| Apple is the mainstream product of worldwide fruit supply,and it consists of an important proportion of the fruit production and exportation in China.The total present apple production outcome is estimated at 320 million tons,whereas Chin,as the leading exporter,a consists of 46% of the total share approximately.Xi Xia of Yan Tai is one of the most important the apple producing area in China.It leads the whole industry,nation wide,in bread selection,advanced cultivation technique adoption,quality and safety control,complete supply chain covering,and promotion of information system.To further utilize the regional and industrial advantage,continue improving its core competence within the industry,accommodate to the new trading & logistics channels generating by Internet Plus technology,and provide the domestic consumers with more transparent and multiple sales and delivery patterns,Yan Tai Qing Tian Fruit Corporation,as the leading local enterprise,plans to expand its existing facility with the assistance of certain way of financing.It aims at building and developing a complete apple business supply chain,comprised of cultivation,purchasing,processing,storage,logistics and information platform.This will enhance its compatibility in the whole industry and boast its bottom line profit.In this dissertation,which puts its focus on marketing and finance,an in-depth feasibility analysis will be carried out and developed.A guiding conclusion will be drawn in the aspects of market positioning and marketing strategy,location selection,operation strategy,financial strategy and economic return.It should be stressed here,that,although this paper is completed based on a specific case in reality,the analysis system and methodoloty,is perfectly pertinant to all the enterprises,expecially those asset-based production facilities.It is particulairly ture in a time when millions Chinese small-mid sized enterprises are either experiencing certain type of transformation or upgrading their business models. |
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