Research Report On Core Competence Cultivation Of Yunnan Floral Transport & Marketing Co.,Ltd

Since the publication of corporate core competence on Harvard business review by Hamel and Prahalad in 1990, core competence has become one of the hot issues in the field of corporate strategy management in the world. Because of the speedy variety of operation correlation factor, Enterprise can not working-out a strategy only base on external circumstance passively, but founding on internal resource and changing it positively. This theory emphasizes enterprise should base on internal advantage resources to working-out strategy and gain competition advantage, and through the cultivation of core competence make company strong, then change the external circumstance positively.Through tens years developing, Yunnan flower industry has obtained some achievements. Such as fresh cut flower's outputs take on half of the total quantity of Chinese flower market. Nevertheless, rapid development causes Yunnan flower industry structure maladjustment. Paying more attention to products planting, but less to currency channel. The currency channel is high cost and low efficiency, which offsets the advantages of favorable climate and low planting cost. Besides Yunnan flower enterprise is passive to disadvantages, all of these restrict the rapid development of Yunnan flower industry continually. The primary research object of this disquisition, Yunnan Floral Transport & Marketing co., Ltd, is a new company, which purpose is to improve currency channel. Due to the situation of whole industry and WTO leads competition become global. If the company wanted to develop and get competition advantage quickly, it must take new view, advanced theory, and promoting circumstance positively.This dissertation attempts to explore how to build up the core competence of Yunnan Floral Transport & Marketing co., Led, based on the research of core competence theory. By the analysis of company's value chain, founding on internal advantage resources and industry situation, what kind of value activities the company should select, which must bring company to an advantage position. After that, the thesis will discuss how to establish corporate, brand and product culture, and value alliance with other corporate and organization. The company must base on the internal advantage resources to build up the difference core competence, and get long-term competition advantage.The disquisition will discuss how to keep the rapid development of Yunnan flower industry continually, ground on the research of how to build up the core competence of Yunnan Floral Transport & Marketing co., Led. Beginning with the analysis of flower currency chain, the writer will find the problems, which restrict Yunnan flower industry developing continually, and give some suggestions to solve these problems.There are four sections in this disquisition. The first section introduces the theory source, the meaning and the traits of core competence. Based on that, writer drawing the conclusion which core competences Yunnan floral corporation should to cultivate and how to do it. The second section research how to cultivate the core competences of Yunnan Floral Transport & Marketing co., Ltd based on the first section, in which writer introduces the general situation about flower industry of global, domestics, and describes the detail situation of Yunnan province's, point out the advantages and disadvantages of Yunnan flower industry. After introducing the setting background of Yunnan Floral Transport & Marketing co., Ltd, analyzing the advantage resources of the company, the writer discusses how to cultivate core competences of this corporation. The third section research how to make Yunnan flower industry keep rapid developing in the future, which is the reflection coming from the second section. The last section is a short summarize of this dissertation, which descript the conclusion and deficiencies of this disquisition.