Research On The Differentiation Competitive Strategy About Fruit Export Of Dalian TB Company

As the world economy into the stage after the financial crisis, the United States, Europe and other major trade area economic malaise in China, also for the China's anti-dumping war intensified, make fruit export industry increasingly recession, many small and medium-sized fruit export company also gradually collapse. For out of the woods, many fruits export enterprises to realize the importance of differentiation competitive strategy, through continuously absorb advanced theory of the essence, make up for the inadequacy of their own, and thus enhance the competitiveness of the enterprise market.Dalian TB Company was founded in 1997, but in recent years due to the policy environment, economic environment, social and cultural environment, technology environment and customer demand changes, due to poor business conditions are. So the complex environment faced by the company, and formulate the corresponding export competition strategy and strategic planning has become one of the company needs to urgently solve the problem of the development of. And how to develop competitive strategy target, competition strategy and specific measures are important problem facing the fruit export enterprises, at the same time, these are the research focus of this paper.Based on this, this paper takes Dalian TB company as the research object, according to the relevant export market competition theory, using the PEST, porter five model and SWOT analysis to macroeconomic situation, the industry's overall situation and the company's strengths, weaknesses, opportunities and threats faced by detailed research, seek the key elements of the competition in the industry and combined with the company's own management characteristics, determine the differentiation competitive strategy for the company development, including market positioning, brand, market, and marketing and so on five specific differentiation competitive strategy, and formulate the corresponding safeguard, including optimization of organizational structure, building enterprise culture system, strengthen management system innovation, increasing the origin receiving ability, strengthen communication with the main fruit importer and promote Dalian local "farmers+enterprise" apple production capacity.Research conclusion of this paper will not only promote Dalian TB Company out of its predicament and rapid development, but also enrich the related theoretical research, and to domestic in the same period of fruit export play a certain guidance and reference role in the development of the company.