Research On The Competition Strategy Of Small And Medium Sized Feed Enterprise

At present,the feed enterprises,especially small and medium-sized enterprises,are full of challenges and opportunities in the future.On one hand,in recent years the black swan events occur frequently such as the Sino-US trade war,the COVID-19 epidemic,the Russia-Ukraine war and so on.As the setback of global economic development,the feed enterprises especially the small and medium-sized enterprises,are facing challenges such as intensified competition,unstable supply chain,poor capital flow and product homogenization,and their profit margins are shrinking.On the other hand,in the past 20 years,China’s economy has been growing rapidly.Residents’ per capita income has increased,and the demand for aquatic products has increased sharply with huge potential.This further drives the development of upstream aquatic feed industry.At the same time,the state frequently issued policy that supports small and medium-sized enterprise development.Those various factors are all good for the future development of small and medium-sized enterprises.In this context,how to adopt the matching competitive strategy to overcome the challenges and seize the development opportunities has become the subject that many small and medium-sized enterprises are facing.This paper takes company A as an example to study the competitive strategy of small and medium-sized enterprises in the feed industry under the current complex environment.This paper combines comparative analysis with case analysis,interview method,benchmarking method and theoretical and empirical analysis.The author first searched and sorted out a large number of strategic management theories as the research basis,and then analyzed the political,economic,social,cultural and scientific and technological factors faced by company A in the development process.By PEST analysis and five forces model,build a basis for the selection and implementation of subsequent strategies.With the help of SWOT analysis,internal and external competition environment and competition situation is analyzed,and get the conclusion that company A should take focused differentiation competitive strategy to focus on high-end aquatic feed market segment.Company A should use brand,research and development,and professional advantages to form product differentiation,and obtain a competitive advantage.At last based on the analysis of company A’s environment and competitive position,specific strategy implementation rules are formulated in three aspects:product differentiation,fine management and marketing diversification.In order to ensure the smooth implementation of the competitive strategy,four measures are put forward:optimize the incentive mechanism,strengthen the personnel training,strengthen research and development innovation,and emphasize corporate culture construction.