Research On Xi'an Photosynthesis Biology Company Overseas Market Development Strategy

With the improvement of people's material living standard and health awareness,health products,cosmetics,plant medicament,additives and other products made from plant extracts have been developed rapidly.Strong demand have increasingly for plant extracts in developed countries such as Europe,America,Japan and South Korea.In France,Germany,Spain and other countries,the active ingredients in plants are made into varieties of plant medicament widely used,and received good results.In Europe and the United States and other countries,plant product development technology of production and research has advanced,but they lack the plant raw materials.With a vast territory and abundant plant resources,China is now the world's largest exporter of plant extracts.Xi'an Photosynthetic Biology Company is located in Xi'an Shaanxi province.It is a comprehensive export-oriented private enterprise engaged in the production and sales of plant extracts.The business scope and scale of Xi'an Photosynthetic Biology Company is typical and representative in China's plant extract industry.Firstly,this paper analyzes the overseas market development environment faced by Xi'an Photosynthetic Biology Company,including external macro environment,industrial environment and enterprise internal environment.Through PEST,Five Forces model and SWOT model,the internal advantages and disadvantages,external opportunities and threats of Xi'an Photosynthetic Biology Company are obtained;through IFE and EFE matrix analysis,Xi'an Photosynthetic Biology Company has weak internal advantages in the market competition,so it needs to enhance its competitive advantages by promoting the advantages and avoiding the disadvantages,and adopts appropriate ways to use external opportunities and avoid threats.Secondly,in this paper,through SWOT analysis,Xi'an Photosynthetic Biology Company can choose the development strategy,and then it subdivides the market from the aspects of geography,demography and consumption behavior.And the key variables are determined by factor analysis.Finally,the European market is selected as the first choice for Xi'an Photosynthetic Biology Company's overseas market development strategy and the characteristics of European market and development strategy are analyzed.Thirdly,this paper puts forward the strategy of establishing a foothold in European markets such as France and Germany,and then expanding other European markets.In terms of products,the combination of traditional products and new products is adopted.In terms of the expansion path and measures,this paper formulates the development path of the "optimal cost performance",and develops expansion measures from the channel selection and promotion.Finally,this paper puts forward relevant measures from the aspects of organizational structure,management system,capital sources and human resources to ensure the implementation of Xi'an Photosynthetic Biology Company's overseas market development strategy,and forms a complete set of overseas market development strategic plan.