Research On The Sustainable Development Of The Pioneer Corn Seeds Corporate In China

Pioneer corporate which is under DuPont's agriculture and nutrition division has had rapid development and remarkable achievements since it stepped into China this decade. Pioneer corn seed industry has stepped into Chinese market with its worldwide advanced technology. It has collaborated with the domestic Denghai Seed and Dunhuang Seed and set up a "summer sowing area" and the "spring zone" which are two major corn-producing areas in China base. Pioneer corn seeds company in China has made tremendous achievements, but also confronts threats and challenges because of the increasingly complex market environment.In this study, based on the theory of competitiveness and sustainable development strategies, analyze the status of pioneer corn seeds company in China and current development of Chinese corn seed industry. Identify the business strengths, weaknesses, opportunities and threats of pioneer corn seeds company in China through the internal and external environment analysis. The result has showed that the corporate advantages is greater than weaknesses and the opportunities is greater than threats. Through SWOT analysis and general electronic strategic choice model, author has developed the overall strategy and related tactics for the future development of enterprises.Currently, corn seed market has been open as the seed industry is gradually opening up, Foreign-funded enterprises have entered the Chinese market, meanwhile the domestic enterprises have also developed rapidly. Recently, Chinese corn seed market presents the following features:the customers of corn seed scatter, consumption is small, but the market demand is stable; after seed industry has experienced its peak development, a buyer's market will remain for a long time; maize seed industry is internationalizing because many large foreign companies are entering the competitive Chinese market; corn seed market is full of competition, but the market disorders; state-owned seed companies have also accelerated the pace of reform.. Through the analysis of the internal and external environment, identify the enterprise's competitive strengths and weaknesses, threats and challenges of pioneer corn seed companies in China. The competitive advantage of major performance advantage reflects in scientific research, business models and customer relationship. Enterprise weaknesses mainly are:some seed is also not suitable for China's soil and environment, performance is not better than certain varieties of domestic seed; It's marketing model in China are not accepted by the consumer; the pioneer of Chinese corn seed company are trying to use the new agricultural technology services, but not enough. Enterprises facing with an opportunity to demonstrate:China seed industry is becoming more open so foreign fund invested into the Chinese market is easier; the needs of China's grain output provided a broad space for Pioneer corn seed companies in China; farmers conceptual have changed, and they begin to try to use high-tech products; laws and regulations provide an environment for fair competition. The corporate encountering challenges and threats are:Chinese seed industry's intensified market competition; barriers to foreign investment into the Chinese market is still great. Based on internal and external environment faced by the enterprise, this study shows that the overall strategic business growth strategy should be adopted; differentiation strategy should be adopted to compete with other corporates; in the regional strategy, the strategy should aim at the national market.For the implementation of corporate strategy and fostering the sustainable development capacity of enterprises to keep competitiveness of enterprises for a long time, pioneer corn seed company in China should improve at the following aspects: Firstly, technology innovation is the soul of development, only by the constant technological innovation, the corporate can introduce high-yield varieties and farmers can rely on the products. Technical innovation can make to the following three aspects (1) to increase R & D investment; (2) to strengthen internal and external relevant technical learning; (3) to strengthen protection of intellectual property and pay attention to staff retention, recruit and training. Secondly, the marketing model need innovation, in particular, to strengthen the customer relationship management. Innovative marketing model should focus on creating value for farmers and make them be aware of the benefits. At the same time, enterprises should establish the overall marketing concept. Push strategy and pull strategy should be combined in marketing strategy approach, in such a competitive situation, pull strategy is especially necessary. Finally, the corporate should establish and maintain the network of relationships. Through mutually beneficial reciprocity with suppliers, distributors, government and other stakeholders; the corporate can establish a good relationship; through the formation of a positive corporate culture, the enterprise can deal with staff relations, inspire staff enthusiasm; fulfilling social responsibilities can help win enterprise reputation in society.Pioneer corn seed companies in China will be able to cultivate the capacity for sustainable development and get an invincible position through the tireless efforts and the correct strategy.