The Research Of Regional Dairy Enterprises Strategic Choice Problem Against International Background

After the outbreak of “ Sanlu Milk Powder Incident ” in 2008,China has issued a series of laws,regulations and standards,such as “ the regulations of dairy quality supervision and management “,“ the outline of dairy industry consolidation and revitalization ”,for strengthen the consolidation of dairy industry.Make sure the quality and safety of dairy companies can be in line with international standards in system,regulation and quality safety,China's dairy industry can be develop continuously and healthy.In recent years,consumer have put forward higher requirements of the safety and nutrition of diary products which has continuously pushed the dairy industry into transformation and upgrading with industrial quality improving.It is an huge opportunity that China's low per capita diary consumption and large population attracted foreign dairy companies inburst into domestic market.Foreign Dairy giants take various measures in China for occupying market advantages and obtaining more benefits.International dairy giants such as Nestle,Fonterra,Danone rely on its capital and technology advantages,dominated in China infant milk powder market first,then focus on China high quality raw milk and formed the milk source base by means of cooperation with domestic dairy industry to build competitive advantage with completed industrial chain pattern.In the face of the competitive pressures of foreign dairy giants continuously into China,Chinese domestic diary enterprises must keep improve the technology,quality and safety standards of diary products to obtain a long-term stable development.The paper presents the development status of first line domestic dairy industry and regional dairy companies first,as well as the consumption status and the trends of dairy products.Then state the development environment of Huahuaniu Dairy through SWOT and Five Forces analysis to study the suitable development strategy for Huahuaniu Dairy with the help of SWOT and QSPM matrix analysis,put forward suggestions into the strategic adjustment of regional enterprises under the international background.Finally,some related suggestions aim at how to use the strategy reasonable to deal with the situation of international competition are given.