| As an agricultural country in our country, the vast majority of condiments are agricultural products as raw materials for processing and modulating. As the promotion quantity, type, quality of agricultural products, consumers have a increasingly diverse demand of taste, quality, nutrition, connotation.Over the years, our country’s agricultural product processing industries are generally facing the bottleneck problems of backward technology and equipment, Low content of science and technology, processing industry is not on the scale, development lag, low additional value etc. Under the environment of the state’s encouragement of the development of agriculture, strive to de-velop the remain freshness, further processing, fashioning of agricultural products, agricultural products average processing got improved in China. But, a rich agricultural products city as Guangxi, ag-ricultural products’ average processing are still in the lower level, low product’s technological content, low added value. Agricultural pr-oducts processing enterprises to make big profits in the whole proc-essing industry chain, must to create a product differentiation, to seek out a way of improving products’ added value to make sustainable development.The spicy food company of Tiandeng, Guangxi, continuous explorate and innovate in the15years of development. The company has been developing rapidly, the company’s annual sales annual profit amount in2013is14times,4times in2007, respectively. The profit margins from5.12%in2007up to13.57%in2012. Profit mar-gin in2012is1.6times of condiment industry. The company through the accumulation of value-added products, gradually improve enterprise competitiveness, become the high profitability of condiment industry enterprises. There are three stages to carry out the strategy of upgrading product added value, in product research and processing, product packaging, marketing, to improve product added value in the agricultural product processing industry in China, as the typical representative of high value-added products in the industry, is worthy of reference for the agricultural products processing enterprises in our country and to learn.Follow the theory of the method of case study, this paper is base on the qualitative analysis and quantitative analysis as the auxiliary method, reviewed the LaDu of Tiandeng have promoted the development of value-added products. It’s to upgrade value-added as the breakthrough point, to develop a systematic and in-depth research. The purpose is to analyze the enterprise through the analysis of product research and development, technological process, product packaging combination upgrades, effective marketing content and effect way to improve enterprise competitiveness, in different background and market competition environment. And with enterprise’s start-u-p period, growth period, mature period of the development of the three stages to surround the content of the value-added upgrade, to implement product value-added upgrade process, and finally to summarize this enterprise product value-added upgrade strategy, and to put forward an effective suggestions for the enterprises to further improve products’ added value, to provide mirror for agricultural products processing enterprises of product added value strategy, to provide empirical reference for the development of small and medium-sized enterprises.Based on less research of chili products for the main business of enterprises to upgrade value-added products, the research will be the pioneer of condiment enterprise value-added upgrade strategy research, it has a certain depth, height and width. At the same time, sublimate the theme of sideline products added value to upgrade strategy feasibility study, and to provide the reference of ways, methods and strategies for the added value of agricultural products at home and abroad to upgrade. It has a good reference. |
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