Study On Development Strategy Of Lanlian Dairy

With the development of social economy in China, citizens’living standard has improved a lot, dairy products were demanded, China’s dairy has entered a rapid developing period, from1998to2008, the demands increasing double figure per year. Although we have the experience of melamine and other malignant food safety incidents, the dairy market has gradually began to recover since2011after the heavy regulation of government. According to the developed countries in the world per capita consumption of dairy products, the development of China’s dairy market space is still huge. Both of the dairy enterprises have broad prospects for development. As a small dairy enterprise in Xigu District of Lanzhou City, Lanlian Dairy wants to seize the current favorable development opportunity to be stronger, formulates the development strategy is very important.This paper mainly through the internal and external environment of Lanlian dairy analysis, put forward the future development strategy of the enterprise. The analysis of the external environment mainly uses PEST and the Potter five forces model analysis method, the analysis of enterprise internal environment is the main use of SWOT analysis method. Finally through the analysis of the internal and external environment of the enterprise, determine the future development goals, development strategies and suggested measures.