Research On The Whole Industry Chain Strategy

Cereals, oils and foodstuffs industry is the basis of nation’s stability and people’s health. How to solve the problem of food security and how to maintain the competence of the company are two urgent problem that Hunan Grain Group is facing. To construct the whole industry chain, from Plant-Store-Process to Trade-Brand-Distribution to control and to plan from the upper reach of the industry chain,to pay adequate attention to the management of planting, supplier, management of the developing pioneer products, to build a seamless connection among raw materials, production, transportation, circulation to the final part, so that overall the processes can be controlled. As a result, we can make sure that every step from field to dinner table is safe and of excellent qualify. To achieve mode innovation while integrating and extending industry chain are efficient ways to promote core competitiveness and win initiatives during development.This paper mainly used case study method? by using the strategic environment analysis, SWOT analysis model and the related theory, it combines theoretical analysis with empirical analysis, research methods of qualitative analysis and quantitative analysis method give a in-depth analysis of the external environment and internal conditions of Hunan food group companies, deliver a comprehensive analysis of market opportunities and threats that company faces. After comprehensive research of the current status of Hunan Grain Group, this paper analyses a series of difficulties and challenges they are facing, which include: consumers’ trust crisis due to food security issues, effectiveness of M&A expansion, poor logistics system and pressure from multinational food enterprises. Then, this paper discusses the principles and methods for the whole industry chain construction of Hunan Grain Group, drawn on the experiences of big and successful food enterprises. Finally, some practical advices are put forward, including controlling the raw material base, improving the level of processing, constructing better logistics system, building food safety monitoring and early warning mechanism, and strengthening brand identity.