DZ Pheasant Group Development Strategy Research

With the continuous development of economic and social, people's material and cultural life level gradually improve, social consumer demand and ability is more and more strong, the enterprise is facing a more favorable development environment and development opportunities. However, under the new economic situation, the development environment of the dynamic nature, the complexity of the characteristics are more obvious, so that the development of enterprises are facing a more severe and volatile situation. In this case, the strategic management of enterprise development is important to highlight the significance of. DZ braised chicken group is a has a long history of local product brand enterprises, in dozens of years of development process, through the several stages across, to achieve a steady development, but in the current development, enterprises are also faced with many development test, comprehensive and systematic strategic research, to explore the formation of effective development strategy, the in the fierce competition in the market to better adapt to changes in the environment, create and control the situation, to achieve leapfrog development is very important.Based development strategy related theory, comprehensive survey of the research on the history and the actuality of DZ braised chicken group, profound analysis of the development process, and use of PEST analysis, structure model of competitiveness analysis and SWOT analysis method, the DZ braised chicken group development situation and the development environment, in-depth analysis, summed up the enterprise development in the presence of advantage, weakness, opportunity and threat, and the macro environment, industry environment, all aspects of the situation, the formation of systematic strategic development environment summary, in order to lay the foundation for the further study of enterprise development strategy. On this basis, draw lessons from domestic and international theory research and practice, deeply grasp the situation of enterprise development, combined with the actual development of the enterprise, put forward the scientific and beneficial strategic choice, to provide useful reference for enterprise development.Through strategic analysis in DZ braised chicken group have compared to competitors, brand advantage, the implementation of high-end brand strategy of initial success, "quick-frozen fresh braised chicken" cold chain technology success, channel development is rapid, the location advantage is obvious, in the political, economic, social and technical aspects of facing a more relaxed environment for the development, supply of raw materials, the buyer bargaining, new entrants to the threat, industry competition and other aspects there is a big advantage. Especially with DZ into Beijing, Tianjin and collaborative development demonstration zone construction strategy, was given the strategic positioning of high-quality agricultural products supply area, as the DZ agricultural industry representatives DZ braised chicken group will get more support, enjoy a more generous dividend policy. In short, the enterprise has entered the development of the fast lane, ushered in the development of a major opportunity.Based on the analysis of the development environment, this paper for the development of enterprises put forward development strategy:first, brand development strategy, through adhere to the high-end product strategy, brand development strategy, strengthen brand management, strengthen the packaging innovation, build brand difference, forming a greater competitive advantage. Second is the development of the whole industry chain strategy by strategic synergy of adoptive add sell unifinication management mode, continue to vigorously develop the chicken farming, and gradually enhance the ability of logistics distribution, further optimize and improve the braised chicken industry the whole industry chain, to ensure that the development of competitiveness. Third, product development strategy, it is recommended to increase R & D efforts to extend the product line of poultry products, in product performance special design and development to consolidate the leadership position, in order to ensure the unique advantages of the manufacturing and sales of enterprise products. Four channel development strategy, advance to store channels, distribution channels and special channels simultaneously market channel strategy, accelerating the upgrading of the management of franchise channels, to enhance the strategic position of Internet marketing platform, promote sales strategy transformation and upgrading. Five is the talent development strategy, by strengthening the enterprise management personnel and professional technical team construction, make great efforts to cultivate and bring to enterprise innovation and development needs of high-quality personnel, in order to ensure the enterprise faster and better development provide strong human security. Six is fine management strategy, promote extensive management to fine management, improve the comprehensive management level of enterprises, for the rapid development of enterprises to lay a solid foundation.