| Alfred Thayer Mahan, once predicted that those who control the ocean will control the world. 21 st century will be a century of maritime economy, so paying more attention on the sea and oceans is also to bring more concerns about the future of humanity. To be honestly, China is a developing Marine potentate. Based on the statistics of the Ministry of land and resources of PRC, during the 11 th five-year plan period, the marine economy has been grown 13.5% higher than the national economic growth rate in the same period. This report sets out to make a research and assess the company, Zhang Zi Dao Group Co., Ltd. Currently, Zhang Zi Dao Group has developed into a large-scaled and comprehensive seafood enterprise that gives priority to marine aquaculture and has an integration of breeding, cultivation and enhancement, processing, trading of precious seafood, cold-chain logistics of frozen seafood, passenger transport and leisure fishing.This paper mainly used these methods including Development strategy, the SWOT theory, Strategic Posture Classification etc. to analyze and summarize the Mariculture Industry and Zhang Zi Dao Group. Firstly, it introduces the corporate strategic management theory as the theoretical basis of this paper, and then describes current status quo of Chinese aquaculture industry and Zhangzidao Fishery Group stage development strategy based on the management theory. Furthermore, with the combination of internal conditions and external environmental factors in the corporation, this article has made a comprehensive analysis of the development strategy of the enterprise. At last, this paper makes a final conclusion and gives highly targeted optimization advice for the development of this company.Through the theoretical analysis, this paper draws the following conclusions:(1) this company is applicable to adopt vertical integration strategy as current strategy, namely SWOT SO strategy. Regarding to the rich fishery resources and technological advantages, all related products should be in deep processing. At the same time, the implementation of 4P marketing theory will make the sale of part of the market; Zhang Zi Dao Group will eventually become integration operators of industry value chain.(2) On the basis of current issues existing in this corporation, this paper developed a series of strategies to optimize the specific measures, respectively from the product development, production, integration, research and development which will enhance the expansion of sales network and channel integration aspects of strategic optimization. Consequently, it will improve the vertical one enterprise development strategy.(3) The specific safeguard measures from each tiny link of more tightly around the execution and coordination, the overall strategy and functional strategy has been carried out and executed.Above all, in this essay, from the viewpoint of the development strategy of the enterprise, to explore the strategic positioning of Zhang Zi Dao Group, is the result of the interdisciplinary research of strategic management, enterprise management science, economics, the development of marine economics unifies, which is certain innovative; this article also constructs a set of the development strategy, positioning and design oriented enterprise marine economic industrial development strategy so that it can provide theoretical guidance for the marine economy industry. Key words:Fishery Industry,ZhangZi Dao Group Co., Ltd,Development strategy,Strategic... |
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