment in access to and maintain its competitive edge, and a very important practical significance to constantly enlarge and strengthen.Firstly, this paper reviewed and coordinated the relevant strategic theory and competition strategy theory, and put forward the research ideas and methods of this paper, then the paper unfolded discussion primarily from the internal and external environment analysis of Zaomiao corporation. It mainly adopted the way of PEST and five powers model to discuss the external environment and analyze the organizational structure, marketing, quality management, distribution management and corporate culture from internal environment. This paper used SWOT analysis to expound the strengths, weaknesses, opportunities and threats of Zaomiao corporation Then, this paper maked target market segments and identified the target market. It focused on strategic competition in the market based on the theory, and maked product strategy, pricing strategy, distribution strategy and promotional strategies for Zaomiao corporation to develop detailed strategies of market competition.At last, this paper indicated relevant safeguards for the smooth implementation of competition strategies from the aspects of organizational restructuring, personnel management, and cultural construction.