Research On The Competitive Strategy Of HM Company

China’s Internet economy is leading a new round of innovative development of the world economy.At present,the Internet economy has produced very obvious bilateral effects.As consumers change their spending habits,some traditional industries are accelerating the transformation of the Internet.The fresh food industry used to be considered as a difficult or even impermeable industry with the Internet model,but in just a few years many fresh food brands have emerged.As the new force of the fresh electric brand,HM has no obvious advantage in the industry at present.On the one hand,it is due to the impact of its competitors,on the other hand,it is due to the existing problems in its own competitive strategic positioning,execution,it is urgent to improve its competitive strategy for HM.Based on this background,this paper tries to analyze the competitive strategy of HM.Through the research on the competitive strategy of HM Company,this paper makes clear the internal and external environment that the company is facing,the deficiency of the current competitive strategy,and puts forward some suggestions for the improvement of the competitive strategy,it is of practical significance to improve the competitive strategy and further improve the strategic management of HM.Based on Baud’s competitive strategy theory,this paper studies the competitive strategy of HM by means of PEST analysis,five forces analysis,SWOT analysis and other analysis tools.Firstly,the paper introduces the research background and significance,research ideas and contents,discusses the current research situation at home and abroad,defines the core concepts involved in the paper,and discusses the relevant theories of competitive strategy,this paper analyzes the competitive strategic environment of the company,uses the PEST analysis method to analyze the macro environment of HM company,uses the porter five forces analysis method to analyze the competitive environment of the industry,and analyzes the internal environment from the aspects of marketing,supply chain,finance,manpower,etc.,this paper analyzes the internal advantages and disadvantages,external opportunities and challenges of the company by using SWOT analysis method,and analyzes the current situation and existing problems of the current competitive strategy of HM company,as well as the reasons leading to the problems,this paper puts forward the improvement scheme of the competition strategy of HM company,and puts forward the implementation guarantee on how to carry out effectively.