Study On Development Strategy Of Mazhou Dairy Co., Ltd.

In recent years, with the national paying attention to and supporting for the dairy industry , the development of the domestic economy and people's living standards, the national milk drinking habits gradually formed, the mature technology of milk processing, as well as the consumer demanding for dairy products has been increased unceasingly, and then Chinese dairy industry has been enjoying a favorable environment, the milk processing enterprises have made rapid development. Now, domestic milk processing enterprises have reached about 2000, and some formed a certain scale. In 2008, financial crisis sweeping the globe, and the Chinese dairy industry was affected by Sanlu milk powder"Melamine"incident. In this context, the milk processing enterprises, especially small and medium-sized processing enterprises are facing a serious threat, but also facing new opportunities. In the current period, how to fully develop the merit while avoiding the shortcomings ,resist the threat , seize the opportunity, and in order to achieve better survival and development are general problems for milk processing enterprises, especially for small and medium milk processing enterprises.In this Thesis, the author started studying from this background, combined with the characteristics of milk processing industry. On the basis of the detailed analysis of the general environment of milk processing industries, the environment where Taizhou milk processing enterprises in, the internal resources and ability of Mazhou Dairy Co., Ltd., summarized competitive advantage and disadvantage, opportunities and threats of Mazhou Dairy Co., Ltd.. On this basis, combined with development goals ,the author put forward to the strategic guiding ideology of conforming to the objective laws of dairy industry development, based on national development strategies and policies, combined with the local market and the situation of the enterprise, based on their own enterprises, market-oriented, expand output steadily and to obtain a reasonable return. Finally, combined with what milk processing enterprises in the strategic choice and implementation need to pay attention to, make recommendations to Mazhou Dairy Co., Ltd. about products and quality strategy, focus strategy and Cooperative and competitive strategy, and pointed out that these strategies have universal significance for small and medium-sized milk processing enterprises in TaiZhou.