The Research On Development Strategy Of Bei Da Huang Rice Industry Group Co., LTD

Rice processing industry was the people's livelihood foundation, Is the pillar industry of national key, At the same time, was also a traditional processing industry with low Threshold .There were more than 4000 rice processing enterprises in Heilongjiang province . In order to integrate resources, realize the industrialization production of rice. Bei Da Huang Rice Industry group was established in 2001 by HeilongJiang Nong Ken reclamation. After more than ten years of development, The company had become the rice processing enterprises with the largest processing capacity in domestic. But in recent years, with the 'paddy rice strong and husked rice weak' market and the impact of low price of the imported rice , the apparent lack of competitiveness of domestic rice, the state that sales price below the production cost was formed . And with the entering of the private large grain enterprises, struggling in the development of Bei Da Huang Rice Industry , the enterprise strategic restructuring to be imperative.In this paper,the author looked rice processors Bei Da Huang Rice Industry as the research object, Based on the survey and analysis of operation of the rice company in recent years , Combined with analysis of the internal and external environment of enterprises under the market environment, Summarized the opportunities and challenges which the Bei Da Huang Rice Industry is facing, Teased out the advantages and disadvantages of the Bei Da Huang Rice Industry. And then combined with the SWOT matrix analysis tool,used a combination of qualitative and quantitative methods, on the basis of the strategy analysis,cleared the strategic thought and strategic objectives of the company, adjusted the development strategy of Bei Da Huang Rice Industry group , And according to the actual situation of enterprises , put forward safeguard measures for Strategic adjust smoothly.