The Research On Competitive Strategy Of Hunan JinJian Rice Co.,Ltd

With the further development of market economy in our country, especially after the access to the WTO, agricultural leading enterprises merged into the market and great circulation of economic globalization. All enterprises involved in the fierce competition for the limited shares of the markets at the same starting line. As a result, research on the competition strategy of agricultural leading enterprises is particularly important.Hunan Jinjian Rice Co.,Ltd is a national key leading enterprise of agricultural industrialization. Founded in early 1998, with favorable national policy environment, the company has realized the increasing development firstly and smoothly and formed certain competitive advantages by grasping the rare opportunities of the capital markets. Frankly speaking, however, the company still has such problems as unclear competitive strategy, weak core competitiveness, high rate of talents outflow and insufficient strength for development. Therefore, Hunan Jinjian Rice Co.,Ltd should survey the market environment, implement clear competitive strategy to play a certain role in international competition and perform all duties as a agricultural leading enterprise.With the status of management and administration of Hunan Jinjian Rice Co.,Ltd as the background, this paper analyzed the environment inside and outside of Jinjian Rice Co.,Ltd., distinguished the opportunities and challenges the company confronts by using the theories and methods of strategic administration. In addition, the paper anticipated the competitive intensity of the field, described the competitive situation of the field and the whole competitive environment, and spotted the advantages and disadvantages of the company by analyzing the environment inside and outside of the company. Then, by matching SWOT, with the thought of strategic administration as guide, this paper puts forward competitive strategy for Jinjian Rice Co.,Ltd in the following five years. That is, using the basic strategy of"total cost first"and participating the market competition complemented with"service differentiation", the company will realize the goal of enlarging and strengthening central-south market with Hunan as the center and maintaining the leading role in the share of the market and market competition. Meanwhile, in the respect of implementation of the strategy, the cost, that is, total cost and long-term cost, should come before competitors. And"the purchase of food"is the most crucial valuable activity for the cost. Therefore, on the basis of protection of farmers'legitimate profits, Jinjian Rice Co.,Ltd has to find ways to reduce the cost of purchase to realize the competitive strategy of"total cost first"and win the more long-term competitive advantage.