Research Of Supply Chain Integration Strategy Mode Of Mengniu Dairy Group

Dairy industry is an important sector of the national economy in our country,in recent years,with the rapid development of the dairy industry,residents in China also increase the consumption and demand of dairy products.Dairy industry has a long supply chain and many production processes,involving primary industry(agriculture),the second industry(food processing industry),and the tertiary industry(distribution,logistics etc.),it is very significant to promote the healthy development of dairy industry,which guarantees national health and drives related industries development.After "Melamine Incident of San Lu in 2008,the quality and safety problems of dairy products become more and more obvious,resulting in trust crisis of dairy and dairy products production enterprises among consumers,and it is also the critical reason that China's dairy trade occurs serious deficit in recent years.Therefore,enhancing the level of dairy products' quality and safety,regaining consumer confidence and providing reliable safety dairy products have become major problems solved urgently during China's economic and social development.Because of the characteristics of dairy products,to establish supply chain integration is the basis of ensuring safety of dairy products,through the joint cooperation of all member in supply chain to provide safe dairy products.Based on predecessors' research and actual business of Mengniu Dairy,this paper regards supply chain management theory,synergy theory and transaction cost theory as theoretical basis,studying of Mengniu dairy supply chain integration mode.At first,there is a comprehensive analysis of internal strengths and external environment of Mengniu dairy Group,using the five-force model reveals Mengniu dairy facing the competitive landscape and the status of the industry,then combining with internal advantages,external opportunities and challenges of Mengniu dairy,the paper summarizes the motivations that Mengniu dairy implements supply chain integration strategy;secondly,according to the supply chain management theory,the paper has a detail research on vertical and horizontal integration mode of Mengniu dairy,classifying the vertical integration into two modes,which are "backward integration mode based on milk base construction" and " forward integration mode based on distribution channels",summarizing the characteristics of each mode,the benefits and problems;finally,based on the supply chain process management,from milk source,the distribution,the establishing of strategic partnerships and the talent,the paper puts forward optimization scheme of the Mengniu dairy supply chain integration strategy.With the rapid development of market-oriented economy,the competition between industry has changed from individual enterprises to the competition between the supply chain,especially the dairy industry,at present,China's dairy industry is in the the period of transformation and upgrading,providing high quality safety of dairy products is the main task of the major dairy companies.Through the study of supply chain integration strategy of Mengniu dairy,this paper argues that the supply chain integration strategy is a way to improve the Chinese dairy products quality level and realize the sustainable development of dairy industry,the supply chain integration of Mengniu has gained benefits,but there are also some problems,the paper has come up with some suggestion,giving lessons for the development of China's dairy industry.