Research On The Development Strategy Of Jilin Fuguan Food Company

As China’s cultural heritage,traditional pastries have a far-reaching influence in China and serve an important function in preserving the cultural heritage of China,while meeting the growing demand for traditional foods because of their unique taste and nutritional value.Jilin Fuguan Food Company is a long-established,high-quality pastry and bakery-based enterprise,which is trusted by local consumers after years of operation,but there are some problems in its long-term development.In the current changing market environment,the company is also facing many development difficulties and threats.The purpose of this paper is to develop a development strategy that meets the specific needs of Jilin Fuguan Food Company and generates long-term benefits.This paper understands the current situation of the development of the traditional confectionery industry,clarifies the research background,significance and research methods through the review and combing of relevant literature.Combining the theoretical knowledge of strategic management and interview methods,the thesis obtains solid internal information and conducts an in-depth study of the product range,marketing capability,production capacity and financial status of Jilin Fuguan Food Company.It was found that Jilin Fuguan Food Company has relatively small brand awareness and market share outside the province,lack of innovation and novelty of products,and personnel structure to be improved.On the one hand,we analyzed the external environment of the company,i.e.,we used PEST model and Porter’s five forces model to analyze the macro environment and industrial environment of the company,and found that the company has opportunities such as the support of the state for the "Chinese long-established" brand,consumers pay more and more attention to the cultural value of the food,but also the fierce competition of the brand,the increase of the production The internal environment of the company was analyzed to clarify its strengths and weaknesses.The company’s internal environment is analyzed to clarify its strengths and weaknesses,and the SWOT method is combined to summarize the strengths and weaknesses of Jilin Fuguan Food Company and the opportunities and threats it faces,and then four alternative development strategies are proposed,and after comparing them one by one,it is determined that the diversification type(ST)development strategy is more suitable for the business needs of Jilin Fuguan Food Company,Finally,based on the actual business situation and corporate vision of Jilin Fuguan Food Company,the development strategic goals for the short,medium and long term were formulated for it,and the company’s choice of diversified development strategy was proposed.It also proposes specific strategic implementation suggestions such as multi-dimensional branding strategy,all-round marketing efforts,improving production mode by using new technology,and formulates corresponding strategic guarantee measures from three aspects of building with perfect organizational structure,strengthening human resource management,and cultural construction guarantee,which finally provides a rationalized plan for the strategic upgrading of Jilin Fuguan Food Company.