W Company Development Strategy Research

Health food industry continued to grow rapidly.With the growth of disposable income of Chinese residents,the overall social consumption patterns gradually upgraded to the pursuit of quality of life,the national demand for the health industry is being greatly stimulated release.At the same time,as China's population aging,family miniaturization and rising medical costs,more public and more attention to a healthy diet,health food and health aspects of the growing awareness in the public mind,expanding the Chinese health food products in the market space.W company as a focus on grain health food research and development,production and sale of the company,in the process of development is also facing many challenges: the health food industry competition,because of the industry into the threshold is low,;e-commerce consumption is impacting the traditional retail;over reliance on the supermarket,in the supermarket bargaining power and lack of cooperation,weakened the profitability of enterprises that is difficult to establish a strong brand;W company is to broaden the financing channels,facing the management environment and the uncertainty of the market environment factors.In this paper,through the analysis of the external macro environment,the health food industry and the internal resources of the company,founded that,on the one hand the development of grain health food industry is the strong support of the government,the market potential is enormous,while consumer spending and consumption concept gradually upgrade,more the pursuit of high quality of food and health food.On the other hand,with the development of new technology and the combination of healthy food industry,W company has good prospects for development.At the same time,through the brand competitiveness,the resources of the company,W company value analysis,we found that W brand competitiveness in competition with the industry,the advantage is not obvious,need to continue to strengthen the brand,change new marketing path.Then put forward the differentiation strategy,including the implementation plan to build the industrial chain ecosystem,product differentiation,brand differentiation,service differentiation,and the implementation of the strategy to provide personnel support,management support and funds supporting the three supporting measures for the transformation and upgrading of W company and provide reference for further development.