The Promotion Of The Competitiveness Of Dairy Enterprise Based On The Value Chain Theory

2008 "melamine" incident broke out, Sanlu infant milk powder incident surfaced, followed by AQSIQ nationwide infant milk powder melamine sampling, Hebei Sanlu, Inner Mongolia Yili, Mengniu Group and other 22 manufacturers of 69 batches detected melamine. Melamine milk powder incident caused China’s dairy industry Earthquake, domestic and international public outcry led to strong consumer concerns about food safety issues, China’s dairy corporate image plummeted, consumer confidence in the quality and safety of dairy products made in China suffered a serious setback on China market demand for dairy products had a significant negative impact.Dairy products related to food safety and consumer health, is related to people’s livelihood important industries, how to restore the image of China’s dairy business in the minds of consumers, and improve the competitiveness of the dairy business has become an urgent problem.To solve the above problems, and to learn more about current situation and the competitiveness of enterprises dairy industry development, this paper, literature research and case study method with the characteristics of the dairy industry, and to determine the index system of enterprise competitiveness based on the value chain theory at the same time to determine the weight of each index, and the non-dimensional processing, dairy evaluate the competitiveness of enterprises by AHP. In addition, the paper selects Bright as samples, detailed and in-depth development of the status quo Bright were consolidated, with its five-year financial report, published reports, and other available information on its competitiveness score, and with Sanyuan dairy, Yili comparative evaluation of the two companies, dairy companies determine the impact of competitiveness of key sectors and proposes specific strategies to optimize all aspects of the dairy value chain to enhance the competitiveness of China’s dairy companies.After the study, this paper argues protect dairy product quality is the key to restoring the image of the dairy industry, and "the whole industry chain" strategy just to meet from its source to enhance product quality control for our dairy enterprises, China’s dairy enterprise market expansion has important significance foundation. In addition, China’s dairy companies should not blindly pursue low-cost, paper argues that technological innovation is to create a fundamental basis of our dairy and core competitiveness of enterprises, to enhance the competitiveness of the dairy business has a vital role. Based on the value chain for dairy enterprise competitiveness evaluation to help companies identify their own strengths and weaknesses,and then develop targeted strategies for the development of China’s dairy enterprises to improve the level of competitiveness of great significance.