Reaserch On Developing Strategy Of Tianjin Islamic Food Old Established Firms Guishunzhai

The Tianjin " old and famous " is an important part of the commercial brand names. What worries us most is that with the process of planned economy converting to market economy, many of the "old" traditional crafts have disappeared into oblivion or lost aura and gradually being forgotten. This is undoubtedly a huge loss for the traditional national business.Tianjin Gui Shunzhai Cakes Co., Ltd. is a halal old enterprise with80years of operating history, affiliated with the Huaxu group. In2012, Gui Shunzhai got good performance, with the output value of60million and the sales volume of80million. However, in actual operating, Gui Shunzhai faces various problems. These problems, if not resolved, will be possible to threat the future development of Gui Shunzhai.This paper uses the theory of strategic management and relevant analysis tools, such as the PEST analysis and Porter’s five forces model analysis, to research on the internal and external strategic environment Gui Shunzhai. Then the article refines the external opportunities and challenges of Guishunzhai, as well as internal strengths and weaknesses. After that, SWOT analysis model is used to identify the alternative strategies of Gui Shunzhai. Then by using quantitative strategic planning matrix, various alternative strategies are compared and the best development strategy of Gui Shunzhai—intensive growth strategy characterized by "market penetration, market development" is obtained.On this basis, the paper also proposed specific measures and paths for the implementation of the best strategy, which provides practical recommendations for the future development of Gui Shunzhai. This study also has certain significance of reference for the future development of other old halal food enterprises.