Research On The Competitive Strategy Of Runhe Company

In recent years, following the rapid growth of Chinese economy, the agricultural product processing industry developed very fast, more and more companies entered into this industry, but most of them are small and medium-sized ones. Although their business mechanism is flexible, the ability against risks is weak.Runhe company (herein after "Runhe"), as a small and medium-sized one, focused on the agricultural product storage and processing in a long run. Runhe’s current strategy does not fit into the fierce market competition, it need to continuously identify and adapt to the new development trend, formulate and implement the scientific, practical, proactive strategy, which could provide strong theoretical support and policy guarantee for the long-term and healthy development of the company.This paper finally got the conclusion that Runhe should adapt differentiation competitive strategy by reviewing the main management theories, such as strategic management theory, basic competition strategy theory, blue ocean strategy theory, taking use of value chain and other analysis tools, and assessing the external environment and internal resources of the company.The strategy implementation of company relies on improving product added value, optimizing supply chain system, strengthening technology research and development ability, increasing the management level and operation efficiency, providing more efficient service, etc.To ensure the effective implementation of the differentiation competitive strategy and gain a better position in the market, Runhe should optimize company organization structure, cultivate the key human resources, make the budget reasonably, innovate corporate culture.