Research On The Competitive Strategy Of Zhou Hei Ya International Holdings Company Limited

At present,with the rapid development of China's economy and the continuous improvement of people's living standards,people are investing more and more time and money in leisure and entertainment,and snack foods are also convenient,fast,delicious,relieve pressure,and promote communication Features are more and more popular.In the snack food industry,the leisure halogen products industry is the fastest growing sub-industry with a broad market prospect.As one of the representative enterprises in the leisure halogen products industry,Zhou Hei Ya International Holdings Company Limited has a successful development experience,but has also encountered problems such as a decline in performance and a slowdown in the number of stores in the past two years.This article is based on the theory of competitive strategy,combined with the current situation and existing problems of Zhou Hei Ya International Holdings Company Limited,using models and analysis tools such as PEST analysis,Porter's five-force model,and SWOT analysis to comprehensively analyze its internal and external environment and formulate a company Your own actual competition strategy and guarantee measures to implement the strategy.In addition to the introduction,this article focuses on Zhou Hei Ya International Holdings Company Limited,and analyzes and studies from three aspects:The first aspect is the development status and problem analysis of Zhou Hei Ya International Holdings Company Limited.It mainly introduces the general situation and development status of Zhou Hei Ya International Holdings Company Limited;points out its four existing problems,including the decline of operating indicators,the slowdown in the number of stores,the weak development of regional markets,and the ineffective development of new products;The three reasons for the problem are that the brand's direct business model is a "double-edged sword",and the improvement of packaging and logistics technology can not completely make up for the disadvantage of fewer production bases and fail to do it in time in the face of a rapidly changing market.Out changes.The second aspect is the analysis of the strategic environment of Zhou Hei Ya International Holdings Company Limited.It mainly uses the PEST analysis method and Porter's five-force model to analyze the external environment of enterprises such as the macro environment and the industry's competitive environment,and analyzes the internal of the company from the aspects of corporate culture,production capacity,research and development capabilities,marketing capabilities,and human resource capabilities The environment is analyzed,and the SWOT analysis method is used to analyze the advantages and disadvantages that the enterprise has internally,and the opportunities and threats that it faces externally.The third aspect is the formulation and implementation of the competition strategy of Zhou Hei Ya International Holdings Company Limited.It mainly formulated the strategic goal of Zhou Hei Ya International Holdings Company Limited,Ltd.,clarified that the most suitable competitive strategy for the company is the differentiation strategy,and put forward specific implementation measures and guarantee measures.Finally,four conclusions were drawn: First,the strategic goal of Zhou Hei Ya International Holdings Company Limited should be to establish the industry's first position within 10 years.The second is that the most suitable SWOT strategic combination of Zhou Hei Ya International Holdings Company Limited is the WO strategy,and it is overcoming After its own disadvantages,it gradually changed to an SO strategy.Third,Zhou Hei Ya International Holdings Company Limited should choose a differentiated strategy as its competitive strategy.Fourth,in the process of implementing the differentiation strategy,Zhou Hei Ya International Holdings Company Limited,on the basis of striving to overcome the impact of COVID-19,manifests its differentiated competitive advantages in four aspects: brand,product,channel and service The four aspects of corporate culture,organization and system,capital and technology,and human resources are well guaranteed to ensure that the strategic goals are achieved as planned.