The Research Of Product Development Strategy In TRS Agriculture And Animal Husbandry Group CO.,Ltd.

Frozen food industry is one of the leading industries to promote the development of economy,under the supporting of national policy and market demand,the frozen food industry has achieved rapid development.The changes of Market demand puts forward new requirements to the enterprise development strategy.Market demand diversity requires enterprise’s product development,fractionizing market,targeted marketing for constantly improving the business income,thus to gain long-term development in the fierce industry competition,and promote the progress of the whole industry.Based on the product category theory,market segmentation theory,competitive strategy theory and portfolio theory,the paper analyzes TRS Agriculture and Animal Husbandry Group co.,LTD.product development strategy.The paper researches current product structure of TRS Agriculture and Animal Husbandry Group co.,LTD.and external environment of product development strategy.The external environment includes the economic development,market demand and competition in the industry.On this basis,the product development strategy SWOT matrix analysis framework is builded to determine product development strategy’ s general objective and target function points.The paper determines product development strategy function orientation,and strategy implementation such as product structure improvement,production technology,equipment and raw materials supply,analysis of the strategy of development risk,put forward the risk control mechanism.Through the analysis of TRS Agriculture and Animal Husbandry Group co.,LTD.Product development strategy,not only we can provide scientific and reasonable solution for enterprise strategic change and the path,but also can promote the strategic transformation theory research,the paper has a good practical and theoretical value.