The Developmental Strategy Study Of Hechuan Sanzhou Taopian Company

The Hechuan Taopian, a traditional Chinese famous special product, has more than 150 year long history. This industry has been keeping fast growth since the Reform and Open-up Policy of China, and it has been playing critical roles in Hechuan economy. However, along with the development of market economy, the Hechuan Taopian industry is facing the intense internal and external competitions. Under such circumstances, how to effectively study and deal with the situations becomes a stern project for this industry, such as how we develop our own specific direction and strategy to welcome opportunities and face challenges.In this thesis, we have analyzed the macroscopic, industrial and internal circumstances which the Hechuan Taopian Limited company face. In the analysis, we utilized strategic management basic theories, such as professional structural theory and resource capability theory. Also we have used qualitative and quantitative methods to analyze some specific cases. According to our analysis, the strategic essential factors were summarized for the company development. Further, the opportunities, challenges, superiorities, and inferiorities of the Hechuan Taopian Limited company have been analyzed. For this analysis, we have used the External Factor Evaluation matrix (the EFE matrix), the Internal Factor Evaluation matrix (the IFE matrix), and SWOT matrix analysis techniques. Based on external and internal evaluation analysis, we have developed the company's developmental strategies and proposed specific methods to put the strategies into practice.This thesis, adhering the principle of"the theory and actual unifies", has thoroughly investigated the Hechuan Taopian Limited company's developmental strategy by applying the strategy management theory to the specific enterprise case. According to the strategic analysis of this enterprise, we conclude that the promising strategy for the Hechuan Taopian company development should be:"Product variation strategy". In combination with the proposed strategy, detailed practical plans including new product development, marketing, brand strategy, and the constructive suggestions are proposed in order to safeguard the strategies into practice. Accomplishment of these strategies will ensure the Hechuan Taopian Limited company a long-term development and take lead in the competitions.