Research On Milk Source Development Strategy Of Mengniu Dairy Group

Since the1980s, China’s dairy industry rapid development, especially after themelamine scandal, the country and the all milk companies actively rectification,industry quality improving, cow breeding accelerate the standardization scale, a newincrease in yield level, strengthen the fresh milk quality supervision, quality andsafety levels increased significantly, the modern pattern of dairy industry has beeninitially formed.Mengniu as the national key enterprise, the dairy industry leading enterprises ofagricultural industrialization in the one hundred mengniu, strong breasts are suggested\" belief, has been committed to promote integration with the dairy industry. Inthe process of the development of China’s dairy industry, mengniu milk constructionin country and customer support fast growth. However, with the rapid development ofthe group, the positive role of resources for the production of raw milk gradually shiftto production development. Therefore, this research according to the enterprisesustainable development strategy, analysis of the case company mengniu dairy groupoptimization problem of current milk strategy, and the next step, in order to enhancethe competitiveness of the company, achieve sustained and stable development; At thesame time also hope that the study of the virtuous development of the dairy milkbusiness under the new situation is of certain reference value.The thesis is divided into five parts. The first part, briefly introduces the researchbackground, research purpose of this study and the research significance andtheoretical value, determine the method and idea of framework. Meanwhile, for theenterprise strategic environment analysis theory, and the theory of developmentstrategy of sustainable development theory tool to review the system, and laytheoretical basis for the follow-up study of case. The second part, from the macroenvironment of domestic economic situation, the condition of the dairy industry,development history, business composition of mengniu milk, etc, to carry on theinternal and external environmental analysis, and SWOT analysis model, theidentification of mengniu milk strengths and weaknesses, opportunities and threats,further points out the problems that the company development strategy of raw milk.The third part, the development strategy of mengniu milk current analysis andevaluation, in combination with the results of SWOT analysis in the previous chapter,propose mengniu should adopt the sustainable development strategy of raw milk,constructed, including strategic target, strategic focus, strategic framework system.The fourth part, puts forward concrete suggestions for the implementation of thestrategy of developing mengniu milk and safeguard measures. The fifth part,draw aconclusions. Finally, based on the research of the development of mengniu milk base war,using strategic management knowledge and theory, analyzing the construction,operation and structure of the raw milk bases, and put forward mengniu milk from thestrategic level base on the new development strategy, hoping to mengniu milkfundamentally breakthrough bottlenecks contribution to a force.