Research On Competitive Strategy Of LAYS Seafood Intensive Processing Business

Competitive strategy of enterprises is an important strategy for its future development and to achieve the overall corporate strategic objectives.In order to seek and maintain a sustainable competitive advantage,the companies must have the overall and scientific strategy.Each business will face the tough external environment and volatile market environment,there is no breakup of the industry only closure of enterprises.For the sake of long-term survival and continued development,the companies must figure out their future competitive strategies according to their own advantages and characteristics.Competitive strategy can be divided into three important levels,one is the differentiation strategy,and one is the cost competitive strategy as well as centralized competitive strategy.LAYS marine product company is a seafood processing enterprises,with the growing competition in the market,expanding their own resources and capabilities;the enterprise itself gradually shows the contradictory of the rapid development and the lag management.Lacking of standardization management model and unreasonable personnel structure seriously restricts the development of the company.At the macro level,with the impact of the global financial crisis intensified in 2008,the import and export trade of China's seafood processing industry was not spared,deep processing capacity of the industry has long been the formation of weak response to the shortcomings of international trade and technical barriers to the ability of gradually revealed,which are largely restricted the development of seafood processing industry.The problems occurred in LAYS marine product company are commonly existed in so many marine product the industry,the current situation in the company is also a reflection of the development of enterprises.Facing a bottleneck restricting,how to seize the beneficial market opportunity and to gain competitive advantage in the increasingly fierce competition,the company needs to develop strategies to adapt strategies from the business development and clears future direction of development in order to achieve the overall goal of bigger and stronger companies.The paper learns PEST analysis model of strategic management,SWOT analysis,product differentiation and methods of game theory analysis to strategic management process guided by the literature research and expert interviews to in-depth analysis on the presence of competitive strategy management problems.The paper analyses LAYS marine product company's political,economic,social,cultural and natural,technological environment,the threat faced by the company of new entrants to the industry,the industry competition between existing competitors,suppliers bargaining capacity and bargaining power of buyers,such as competitive analysis carried out micro-environment.Based on the above,determining the strategic objectives of the company deep proceeding competitions and seafood from the company's existing categories of departure and the completion of the competitive strategy to build strategic choice.Finally,to improve the level of quality and technological innovation,improve marketing deep-processed products,the implementation of the company's strategic alliances and establish an efficient human resource management system to implement the measures proposed intensive seafood processing business company competitive strategy in four areas.The main innovation of this paper is to apply PEST-environmental analysis and five competitive forces model analysis LAYS seafood company objective environment,SWOT analysis and strategic matching model to develop and select corporate strategic planning,integration of theory and practice makes LAYS seafood company management system more scientific system.The main purpose of this paper is to play a guiding role for the LAYS marine product company's long-term development,making it more standardized,reasonable structure,accurate positioning,and gradually developed into a core competence and sustainable development capacity of the domestic first-class marine product processing companies,and to create the best benefit of the enterprise and play a role in promoting the development of the society.