Research On The Competitive Strategy Of CJ Company's Nucleotide Products

With the rapid development of national economy and the improvement of peoplc's livin g standards,the improvement of national purchasing power and the pursuit of food quality promote the rapid developme:nt of China's food additive industry.China's food additive industry has developed into an industry system with certain industry scale and development capacity,and has great potential for development.As an important scien tifi..c and technological enterprise in the domestic food additive industry,CJ company is facing the double pressure of domestic and international enterprises.In order to better develop the company's nucleotide products,it is necessary to comprehensively analyze the internal and external environment of CJ company's nucleotide products,as well as the advantages and disadvantages of the products,so as to better choose the competitive war suitable for the development of CJ company's nucleotide products Slightly.Based on the theory of competitive strategy,this paper uses PEST analysis model and Porter's five forces model to analyze the external environment of CJ company's nucleotide products from the macro environment and industrial environment respectively,and obtains th e external opportunities and threats faced by CJ company's nucleotide products;secondly,according to the value chain theory,it analyzes the internal environment of CJ company's nucleotide products,and obtains CJ company's nucleotide products The advantages and disadvantages of the internal resources of the products,and on the basis of identifying the competitors of CJ company;,the comparative advantages of each competitor in the value chain activities are evaluated,and the comprehensive strength of CJ company is in the upper middle level according to the ranking of the comprehensive ability.Then,based on the SWOT model and the principles of seizing opportun ities;avoiding threats,taking advantage of advantages and overcoming disadvantages,this paper concludes that CJ's five alternative competitive strategies for nucleotide products are differentiation strategy,cost leading strategy,h ybrid strategy I,hybrid strategy ?,and strategic alliance with suppliers.For each alternative competitive strategy,the competitive strategy suitable for the development of CJ company's nucleotide products is determined from both qualitative and quantitative perspectives,that is,the cost is minimized on the basis of maintaining differentiationFinally,on the basis of the above analysis,this paper puts forward measures suitable for the development of CJ company from three aspects:building product quality,opening up research and development channels,building research and development teams,improving technical capabilities,building corporate culture,and improving brand quality,so as to effectively promote the full implementation of CJ company's nucleotide product competition strategy.