Study Of Development Strategy In JiNan YingTe Refrigeration Co.Ltd.

With the China enter the WTO, the china hypermarket has a very speedy development., and it give the food-showcases industry a good chance to development. JiNan YingTe Refrigeration Co., Ltd. (JNYTRCL) is one of the traditional manufacturer to product the food-showcases, after 8 years' endeavor, JNYTRCL has possessed the competitive advantages in a certain extent. But with the competition, JNYTRCL will be confronted with a huge challenge for survival and further development. So It's meaning for making full use of advantages and enhancing core competences to research the development strategy in JNYTRCL.This thesis discussed the development strategy of JNYTRCL by using several management theories and combining work experience. The research discussed competitive environment of food-showcase, analyzed it by using such methods of PEST analysis ,SWOT analysis, then induced the weakness, strengths, weakness and opportunities of JNYTRCL. Aiming at the food-showcase's characters, the research put forward two competitive strategy—cost keep ahead strategy and marketing innovation. Aiming at the competitive...