Research On TXTY's Vertical Integration Strategy

China is currently the world's largest producer and exporter of rabbit meat,and domestic rabbit production has increased more than 10-fold since the 1880 s.In 2013,China produced about 600 million rabbit products annually,accounting for 30 % of the world's 2 million tons.However,in China,the average consumption of rabbit meat per person is only 0.5 kg,which is far from the consumption of rabbit meat in the world.The difference is only 20-25 % of its sales.With the rising standard of living of the Chinese people in the new era,the demand for healthy food has become higher and higher,and rabbit meat has just met the current expectations of domestic consumers for meat food.Rabbit meat products are low-fat and high-protein products that meet the consumption needs of modern people.The domestic market contains inestimable rabbit meat products consumption capacity,at present,the domestic meat food consumption market is increasing at a rate of 30 % per year,bringing a rare and good opportunity for the development of rabbit farming enterprises.TXTY was established in 1997 with a registered capital of 20 million yuan.At present,the company covers an area of 80 acres.It is a key leading enterprise in rabbit meat breeding,a key leading enterprise in Yangling Agricultural Industrialization,and a scientific and technological enterprise in Yangling Demonstration Area."Company + base + cooperative +professional farmer" model development rabbit industry,It has effectively solved the problem of employment of surplus rural labor in surrounding areas and helped the masses increase their income.At the same time,it has also promoted the steady development of the meat and rabbit industry chain to scale,modernization,and factory production,so as to achieve the sharing of benefits between companies and farmers.This paper comprehensively combs the internal and external environment of TXTY's development vertical integration strategy,analyzes the advantages,disadvantages,opportunities and challenges of TXTY by using SWOT analysis method.The analysis results show that TXTY has strong market advantages.The external development environment is very favorable for enterprises to implement vertical integration strategies.Based on this,a more systematic strategic plan for vertical integration of TXTY companies has been designed,and the business and products further developed along the industrial chain have been designed around the main business of rabbit farming currently engaged in by enterprises.After the plan,it put forward a series of implementation safeguards to ensure that the strategic plan is fully implemented.After implementing the vertical integration strategy,it can effectively improve TXTY's brand management strategy and enhance its core competitiveness.