| Chinese Feed industry has been suffering baptism these years. There are three main reasons. Firstly, Chinese feed industry is under the influence of international market because of the entrance of WTO. For example, the raise in the price of several main raw materials such as bean, corn, and Lysine have been more than 50% since Oct. 2003, which makes many enterprises suffered big loss. Secondly, disease of animals and birds burst out and caused meat throughput descended. At the same time, the consumption of meat is in the downturn no mater internal and external, which caused the demand of feed also descended. Thirdly, Chinese feed trade has reached a flat after fast growth in past ten years. There are almost no differences in technology and products between different brands. The average profit has been decreasing. So the investment risk and industry upgrade forces have been increasing. Under such a hard circumstance, how to be a successor in this field is a most important problem for many Chinese Feed traders.The research of this paper based on Beijing Hanya Feed Nutrition Technology Corporation. Under the analysis of the company's internal surrounding and its business strategy, a marketing strategy for Shandong Province is mainly discussed. On the whole, opportunities are more than threatens. There are great prospects in the future. The Feed trade companies can do well if they really pay attention to know the customers' requirements. This paper's purpose is to contribute to internal and oversea Feed traders who are in suffer of struggling in this field.
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