Research On Differentiation Strategy Of CCI Husbandry Equipment Co.,Ltd

With the people's living standards improvement, the consumption proportion of meat, eggs and milk is increasing in our daily life. In the past two decades, rapid development of livestock breeding industry results in the construction of quite a few large-scale, standardized, intensive farms. Accordingly, our animal husbandry equipment enterprises occur and expand rapidly. From the equipment introduction in the early 1980s to the simple export of a single device in the 1990's, then this century, livestock equipment is of more and more high-technology, and a number of enterprises become strong and large with independent R & D capability of animal building planning and design. CCI Animal Husbandry Equipment Co., Ltd. since its establishment in 1996 to 2007, using its excellent marketing model, relying on relatively inexpensive water, electricity, land costs and labor, and the country's export tax rebate incentives, the company's sales volume has been rising, and achieved considerable economic benefits. At the same time it has a certain reputation in the industry. However, due to lower barriers to entry in the industry, increased competition, coupled with the development of global e-commerce since 1999, foreign buyers are possibly purchase at the lowest price all around the world. To customize based on drawings or samples results in the lowest profits. What's more, because of the exploitation of global economic crisis in 2008, foreign trade situation deteriorated, the company sales fell sharply in 2009, the sales income of 2009 account only 40% that of 2006. From March 2010, the international iron ore prices rose sharply, iron and steel is the main raw material of livestock equipment, so the price of equipment is rising significantly, and CCI company makes meager and meager profit. In response, this paper analyzes the development of animal husbandry industry trends and the status of livestock equipment industry, combining the company's strengths and weaknesses, the use of the competitiveness of the relevant theory and marketing theory, pointed out that the CCI's development direction. This article is divided into six chapters:Chapter topics mainly to explain the background, purpose and meaning; and the ideas, contents and methods of the research.Chapter Two cites relevant literature to illustrate core competitiveness of enterprises, and the concept of differentiation strategy, characteristics and determinants.Chapter Three By combing the livestock industry status and development trends in the future, and the characteristics of animal husbandry equipment industry at this stage, pointing out the key factors of implementing differentiation strategy.Chapter Four SWOT analyzes:by analyzing the company's internal conditions, especially the technology resource, human resource, production capacity, marketing and service, we come to the conclusion that CCI company has certain technology and marketing advantages. Then we point out how to integrate the advantage and overcome disadvantages to face the challenge and seize the opportunity.Chapter Five From the three levels of product we study how to carry out the differentiation strategy.Chapter Six CCI company should take measures to carry out the differentiation strategy, including training and integration of human resources, strengthen core competence by organization study, etc.In the relatively stable environment CCI company has developed successfully and profitably for 13 years. From the second half of 2008, due to the changing economic situation at home and abroad, and increasingly fierce competition in the industry, the company faced unprecedented challenges. Companies should take timely differentiation strategy, cultivating their own core competencies, make full use of and play to their strengths, strengthen R & D, marketing and human resources training, to enable enterprises to continuously strengthen and expand.