Research On The Development Strategy Of Alar New Agricultural Dairy Company

Milk is one of the oldest natural drinks,because it is rich in protein,fat,vitamins,amino acids and minerals and other essential nutrients for human body,and is favored by consumers of all ages.However,due to the restriction of diet habit,consumption concept,income level and other factors,the demand for milk and dairy products by Chinese consumers has been restrained to some extent.In recent years,under the influence of national industrial regulation and policy guidance and the improvement of residents' consumption capacity,China's dairy industry has entered a stage of stable development,and dairy companies are springing up in people's lives.However,with the rapid development of dairy industry,it also faces many problems,such as uneven product quality,untimely regulation of production by market demand,unclear regulatory standards and product characteristics.At the same time,the demands of consumers on the quality,quality and price of dairy products are also increasing.The competitive pressure of dairy industry is increasing day by day,and the development prospect is worrying.As the first large-scale dairy enterprise in Xinjiang to obtain the certification of "China's organic products",Xinnong dairy has formed a mature marketing network throughout Xinjiang.At the same time,the company takes organic dairy products as the main force and actively advances into the markets outside Xinjiang,such as Zhejiang,Guangdong and Shandong.But affected by its own scale,product structure,marketing network and logistics,the company still has a low market share in the domestic dairy industry.Through development strategy research,the company can accurately grasp the internal and external environment of the company,recognize its own advantages and disadvantages,formulate scientific and reasonable development goals,fundamentally improve management level,enhance competitive advantage,and effectively promote the progress and development of the company.This paper starts with the analysis of the external environment of the new agricultural and dairy companies,and uses PEST analysis method to analyze the macro environment from four aspects of society,politics,economy and technology;summarizes the basic characteristics and basic characteristics of the dairy industry,and studies the advantages and disadvantages of the main competitors.By using matrix models such as SWOT,IFE,EFE and QSPM,this paper analyzes the key factors of enterprise development systematically,clear the company's growth-oriented Vertical Integration Strategy and security measures.New Agriculture dairy industry should pay attention to the increasing consumption demand of dairy products,focusing on the utilization of the growing consumer demand of the people for dairy products,research and development of core products with characteristics,adhering to the combination of extension development and connotation development,focusing on brand building,aiming at market development,enhancing the core competitiveness of enterprises,increasing market share,and promoting the new agricultural and dairy industry.