Research On Operation Strategy Of Sun Sense Cold Fresh Chain

Recent years, the cold fresh meat consumption presents fast growth in our country. Through promoting of cold fresh meat, the idea of the cold fresh meat is healthier than the fresh meat has gain popular support. And as people’s consumption ability is improving and the more and more focus on food safety and quality, the cold fresh meat consumption has rapid growth in china. The Twelfth Five-Year Plan for the National food industry proposed “Optimizes the structure of meat food, raise the proportion of cold fresh meat”, make the cold fresh meat as the development direction and focus of future industry consumption upgrade. So the cold fresh meat industry will have high-speed expansion, and meat products upgrade will present gradual development.In this paper, at first through the enterprise external environment, development prospect and characteristics of domestic industry and the analysis of the industrial competition environment, Found Sun Sense cold fresh chain is facing the opportunities of good external environment and consumer demand increasing. And then, through the analysis of the enterprise resource ability, clarified the competitive advantages the enterprise have. Through the SWOT analysis, clarified the strengths, weaknesses, opportunities and threats the enterprise facing, and through the target analysis of market, competitive strategy and value creation activities, finally proposed the Sun Sense cold fresh chain management strategy, which is according to the product concept of ’ healthy new life, natural product’, providing consumers trusted products and satisfied value-added services, making the first high-end brand of cold fresh meat of China. At last, In order to ensure the Sun Sense cold fresh chain to achieve the goals of its chain operation strategy, expounded the strategy implementation from the market, product, brand and logistics strategy respectively; Puts forward to establish unified management idea, provides the standardized goods and services, emphasis on standardized management and implement a consistent extension strategy as a safeguard measures of management strategy implementation.The formulation and implementation of strategy is a process of constantly adjustment and improvement, and also an important link in enterprise development. Though the study on operation strategy of Sun Sense cold fresh chain, this research can provide a reference for the development of cold fresh meat industry in China, meet the escalating consumer shopping habits and growth of consumer demand, and has certain guiding significance to the management of other companies within this industry. Ultimately it can promote the long-term development of cold fresh meat industry in China.