Cultivating Method Research Of Competitive Advantages Of Xi'an Huasheng Fruit Co.Ltd.

Xi'an Huasheng Fruit Co. Ltd is a big and modem enterprise on fresh fruits storage, transportation, packing and export in Shaanxi Province. Relaying on unique fruit resource and its big processing and packing capacity, Huasheng Fruit has become a dragon-head enterprise in Shaanxi Province and China. With China's entry of WTO and Developing Western policy, Huasheng Fruit has to modify it's operating and managing methods to establish continuous competitive advantages in order to overcome it's shortcomings and weaknesses.This article utilizes the basic theories of strategy management, such as. Key Success Factors Theory, Core Competence Theory, Competitive Advantage Theory, Value Chain Theory and Strategic Alliance Theory, to analyze and research the competitive advantages of Xi'an Huasheng Fruit Co. Ltd. systemically. First, utilizing PEST method, this paper researches the relevant macroscopic environment, and gets the opportunities of government's industry preferential policy and China's entry of WTO and threats of intense competition from foreign companies. Then the article analyzes fruit storage, packing and trade industry KSFs by investigation table method, finds out the KSFs of the industry include quality control ability, cost control ability, the relation with suppliers, human resources management, establishment of sale channels and nets and enterprise's culture construction. After that, using Five Competitive Strengths model, the article researches the industry environment of Huasheng Fruit and finds out the opportunities and threats of Huasheng Fruit, including rich resources of high quality apples, big quantity suppliers, big competitors with more experiences in fruit industry, etc.Then, using value chain analysis method, the paper analyzes the internal resources conditions and core competence of Huasheng Fruit and points out existing problems. According toKSFs of fruit industry, a matching analysis has been made to probe the opportunities, threats, advantages and weaknesses of Huasheng Fruit. At last, the article discusses the measures of cultivating competitive advantages of Huasheng Fruit profoundly. It includes cultivating perfect enterprises' culture of Huasheng Fruit, implementing strategy alliance with other partners, modifying organization structure of Huasheng Fruit, perfect marketing channels and nets of Huasheng Fruit, strengthening quality control management and cost control management hi order to meet the demand of customers. With all of those measures, the article tries to provide aids to developing Huasheng Fruit and other companies in same industry.