The Research On The Development Strategy Of Shihezi City Golden Grain Food Products Processing Limited Liability Company

Shihezi City Golden Grain food products processing limited liability company (hereinafter referred to as the Golden Grain Company) is the key surpported enterprise and Corps industry in Shihezi City which run in wheat purchasing, wheat processing into various types of flour, noodles and wheatfeeding bran sub-powder. In this paper, the Golden Grain Company's development strategy is the object of study.The overall development of Xinjiang Uygurs Autonomous Region food industry is relatively slow. Xinjiang Region is not only the stage of economic development and improved living standards, but also an important period of the gradual deepening of the market economy and economic transition. Therefore, the Golden Grain Company is facing in all aspects of the opportunities and threats of external macro environment and Industry competitive environment. while the Golden Grain Company is to explore market potential and organizational structure amelioration and other changes. These are the premise and the fundamental guarantee for the Golden Grain Company in the market competition to win that investigating internal and external environment of the Golden Grain Company and choosing the right development strategy.In this paper, the flour industry in Xinjiang Uygurs Autonomous Region is the current background, refer to development in major flour of industrial region of Xinjiang Region flour's the main producing areas, in the data collection and market research, based on theoretical analysis and empirical research using a combination of methods, elaborate the internal and external environment closely related to the future development of the Golden Grain Company, identify the external threats and opportunities of the company applying strategic environmental elements assessment model and advantages and disadvantages of the company own, building SWOT structure matrix applying strategic management theories and research methods and then work out alternative strategies, determine the ideal strategic choice combined with the Golden Grain Company goals and direction. Finally, The company's future sell market is divided into mature and growth of two different market Under the future development strategy of Golden Grain Company. And strive in a short time to flour market share and profit maximization goals of enterprise development according to two sell markets'flour and noodles to the different characteristics of different strategic management.For a long time, China's wheat flour processing industry mainly focused on technology but the investigation of development strategy for flour enterprises in the market competitive environment is rare. At present, the wheat flour processing industry is in Xinjiang Region is in the period of market competition increasingly fierce and rapid environmental change, therefore, this study of the Golden Grain Company has practical significance in strategic planning and business development, while has a guide and reference businesses effect for the other flour enterprises in Xinjiang Region.