Research On The Development Strategy Of Hainan BW18° Fresh Fruit Co.,Ltd.

Strategic planning is a key element to the development of enterprise,which is directly influence to the future of the enterprise.Especially when the enterprise is facing transformation,it plays a vital role.In recent years,with the development of China's agricultural industry and the acceleration of urbanization,it has brought development opportunities as well as unprecedented great challenges to agricultural enterprises.Adjusting the development strategy and transforming and upgrading from traditional labor-intensive agricultural enterprises to a new-type,modern agricultural enterprises with scale effects,had become the inevitable way for sustainable development of enterprises.There is no doubt that choosing a right development strategy for company has gradually become a problem that everyone takes seriously.BW Co.,Ltd,is the leading company of Hainan agricultural enterprises.It was established in 2016.We are devoted to develop a large-scaled modern agriculture production and R & D enterprise,which professional in agricultural planting,products deep processing,sales,fresh preservation storage,warehouse logistics,agricultural biotechnology and agricultural leisure tourism.This article takes BW as the research object,comprehensively uses the PEST and SWOT analysis method,deeply studies and analyzes the external environment,industry competition environment and its internal resources,and summarizes the company's external opportunities and threats,internal advantages and disadvantages.The conclusion is that BW is on an favorable external environment,but also some challenges;there are some problems in internal resources,but it also contains huge potential for the development of company.Then,based on the results of SWOT analysis,the SWOT matrix is constructed to select the SO growth type development strategy for the enterprise,and then it is specified according to the strategic principles and goals.Finally,according to the actual situation of the enterprise,it puts forward strategic implementation priorities and measures,including expanding the planting area,strengthening the deep processing innovation ability,accelerating the development of leisure agriculture,strengthening brand building,and constantly innovating in marketing strategies Etc.,and provide guarantees for the implementation of development strategies from the three aspects of strengthening funds,optimizing human resource allocation guarantee,and strengthening cultural construction,so as to achieve sustainable development of the enterprise.The research in this paper not only provides the theoretical basis and implementation plan for BW's strategic choice,but also provides a certain reference for the sustainable andhealthy development of similar agricultural enterprise.