Study On Development Strategy During The Transition Period Of The Sheyang Salt Farm

Since China adopted reform and opening-up policy in1979. the system of market economy has been established in China. The comprehensive national strength has increased and small and medium-sized state-owned enterprises so as to enhance the competitive consciousness, hardship consciousness is improved, the vast majority of state-owned enterprises no longer get administrative support, but to face the competition of the market, the market decide to the survival of the fittest.She Yang Salt Farm was once on the verge of closure because of its overstaffing, aging equipment and poor resources. However, through positive transformation of concept and exploration, She Yang Salt Farm took effective time to conduct strategy adjustment and strategy transition by giving up the salt production with decades of history and focusing on fishery. Now it has become the biggest modern efficient aquiculture area and survives itself.With the help of such theoretical knowledge as management, strategic management, marketing and managerial economics, the author proposes several strategic suggestions for She Yang Salt Farm which, while analyzing the internal and external environment for the major business of She Yang Salt Farm, the author finds out that its operation model and the exhausted development of land resources force She Yang Salt Farm to face its bottleneck problem. In addition, the author also finds that its advantage in markets competition is gradually disappearing.after SWOT analysis, the author gets the conclusion that She Yang Salt Farm must adjust the operation model of its major business and use "the company-base-farmers" mode of operation, the development strategy of the integration strategy, freshwater aquaculture industry chain upgrade, the low cost and difference of corresponding competition strategy, around the "pollution-free, green, ecological, health" of this new concept, the implementation of marketing, brand strategy, proposes suggestions for strategy development. Combing theoretical knowledge, the author then studies about the strategy decision and specific measures She Yang Salt Farm should take one by one.Through the case analysis of She Yang Salt Farm, the thesis expounds the making of decision for its strategic development, solve the weakened land resources, competition advantage, enterprise development problem has practical significance, has the reference significance to formulate future development strategy of She Yang Salt Farm, and with reference to the meaning of the development strategy of other small and medium-sized state-owned enterprises.