Research On The Differentiation Strategy Of KK Forage Grass Company

Grass husbandry is a high-tech,long-return,environmentally-friendly agricultural industry.The development of grass husbandry not only helps to ensure national food security,but also creates economic benefits that are superior to traditional food planting and social benefits to help fight poverty,which is a potential industry for sustainable development.At present,China's grass husbandry is in the initial stage of development,the industry standard system is not complete,there are few integrated innovation technologies that can be promoted,high quality of forage grass germplasm is scarce,the domestic quality grass is in short supply,and the forage supply and security system is not sound,large-scale development and integration of grass-pastoral are low,and the benefits of the industrial chain have not been fully realized.This paper takes KK Forage Company as the research object.First,it uses the PEST method and Michael Porter five forces model to analyze the external macro environment and the grass industry environment of KK,clearly identifies the main external opportunities and threats facing KK,and uses the EFE matrix to evaluate the external environment situation.Second,analyze the company's internal R & D,human resources,products,marketing,after-sales service,internal management and other key value chain links,clarify KK's main internal advantages and disadvantages,and use the IFE matrix to evaluate the internal environmental status.Third,comprehensively use the SWOT model and QSPM model for qualitative and quantitative analysis,and finally determine that KK Forage Company is suitable for differentiated competition strategies,and combine with internal and external environmental analysis to formulate the decomposition goals of KK to implement differentiated competition strategies.Fourth,based on the analysis of KK's internal and external environment and the goal of differentiated competitive strategy decomposition,put forward differentiated measures: differentiated high-level talents,differentiated products,differentiated marketing,differentiated information management,and differentiated after-sales service.Finally,through measures such as strengthening corporate culture,strengthening capital insurance protection,attaching importance to the protection of intangible assets,and improving the ability of forage storage and storage to ensure the smooth implementation of differentiated competition strategies.KK Forage Company is a microcosm of the current development of small and medium-sized enterprises in the grass industry.This article hopes to provide a reference for the development of small and medium-sized forage enterprises in China through the study of KK's differentiation strategy.