Research On The Development Strategy Of High Quality Egg Industry In Henan Longfeng Industry Co., Ltd

China is rich in resources and variety in terms of eggs.Meanwhile,China is the top of countries of the world in producing and consuming on eggs. Especially in recent years, with the pace of China’s economic development, poultry breeding, poultry, eggs producing industry is developing rapidly. In2003,43.1%of the world’s total egg production, the quantity of eggs production19.88million tons, accounted for37.9%of the world, ranking first in the world Agriculture Organization of the United Nations (FAO)2012report shows that per capita consumption of eggs in mainland China first in the world, to20.2kg, while the world average is9kg. with the continuous emerging scandals of food safety, one of the important and unavoidable challege for the egg producers is to control the product quality, to establish a good brand that the consumers can trust.This dissertation focused on the developmental strategy of high quality eggs business taking Henan Longfeng as an example. Considering the existing problems in the process of egg production and sales, this study discusse its development strategy. The dissertation started from the analysis of external environments, combining the resources, capabilities of Longfeng. Based on the SWOT analysis, we set up the high quality egg business development strategy. Finally resources configuration, marketing, product system, and human resources are disscused for supporting the stragtey. With the study of a prospering industry and a prospering enterprise, the dissertation is expected to provide a systematic analysis in formulating the company’s developing strategy and promoting the sound development of high quality egg providers.