Study On Development Strategy Of Jilin Provincial Dong′ao Deer Industry Group

Accompanied by the steady development of our country’s economy and the improvement of people’s income, people’s demand for the quality of life and health has been changing, which directly led to the consumption of deer products. As the characteristic industry of Jilin Province, deer industry not only has brought a huge profit for the people who feed deer, but also made a great contribution to economic development of Jilin province. However, in recent years, the development of the deer industry in Jilin has met with a problem, of which is not only influenced by Chinese traditional understandings and concepts, but also restricted by varieties and technologies. Besides, foreign deer products are quietly brought into the Chinese market with their low-cost advantages. Therefore, these factors hinder both the development of deer industry in Jilin Province and Jilin economic growth under the New Normal circumstance as well. It is a big event for the Jilin deer industry to poke how to solve the urgent problem, and set out on a sustainable and characteristic road.Under the background of our country’s deer industry development, this thesis researches on the development strategy of Jilin deer industry and illustrates the development strategy of Dong′ao Deer Industry Group Co., Ltd by combining the research methods of SWOT, survey, interview, induction, comparison, literature research etc..The main research and conclusions of this thesis can be summarized as follows:1. The thesis firstly introduces its background and significance, describes the current research situation of the deer industry and development strategy, and then introduces the main contents, researching methods, technical route and the innovation of the research.2. It introduces the related theories of enterprise development strategies, including the related concepts, Potter’s competition theory, Hall’s development strategy theory, the market segmentation strategy theory, and puts forwards the analysis methods of enterprise strategy environment.3. It makes a brief and general introduction of Dong′ao Deer Industry Group Co., Ltd., including its establishing background, basic information, and profiles of the subsidiary corporations; it makes an analysis of marketing, organizational culture, human resources, problems and deficiencies in the operation of Dong′ao Deer Industry Group Co., Ltd. Besides, it makes an analysis and evaluation of the previous development strategy, which provides the research of the new strategy with new basis.4. By using the analysis method— SWOT, it analyzes the advantages and disadvantages of Dong′ao Deer Industry Group Co., Ltd. and the facing the opportunities and challenges, which provides a reliable basis for Dong′ao Deer Industry Group Co., Ltd. to remake new strategy plans.5. It introduces the development strategic positioning and objectives. According to the results of the previous analysis, this thesis corrects the deviations of the previous development strategies, based on its own advantages and disadvantages, and analyzing the existing opportunities and challenges that exist outside, it formulates suitable development strategy and development goals for Dong′ao Deer Industry Group Co., Ltd.6. This thesis puts forward some suggestions for the development strategies for Dong′ao Deer Group Co., Ltd.