Zhejiang-NF Refrigerated Food CO., LTD Expansion Of Strategic Studies

The development of the enterprise cannot do without strategy, and an excellent strategy, will enable enterprises in the increasingly fierce market competition, to find the enterprise’s own resources, capabilities and core competitiveness, and rely on their own advantages, enhance corporate image and product sales, so that enterprises can continue to grow and develop. And how to establish a suitable and sustainable developing strategy for the enterprise, become to be a must solving problem of an enterprise.Based on the domestic ice cream Market Research, strategic planning for Zhejiang-NF was studied in this thesis. The first was analyzed by using the theory of strategic management to the Zhejiang-NF industry competition environment, and the use of internal and external environment analysis of the Zhejiang-NF advantages, disadvantages, opportunities and threats to the qualitative analysis, combined with the actual situation of enterprises, put forward Zhejiang-NF alternative uses integration strategy, stable strategy, diversification strategy and contracting strategy four kinds of strategic positioning. Then use the comparison of the I-E factors evaluation matrix and SWOT fixed-point analysis diagram and the competition strategy, to get an further conclusion that in various parts around the core business planning in accordance with the horizontal integration strategy, and the strategic planning for product and service parts developing according to difference are the most appropriate development strategy mode of Zhejiang-NF at present.At the same time, the integration and differentiation strategy forms of Zhejiang-NF are described in this thesis. It defines the strategic objectives, establishes the specific measures of implementation of strategy. It strives to build and strengthen the core competitiveness of Zhejiang-NF, and thus promote the sustainable development of enterprises in the future.