| To fulfill the requirement of the rapid economic development and the commitment of joining WTO, China, which has just entered WTO, is stepping up her market mechanism. The rapid developing and transforming economic creates countless commercial opportunities, and the characteristics of these commercial opportunities vary a lot. The large change of competing environment and mode lessens the chance of starting from scratch, at the beginning of planning economy transforming period, those entrepreneurs who have finished their primitive accumulation depending on individual courage and braveness, finding that they are incapable of governing commercial opportunities by their experience before. Why? The reason is lack of strategic management cogitate. The enterprise in the mature marketing mechanism must exert strategic management to guide its performance The concept of strategic management was inducted in the 1980s, it makes large progress in theory and practice, but there is still an obvious gap comparing with foreign countries in theory research and practical exertion. In China, it is easy for people to connect strategic management and discussing principles or ideological guidelines together, they think strategic management is just a fashionable concept! It's really a harmful misunderstanding, and it comes from dilettante cognition of strategic management. In fact, the strategic management is so important. For example: in 1980s, lack of recognition and guide of strategic management, the prospective Japanese enterprises got into trouble when 1990s came. On the contrary, the strategic management leads to the success of American enterprises. The competition between countries originates from the competition of enterprises, furthermore, the most fundamental reason is the good strategy. For the Chinese enterprises in this period, strategy isespecially important.During the past one year, I contacted several small/middle size units. They have different conditions: some are flourishing, some are losing direction, and some are hung up. They all have a lethal weakness: with no strategy, in another word, lack of formal strategy, they run their units by intuition and experience. SiChuanGuangYuanShuBei olive oil developing limited liability company is such a typical unit, by discussing its strategy, the paper is divided as follows: firstly, using theory into practice to help the run of enterprise; secondly, pushing the exertion and research of strategy in China to fortify the competition of Chinese enterprises.The clue of this paper: first the oil olive item and its enforcement ,then the introduction of oil olive products and its marketing, and at last the analysis of item strategy management. This paper are devided into five parts: Part One lays emphasis on the brief introduction of the importance of strategic management; Part Two introduces the main situation of GuanYuan olive oil item, and its performing units: GuanYuan BailongHu Tourism Limited Company and ShuBei Olive Oil Development Limited Company;Part Three to Five are the center of this paper, I present the strategy discussion of the main olive oil item runner------- ShuBei Olive Oil Development Limited Company, firstly I discuss olive oil and its market, the present situation and trend of olive oil production at home and overseas; Secondly I analyse the unit's situation from inside and outside, the value chain in details; thirdly I simply discuss the oblivion and mission; fourthly I approach the strategy choice, strategy implementation, strategy lead, and strategy evaluation of ShuBei company's Backward Integration Strategy.GuanYuan olive oil item is a typical agricultural one: long manufacturing period, large investment and many uncertain factors. Strategy management is especially important, and this paper is something representative. By the way, the company is a individual-owned one,investing and running by intuition is common within those individual-owned units, here we select GuanYuan olive oil item strategy management as a research targe... |
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