Research On Development Strategy Of Chain Operation Of Muyuan Pasteurized Milk Bar

In recent years,pasteurized milk bar which pasteurize milk on sit by special miniaturized apparatus has emerged in Chengdu and some parts of eastern areas.As a new type of dairy business,proprietors of pasteurized milk bars process and sell fresh milk products in the bar which come from cooperated or own farms nearby to ensure the consumers can enjoy the fresh milk without any added flavor.Pasteurized milk bar not only expand the dairy fresh milk consumption,but also upgrade the structure of the consumer market.As a creative business model of milk industry,pasteurized milk bar is still in the early stage of development,so there are indeed lots of problems to be solved,especially in the operation of many companies' chain business development.How to adapt to the fast change of the environment and the increasingly fierce competitions in the market,is the primary issue which the proprietor of pasteurized milk Bars must considerate.The thesis adopts theoretical analysis,field investigation and document analysis and uses theories of business management and classic marketing methods to analyzes pasteurized milk bar.According to the problems arising in the procession of establishing such specific development strategies of the chain companies,the aim is to find a way to break though the bottleneck of current situation and then improve the company's scale or efficiency to achieve the company's financial goals.More concretely,first and foremost,the paper analyzes the external environment for the development of Muyuan pasteurized milk bar in the market.Use related theories and methods of enterprise management to discuss Muyuan pasteurized milk bar chain operation macroscopic environment and competitive environment.Secondly,it briefly introduces the development situations of Muyuan company,sorts of products,management structures,as well as financial achievements and major problems of the chain operation of the companies.Thirdly,this paper carefully analyzes the advantages and disadvantages,opportunities and threats of Muyuan company and deduced four potential strategies of developing chain operation.Then it also uses STP method to analyze the targeting customers and determine marketing position of the products.On this basis,this paper sets up a specific goal of Muyuan milk bar chain business and eventually chooses the advantage development strategy as main strategy.Afterwards,to ensure that development policy can be effectively implemented and achieve good results,the paper formulates specific marketing strategies,product developing strategies and sales management strategies.Finally,this paper points that Muyuan company also needs to strengthen human resource management,improve the information management mechanism,nurture enterprise culture and other useful measures so that the main problems faced by companies can be solved.In the long run,these measures also can enhance the companies' resource,establish a bigger size and famous brand to improve the Muyuan company's chain operations.