Research On The Development Strategy Of MKH Eco - Agriculture Group

With the increasing living standards, people pay more attention to food security and health regimen while pursuing the wealth. The vigorous support of national policies brings a broad prospect to ecological agriculture, attracting numerous domestic well-known enterprises to enter the ecological agriculture industry, which will forcing an increasingly fierce market competition. Therefore, it is an important research subject with theoretical and practical significance that ecological agriculture enterprises how to cope with the complex internal and external environment and achieve leap-forward development, facing the opportunities and challenges.The paper systematically studies the development strategy of MKH ecological agriculture group based on the theory of corporate development strategy, using the methods of literature research, case analysis, inductive deduction and so on. First, we review the theory of corporate strategy and ecological agriculture enterprise strategy, and establishing the framework of the paper. Second, we use SWOT method to analyze strategic environment and core strengths of MKH group, basing on the analysis, we make the general strategy and three business strategies which include livestock farming, planting business and aquaculture. Finally, we propose the functional strategies of resource security, production operation and strategic support which relative to the overall strategy and the business strategies.Through the research, we draw the following conclusions: Making the overall strategy based on the brand of the enterprise, the business strategies for collaborative development and the functional strategy for ensuring the strategies can be effectively implemented will help MKH keep the leading role in the industry. The research findings in the paper not only guide the operation of MKH, but also have some reference value for other eco-agricultural enterprises.