Development Strategy Research Of XN Company

In recent years,China's economic growth has been steady,residents' disposable income has continued to increase,awareness of health management has been increasing,and residents' consumption and investment in dairy products has increased.Throughout the development of the domestic dairy products after "poisonous milk powder" incident in 2008,product sales fell off a cliff,in 2011 through the government intervention to restore normal level of development,at present,the development of the dairy industry has entered a phase of high production,diversified development.As a result,all over the country,there are large and small brands,and the market competition for dairy companies is more intense than before the "melamine milk powder scandal" downturn.However,because the technical information of dairy products is more open,the product homogenization is serious,the diversification is limited,the dairy enterprises are facing more serious challenges in advance.Selecting the right strategic development direction and formulating the optimized strategic development plan is the prerequisite for the long-term development of enterprises.How to deal with the complex external environment,how to make better use of internal resources,giving full play to the advantages of the enterprise,make the enterprise get better development,is the domestic dairy companies facing a major issue.This paper analyzed the related literature at home and abroad in the research of enterprise strategy,according to the circumstances of the strategic development of the enterprise and experience at home and abroad,based on the strategic management theory at home and abroad,using strategic environment analysis and comprehensive analysis technology to XN deeply analyzed the current situation of the development of the company.First,using PEST analysis and porter five model analysis to XN Company's external environment are analyzed,and through the questionnaire survey,using the external key factor evaluation matrix(EFE)matrix to determine the impact XN key opportunities and threats factors for the development of the company.Secondly,from four aspects: management,research and development,production,marketing operation of XN company's internal environment is analyzed,through questionnaire survey,using the key internal factors evaluation matrix(IFE)matrix to determine the impact XN key advantage and disadvantage factors for the development of the company.Finally,through the SWOT analysis method and quantitative strategic planning matrix(QSPM matrix)for XN company chose the scientific strategy of development direction,set by the industry to promote steady development of tertiary industries focus on short-term development strategy and product differentiation of booster to the long-term development of the company branding strategy,and from the human resources,business management,corporate culture,customer management formulated the strategic implementation safeguard measures,to ensure that the result of the strategy implementation can better achieve their goals.Through the research of this paper,XN Company can promote better development,enhance competitiveness,enhance its anti-risk ability,and provide reference for similar small and medium-sized enterprises in China.