Research On The Development Strategy Of AH Bio-technological Company Ltd

With various kinds of edible and medicinal fungi and natural plants as the raw materials, AH Biotechnology Co., Ltd researches and produces healthy food and has won a high admiration in the healthcare industry of edible and medicinal fungi. In the21st century, lots of domestic and overseas biological products companies enhance the research and production of edible and medicinal fungi products and step into Chinese market one after another, which makes this kind of company face more fierce competition. In order to keep the position in the fierce competition in Chinese market, AH has to get familiar with its own development situation and the change of the external environment and then understands its advantages, disadvantages, opportunities and dangers. On the base of that, AH makes the strategy which is suitable for the company’s future development.The first part of this thesis is an introduction which introduces the background of the development strategy research, significance of the research, content of the research, ideas and methods of the research and the innovation of the research. The second part is the related theory of company development strategy which reviews the domestic and overseas research situations of company development strategy and Provides theoretical basis and analysis tool for the study of this paper. The third part is the analysis of AH’s strategic environment which, firstly, introduces the external environment, industry competition environment and internal environment that AH are in now and then AH’s opportunities and threats in external environment can be understood; Secondly, AH’s scientific innovation abilities, product structure, human resources, company culture, current management situation and other internal environment are analyzed, so that the company’s development advantages and disadvantages are understood. The fourth part is AH’s strategy choosing and making. On the basis of the third part and with the analysis method of SWOT, the overall strategy that is suitable for the company is offered in this thesis. The fifth part is the implement and control of AH’s strategy. The measures and corresponding guarantee system are made in the implement of strategy and the control during the implement. Finally is the conclusion of the study.According to the conclusion of this thesis, AH’s strategic choice is refined, modular and standardized management of franchise chain stores, deepen the reform of the production process of the company’s existing biological health care products and progress of new products research and development, and distinguish, clear, refine the functions of existing products, improve product differentiation, personalized, ensure that the company’s products to upgrade in time, keep up with the change of market demand and consumer demand, accelerate the improvement of internal management mechanism and the rational construction of working process, speed up the service network construction and the direct regional development; the measures of strategic choice implementation is to optimize the company’s industrial chain link, namely to strengthen the ability of corporate strategy execution, create the value chain system better than competitors, and maintain long-term competitive advantage, and improve the strategy control system, including the control of budget, audit, sales process, management and incentive; guarantee measure of strategy implement is to improve the corporate internal governance structure, improve human resources management system and improve the construction of enterprise culture.The conclusion of this thesis offers some constructional suggestions and measures to AH for its development in the national twelfth five-year plan. Meanwhile, it can also provide references for other companies in the industry.