Research On YiIi Industrial Group CO.,Ltd. Competition Strategy

Along with the raising of Chinese living standard dairy products the family that walks gradually into ordinary people, in milk meat egg milk the 4 kinds of food of high protein in, the consumption figure of dairy products is going up year by year, but the consumption figure of average per capita still falls behind the world consumption figure of average per capita. The meal consumer structure of Chinese is occuring change, the nutrition value of milk been approving by more and more persons. The demand of people for dairy products have driven a in large quantity milkings enterprise develop fast, from the swift development of the Yili Industrial Group CO.,Ltd. can detect a spot.In last few years the large scale milkings enterprise of every place because of product identical cause to enter serious same quality the competitive stage that melts , even some enterprise moves towards the edge of bankruptcy, it is big that Yili Industrial Group CO.,Ltd. is nation-wide milkings enterprise, the fast increase of enterprise as well as how to maintain profession in the future is in the lead land is , deserve to be studied.Under this background this paper pass through PEST analysis law have analysed the domestic macroscopic environment of located milkings profession, with SWOT analysis law, have analysed the competitive advantage of Yili Industrial Group CO., Ltd. and inferior position, as well as the good fortune that Yili Industrial Group CO., Ltd. possesses and the threat that is faced with , reach Yili Industrial Group CO., Ltd.to want in intense market competition in stand firm , foster strengths and circumventweaknesses , develop self advantage , and maintain profession tap position, realize the she sharp public enterprise that moves towardsinternationalization goal, should select to implement discrepancy the competitive strategy that melts. To realize discrepancy to melt, competition is strategic , Yili Industrial Group CO.,Ltd. should implement following guarantee measure: One is grabed from the milk of raw material, the milk supply guarantee of raw material is of high quality , 2 is that optimization company administers the structural management system of human resource of effective establishment, 3 is to set up the enterprise image of first national trademark quality, mould first class corporate culture, 4 is to increase to research and develop intensity . raises the technical innovation of enterprise , raises the discrepancy function of product, 5 is reinforced customer's market thin minute, as soon as establishing level sale net road, 6 is optimization information systematic function , raises the strain ability of enterprise.Through the ability and resource of environment as well as objective analysis Yili Industrial Group CO.,Ltd.that the Yili Industrial Group CO.,Ltd. of systems analysis is faced with , this paper has discussed the competitive strategy that Yili Industrial Group CO., Ltd. should adopt . is at the same time that similar milkings enterprise offers some beneficial hint and reference for the domestic analysis of present situation of milkings profession for the analysis of competitive general layout in trade.