Study On The Competitive Strategy Of The Lanzhou Jiu Xiang Rose Biotechnology Co.LTD

With the continuous development of China's economy at both the macro and micro levels,the consumption scale of people's health,health care and other fields is quietly increasing under the background of consumption upgrading.Rose with its ornamental,edible,medicinal and other aspects of many USES,its economic value is more and more recognized by the market.China has rich rose resources and is a big country of rose planting.With geographical advantages and national support,China has formed several rose industry processing bases,with Gansu Kushui and Shandong Pingyin occupying most of the land.Yongdeng county,Lanzhou city,is known as the land of roses in China.In recent years,under the leadership and strong support of the local government,the rose planting area in Kushui area has been increasing year by year,the rose processing industry has been developing and expanding,and a large number of rose processing enterprises have emerged.Lanzhou JiuXiang Rose biotechnology co.,LTD.(hereinafter referred to as JiuXiang Rose)is a professional enterprise integrating the research and development,production and sales of rose products in the area of bitter water,known as "the leading brand of bitter water rose".In recent years,people's health consciousness is getting stronger and stronger,and the demand and requirement for health maintenance,beauty and health care products are also getting higher and higher.With the change of consumer demand,the competitive pressure of related enterprises will be more and more large.How to develop the development strategy of JiuXiang Rose has become a major problem that the company needs to solve.First of all,this paper has investigated the roses processing industry and introduced,and then combed the nine incense rose biological science and technology limited company's basic situation,through data analysis,in-depth interviews identified nine fragrant roses,present development situation and existing problems ofusing PEST analysis,porter five models of nine incense rose external environment for the macro,industry,market and competitors situation analyzed combing;The resources,bottlenecks,opportunities and challenges of JiuXiang Rose were summarized through SWOT analysis,and the competitive strategy suitable for JiuXiang Rose was selected based on the strategic objectives and positioning of JiuXiang Rose,and the guarantee measures for the implementation of the strategy were put forward from the aspects of technology,quality,manpower,cooperation and brand.The purpose of this study is to help JiuXiang Rose to clarify the enterprise strategy and planning,to establish the future development direction and focus of the enterprise,so that it can maintain its competitive advantage in the fierce rose processing market competition.At the same time,it is hoped that through enterprises as the entry point,to promote the improvement of industrial standards,and effectively change some backward and extensive development modes that have long been formed in Yongdeng county,to promote the transformation and development of the rose industry.