Research On Strategic Transformation Of The "Xiyu Xiangfei" Brand Based On Internet Thinking

With the development of marketing economy and the increase of market competition level, internet thinking comes out and sweeps across every industry. In recent years, fruit industry has also accelerated its development pace on transformation towards internet thinking in order to adapt the development of informationization and network and online retailers for fruit are constantly emerging. "Xiyu Xiangfei" is one of the Influential brands in China and with good market foundation. Nevertheless, As competition intensifies, it face the problem that sales slumped in the existing channels, while it is hard to develop new channels. This paper aimed at discussing this brand how to seize the opportunities of the network development and win from the competition by using internet thinking innovation. This study mainly uses empirical research method. Firstly, it analyses the industry status and competitive situation of fruit industry. Then analyses the 9 years' development strategy and its current status by using PEST, SWOT and Potter's five-force model and propose the problems in the strategic transformation. At last, this paper gives effective suggestions on the strategic transformation of this brand and gives a theoretical guidance for the timeliness and completeness of the strategic planning.Through the research of this paper, it exposes the inside and outside problems in the strategic transformation of this brand and seeks the Value position and market position based on internet thinking on the basis of risk aversion and risk aversion elimination, thus to achieve the strategic transformation effectively.