Heilongjiang Feihe Dairy Development Strategy

China dairy industry has entered a high-speed development since the mid 20th Century, it has greatly enhanced the high-speed development of the Chinese dairy enterprises technical level. The number of Chinese breeding cows expanding constantly, dairy production process continuously improve, dairy production increases unceasingly, the residents of dairy consumption level enhances unceasingly. Dairy industry has already become the fastest developing and largest increase industry in the food industry.Along with the rapid development of dairy industry, dairy competition among enterprises also gradually entered the white-hot state. Such as Erie, mengniu, Bright milk dairy enterprises have surpassed the regional restriction, become the national famous dairy brand; foreign famous dairy enterprises, such as Nestle, Abbott laboratories, Bei for beauty, also in succession to enter the Chinese market. Chinese dairy industry began to appear "buy one, get one free", even directly on the price war tide, many famous enterprises increased investment in advertising to attract consumers'attention. So that the industry's profits and industry concentration was reduced. In this context, how to establish good business enterprise brand, make the enterprise rapid development, implement enterprise development strategy, have become a very urgent and very important question in ADY.This paper used the method of SWOT analysis. Firstly this paper started with the industry environment analysis, summarized the internal ability of ADY. Then this paper summarized the advantages and disadvantages, opportunities and challenges of ADY. By carried on the thorough and systematic research of market, industry, enterprise, this paper argued that ADY Should fully understand the market growth and the peoples demand. ADY Should take the market as the carrier, focus on company resources, improve product quality, centralized operation milk powder advantage and implement differentiation strategy, in order to expand enterprise market share, significantly improve market competitiveness.