The Research On The Development Of Shanghai Golden Monkey Group-based On The Following Strategy

With the changing market environment and greater challenges in candy industry, Shanghai Golden Monkey Group (Golden Monkey) is facing more competitive challeges. If the Golden Monkey continues to implement the simple product following strategy, it is difficult to get the same harvest as before. Therefore, the paper researched the following strategy of the Golden Monkey, in order to provide reference for the Sustainable growth of Golden Monkey and the same types of businesses.From the following strategy theory, the paper studied growth process the Golden Monkey group; based on the experience and results of interviews, the paper pointed out the problems in the development process, and put forward coresponding improving suggestions. Firstly, the paper analysed the following strategy in business activities, discussed the characteristics of the following strategy, the conditions, advantages and risks in the implementation the following strategy. Secondly, the paper stated the present condition and trends of the domestic candy industry, the growth process of the Golden Monkey, and analysed the competitiveness of Golden Monkey in candy industry. Thirdly, the paper analysed following strategy in Golden Monkey and its significance for Golden Monkey in details. Finally, according to the current growth stage and problems of Golden Monkey, the paper proposed the growing path for Golden Monkey in the future:improve the research and development capabilities, and vigorously cultivate human resources, updating the marketing concept, and improve the organizational mechanisms, etc, in order to comprehensively enhance the competitiveness of Golden Monkey, and establish competitive advantage in the new stage.