Research On Liaoning Dairy Enterprises’ Core Competitiveness

China food safety problems of the dairy product appearing frequently, cause for concernsfor the safety of dairy product,"SanLu" event will also give dairy enterprises a wake-up call,Because there is an obvious regional gap for developing. How to use Liaoning’s locationadvantage and choose the right way to develop and how to promote the enterprises’ corecompetitiveness are significant problems for Liaoning dairy enterprises. Based on the conceptof the core competitiveness of the enterprise, study Liaoning dairy product enterprises’developing roads.First, analyze the existing problems of the dairy enterprises’ developing in Liaoning。One way is from dairy industry to study present situation. Although Liaoning dairy productsindustry is disadvantage, and industrial structure is not balanced, but Liaoning dairy industrybelongs to sunny industry. The other way is from the problems and reasons of Liaoning dairyproducts enterprise.For example, more keeping free-roaming cows, and the productsimilarly, the unfair competition, regional brand gap. The general idea is lack of the corecompetitiveness.Then use factor analysis method to seek influence factors of Liaoning dairy enterprisescore competitiveness. The factor is based on the final consumers’ willingness to buy. After thefactor analysis and reliability analysis: the product itself, enterprise scale, marketing, saleschannels, enterprise culture in five aspects affect dairy core competitiveness of the enterprise.According to these, the author recommend from five ways to enhance the corecompetitiveness of dairy products.From the perspective of the product itself, first select the appropriate approach tostrengthen the construction of dairy cattle feeding base on getting stabilized milk supply.Second, for dairy products safety, process control is safer than inspection. Third, three is toenhance research and innovation capacity of enterprises innovation for the competitiveness ofthe industry is important, because dairy enterprises’ high similarity of products.From the perspective of enterprise scale, first, find a suitable way to be bigger andstronger, eg. cooperate with the technology or development companies through mergers,acquisitions, and other ways. Second, select the appropriate management, avoiding familymanagement continuing. Then building up the brand strategy, good brand is an intangibleasset, and the effect of the development should not be ignored.From a marketing perspective, choosing the right marketing and using media. Media as aconsumer’s "eyes" plays an important role. This is more emphasis on their corporate image atthe same time, to grasp all aspects of a consumer concern.From the sales channels, own sales team setting up its own sales network, taking care ofthe small channel and never forgetting to develop rural markets—this Blue Ocean.From the perspective of corporate culture, large enterprises have their own enterprise culture as an intangible asset in difficult to imitate First of all do training to establish alearning organization, gradually establishing a correct positive corporate culture.Above for dairy product enterprises, the real implementation process also requiresenterprises to be combined with their own situation, drawing on the core competitivenesstheory, and absorbing advanced experiences of the leading dairy enterprises to theestablishment of the Liaoning dairy enterprise’s core competitiveness.