Research On Development Strategy Of Bright Icecream

Shanghai Yimin Food Factory Co., Ltd is a veteran of state-owned enterprises mainly engaged in a cold production and sales, belonging to the Shanghai Yimin Food Factory(Group) Co., ltd.. The main production of bright brand cold drink, the company has a "bright" brand trademark, has nearly fifty years of development history, is a famous brand of China food industry, its product sales accounted for about 1/3 of the Shanghai market sales of cold drinks.In recent years the market tide and the impact of foreign brands, the development of enterprises was very difficult. From the beginning of the ninety’s, Yimin a factory to seek development, has worked with Watsons Hongkong and bright dairy cooperative, but the development of a bright cold always not ideal. In 2004, after the establishment of the bright Yimin group, cold drink to increase investment, to quickly become bigger and stronger, to take a strategic expansion of the country, but because of various reasons, has produced an annual loss of 50000000 yuan in the bigger at the same time. From 2007 onwards, business strategy adjustment, the implementation of cost management based on strategy management mode, through 5 years of efforts, enterprises to achieve profitability, in 2013 sales revenue 200000000 yuan. The bright cold drink sales revenue and profit growth rate is slowing down, the enterprise through the strengthening of control benefits has basically reached its peak, the enterprise development bottlenecks encountered.In addition, a bright cold drink product structure also seriously affect the profitability of enterprises. The bright cold drink sales and profits by 90% in the low-end product contribution, the low-end products "popsicle three brothers" is the largest series of products bright cold drink sales, but the product profit is almost zero, even micro Kui, on behalf of the light end products in the brick is the main contribution to the profit, accounting for nearly 50%, excessive reliance on a product, the product structure that is vulnerable to market other brands, weak anti risk ability. The low success rate of cold light of new product development, can not form a new sales and profit growth point. Bright faces serious cold drink product structure unreasonable situation. In addition the seasonal production of cold drink clear to the enterprise development with a challenge.The establishment of the subject is the need for a factory operating Yimin based on integration of resources in capacity study on the product strategy of enterprises, help enterprises lack, see its development problems, through the analysis of the system, put forward the concrete feasible development strategy, causes the enterprise to sustainable and healthy development. In this study, a Yimin food factory "bright" cold drink product as the research object, through the relevant data collection and cold drink cold drink industry market, the domestic and foreign research results, detailed investigations focus on Shanghai market of cold drink product demand and market competition situation, analysis of a plant product strategy Yimin village at the problems and causes Yimin factory and internal resources and external environment, through the analysis and Research on present situation and SWOT light cold, making strategic choices of differentiation. Finally, discusses how to build and strategy, product development to strengthen the core competitiveness of Yimin plant products operation strategy and marketing strategyShanghai Yimin Food Factory Co., Ltd is a veteran of state-owned enterprises mainly engaged in a cold production and sales. Belonging to the Shanghai Yimin Food Factory(Group) Co., ltd.. The main production of bright brand cold drink, the company has a "bright" brand trademark, has nearly fifty years of development history, is a famous brand of China food industry, its product sales accounted for about 1/3 of the Shanghai market sales of ice cream.In recent years the market tide and the impact of foreign brands, the development of enterprises was very difficult. Before 2009, Yimin factory experienced the tide of the market economy and the impact of foreign brands, in the rush to expand the layout of national strategic guidelines, produced an average annual loss of 50000000 yuan. From 2007 onwards, the company implemented a cost management based strategic management mode, shrinking sales radius, strengthening internal management, cost control of the cost of compression market. Through 5 years of efforts, enterprises to achieve profitability, in 2013 sales revenue of 200000000 yuan. Cost centric strategy mode, through the release of maximum plant capacity to achieve the goal of reducing the cost, sale to production, no funds for investment in the market channel construction, natural based sales, for the future development of the Yimin factory lack of long-term strategic planning, so after 5 years of internal potential fall this synergism, bright cold drink sales revenue and profit growth rate obviously slowed down, the enterprise through the strengthening of control benefits has basically reached its peak, the enterprise development bottlenecks encountered.In addition, a bright cold drink product structure also seriously affect the profitability of enterprises. The bright cold drink sales and profits by 90% in the low-end product contribution, the low-end products "popsicle three brothers" is the largest series of products bright cold drink sales, but the product profit is almost zero, even micro Kui, on behalf of the light end products in the brick is the main contribution to the profit, accounting for nearly 50%, excessive dependence on a product, the product structure that is vulnerable to market other brands, weak anti risk ability. The low success rate of new product development, can not form a new sales and profit growth point. Bright faces serious cold drink product structure unreasonable situation. In addition the seasonal production of cold drink clear to the enterprise development with a challenge.The establishment of the subject is the need for a factory operating Yimin based on case study, ability of enterprise product strategy lacks, using superior group capital and human resources, help the enterprise to see its development problems, through investigation, the use of relevant strategy management theory analysis for cold drinks industry market, combined with the Yimin factory their own conditions, and to put forward specific feasible development strategy, causes the enterprise to the healthy and sustainable development. This paper studies the actual work of Yimin a plant has a strong guiding significance and practical value.In this study, a Yimin food factory "light" cold drink products as the research object, through the relevant data collection and cold drink cold drink industry market, as well as the domestic and foreign related research results, detailed investigations focus on Shanghai market of cold drink product demand and market competition situation, analysis of a plant product strategy Yimin village at the problems, reasons Yimin factory and internal resources and external environment, through the analysis and Research on present situation and SWOT light cold, making strategic choices of differentiation. Finally, discusses how to build and strategy, product development to strengthen the core competitiveness of Yimin plant products operation strategy and marketing strategy.This thesis analyzed the basic circumstance of laminate flooring first: Including the flooring ’s classification, the three stages laminate flooring development of china and marketing problem of laminate flooring.