A Research On Competitive Strategy Of ARTAI Meat Product

In recent years, following the income of China's citizens rising and the dairyconsuming attitudes changing, the dairy consuming volume shows the rise trend. As the most important product in the dairy market, meat will have a great developing space in the future, and attract the attention of all the dairy enterprises.Facing the great latent capacity of meat market and the economic environment of opening to the outside world, ARTAL Corporation feel it is urgent tofind an answer to meet a new challenge, to develop and strengthen. It is very important for ARTAL to find its place in the sharp competitive market and all the staffs in ARTAL paid special attention to this issue.This article is composed of the following four parts:(1)Introduction to the background of ARTAL Corporation and gave a purposefor this article.(2)By analyzing the macro-factors that will affect the development of company, it provided an advice on the direction and environment of developing dairy industry.(3)Through analyzing the competitive situation and competitive opponents,it made a reference for formulating strategy of development while stud eg the consumer's character and action it offered a basis for drawing out company's strategy.(4)According to the analysis of macro-economic situation and competitive opponents in the dairy industry, combined with its actual competitive situation and strategy, the article pointed out the competitive principle "consumer-oriented" for ARTAL Corporation. In line with the research on competitive advantage and competitive theory, the article made a conclusion on "differential products and channel extension of competitive strategy". Finally, the article provided the implementing strategy on "the marketing strategy" for ARTAL Corporation.