Research On The Development Strategy Of Xilin Gol Manor Meat Industry Co., Ltd

With the rapid development of economy,China's agriculture has entered a critical period of turning development.Consumption demand has been escalating.The imbalance between supply and demand of agricultural products has been aggravated in an all-round way.Insufficient supply of high-quality agricultural products and threats to quality and safety have become the two most prominent contradictions.Increasing income of agricultural products is becoming more and more difficult,and the problem of declining market competitiveness is becoming obvious.With the large-scale standardization,industrialization and organization of mutton sheep breeding,China has gradually become the first country in the world in terms of sheep feeding,market output and mutton production,and the number of mutton sheep and mutton production has continued to grow steadily.Mutton consumption has gradually changed from the previous group consumption to the national consumption,from seasonal consumption to annual consumption.After nearly 30 years of development,some famous brands such as Little Sheep,Mongolian Sheep and Sheep Husbandry have emerged.The market competition is fierce,but the growing demand for mutton consumption attracts more and more mutton brands to enter the market.In this case,as a new domestic mutton brand,the organic mutton of Xilingol Grand Manor in Inner Mongolia,facing the increasing market competition,formulates suitable enterprises.The development strategy,stabilizing the position of enterprises in the market and increasing the influence of enterprises have become an important issue for Xilingol Grand Manor Co.,Ltd.This paper makes an in-depth analysis of the internal and external environment of Xilingol Grand Manor Co.,Ltd.It mainly uses PEST model to analyze the macro-environment of the industry,uses five-force analysis method to analyze the industrial environment of the enterprise,and uses SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of organic mutton in Xilingol Grand Manor Co.,Ltd.It points out that Xilingol Grand Manor Co.,Ltd.There are many problems and threats.Based on the analysis conclusion,it is determined that Xilingol Grand Manor Co.,Ltd.should choose the vertical integration development strategy.In the upstream aquaculture industry,we should firmly grasp the guarantee of "Xilingolmutton" as a high-quality source of sheep.In the middle-stream processing industry,by increasing intensive processing and comprehensive utilization of by-products,we should create differentiated "high,fine and cutting-edge" products.In the downstream,we should make use of group advantages and focus on characteristic brand experience stores to further enhance brand influence,and increase promotion efforts to create a comprehensive range of products.Brand marketing network assists the construction of soft environment such as food safety industry chain traceability system,industry standardization management system and so on.Enterprises should aim at the high-end market,aiming at creating "Four Seasons Mutton","High-end Mutton","Fashion Mutton","Rest assured mutton" and "Star Mutton",to further enhance the brand value,so as to achieve its ultimate development strategic objectives.At the same time,it is of great significance to make Xilingol Grand Manor Co.,Ltd.develop into the leading enterprise of local mutton sheep breeding and deep processing,and to actively promote the development of Mutton Industry Cluster in Xilingol.