Research On The Competitive Strategy Of C Milk Powder Company

Since the reform and opening up,with the development of China's economy and the improvement of people's living standard,people's demand for milk powder consumption is increasing day by day,and the development of China's dairy industry has entered a period of rapid development.However,the 2008 outbreak of the"melamine incident" caused a fatal blow to the entire dairy industry,even the entire dairy industry into a public crisis of confidence.At present,domestic infant formula market reliance on imports is Chinese customs statistics that grow with each passing day,2015,China's infant formula milk powder imports reached 175 thousand and 972 tons,up 45%over the same period last year,soaring imports of milk powder for domestic milk powder enterprises put forward new challenges.According to dairy experts Song Liang pointed out that the dependence on imports of milk powder is enhanced,and the quality of the products for consumers first consider being"xenophilia" psychology;secondly,the rise of electricity supplier channels,especially the rise of cross-border purchase of imported milk powder,let no longer out of reach;third,milk sales channels and changes in product competition continues to drive down the price of milk,milk powder imports and domestic milk price disparity gradually eliminated,this has to a certain extent,boosting the incremental import of infant formula milk powder.In 2015,Chinese after the two child policy fully liberalized,the domestic infant formula milk powder market will once again play potential,but as China local milk companies to how to change the status quo,to break the imported milk powder occupy a large market Chinese pattern becomes more and more urgent.In this paper,C milk company as an example,the paper focuses on the analysis and Thinking on the development strategy of the company,help the company to develop a suitable market competition strategy,and through effective implementation,guide the company out of business to reverse the passive situation,to improve business performance and achieve business objectives.First of all,the paper describes the basic theory of strategic management,and provides theoretical basis for the subsequent strategic analysis.Secondly,analysis of the company's external environment,from the national environment to analyze and predict the future development trend of China's milk industry,and Potter's "Five Forces Model" to analyze the company's industry environment,the company's market opportunities and threats from the market,make it more clear to see the truth the external environment.Again,the company's internal environment for analysis,mining the potential of its own resources,the right to look at its own advantages and disadvantages,to provide the basis for the company's business strategy selection.Finally,by using the competitive strategy theory to determine the C formula milk powder market competition strategy from the strategic vision and principle,market positioning and target market,strengthen the supply chain management,pay attention to market maintenance,pay attention to software and cultural construction,to update the hardware facilities and equipment and other aspects of the competition strategy implementation and safeguard measures.