A Research On Development Strategy Of JingZhao Farmer Cooperatives

Camellia oil is one of the world’s four major woody edible oil, It is a natural green food, It has the honor of "Oriental olive oil"、"longevity oil ". Camellia oil is a healthy edible oil, It can lower blood pressure, blood fat, soften blood.long-term consumption can enhance human immunity, in line with " omega diet" dietary structure. Camellia oil is not only high-end oil, is also an important quality raw materials in food, pharmaceutical, chemical and cosmetics industries.Currently exclusivity and monopoly of domestic edible oil brand has been broken, the high-end edible oil has accounted for30%percent of the market, high-end oil consumer groups have been formed, the domestic high-end edible oil market will usher in blowout era. Camellia oil industry leading companies has not yet formed, Camellia oil companies still much room for development.This article bases on Jingzhao camellia farmer cooperatives’internal and external environment, on one side, it analyzes external environment, industry and market competition situation by using PEST analysis, Potter’s five competitive forces model analysis and evaluation matrix (EFE). Moreover, it summarized the external strength and threat of Jingzhao camellia farmer cooperatives. on the other hand, this article analyzes the use of core competencies and identify internal strengths and weaknesses of Jingzhao camellia farmer cooperatives;on this basis, through the use of SWOT analysis framework tools,The article develops a strategic choice, and finally, the article discusses how to implement the cooperative strategies.By the research in this article, Jingzhao camellia famer cooperatives will gain a combination of theory and practice-based development strategy. It will provide a reference not only for Jingzhao camellia farmer cooperatives but also for other high-end edible oil company.