Research On Core Competitive Strength Of Dezhou Braised Chicken Group Co., Ltd

Since the beginning of the21st century, China’s markets have become increasingly open, and companies in China are confronted with an unprecedentedly complicated environment filled with fierce competitions. To keep its competitive edge for long and to become bigger and stronger in such an environment, an enterprise must strive to develop its core competitive strength, which, however, is not something to be done in one day or once for all, but needs a long process of study and accumulation. Dezhou Braised Chicken Group Corporation (the Group), with its processing and marketing, has created a famous brand, initially shaped its core competitive strength and has achieved its status as one of the leading national enterprises in the country of agricultural industrialization. With its continuous growth and diversified strategies and opening of new markets, the Group is faced with new opportunities and challenges. To maintain its competitive advantages, it’s necessary to promote its core competitive strength. To achieve that, our primary task is to figure out what core competitive strength the Group possesses. That is, which factors are favorable to the formation of the core strength and which prevent it, and in particular, which factors are vital in the formation and operation of the core competitive strength. Only with these problems clarified can the Group keep the right goal in view, formulate sound strategies and measures, and consequently improve its core competence and maintain its market leadership.This thesis takes Dezhou Braised Chicken Group Co. as the research object, and by analyzing the Group’s strategies and factors that have influenced its competitive advantages, points out the problems in its core strength cultivation, and puts forward countermeasures on the development of the Group. Following the steps of raising, analyzing and solving problems, the thesis unfolds its arguments by researching the Group’s inner and outer environments. It consists of six parts. Parts one and two are respectively introduction and review of relevant theories. Part three is the section to raise the problem, part four is the analysis section and parts five and six are the sections to solve the problem. To further illustrate the market influence of Dezhou Braised Chicken as a core product, the analysis includes a survey on the brand’s influence, the result of which provides some supplement and reference to better the analysis. As to the contents which can’t be analyzed due to lack of accurate data, the thesis, by using the Delphi method, draws its conclusion by experts’evaluation.The thesis is divided into the following six parts:Part I:introduction of the research background, its purposes and the methods to be used in the thesis.Part II: theory review, introducing the theory of core competitive strength of some research results at home and abroad, as well as the definition, characteristics and related factors of the core competitive strength.Part III: analysis of the Group’s competition strategies, their evolution and existing problems.Part IV: analysis of the factors that influence the Group’s core competitiveness to find out the vital factor that determines its competitive advantages.Part V: the strategies and countermeasures that can enhance the Group’s core strength.Part VI: conclusion and outlook, which summarizes the research results, points out the flaws of the study and describes the work to be done in future.