Research On Transformation And Development Of X Company

Chicken raising is an important pillar industry of China's poultry industry,which is under the great influence of H7N9 outbreak in 2013;therefore,it is of great significance to maintain the stability of chicken raising industry for the sound development of China's economy.This paper takes yellow-feather broiler raising company X as an instance to study its transformation and development under the influence of H7N9 outbreak.Since the emergence of H7N9 in 2013,there have been various H7N9 infection cases in the following winters and springs,leading to the new changes of yellow-feather broiler raising industry,including the constant extension of industry chain,further pursuit of efficiency and quality,as well as new challenges posed by environmental protection and food safety on the industrial development.At the same time,yellow-feather broilers have been embracing the huge opportunities of residents' income rise,agricultural consumption upgrading and huge increase space for broiler consumption.The greatest subject for the entire industry is how to meet the challenges and take advantage of the opportunities of transformation and development.This paper analyzes the impacts on chicken raising industry brought about by H7N9 outbreak,the changing trend of governmental policies,the public opinion pressure posed on poultry industry due to the outbreak and the closing of live poultry markets and other factors.X,as a representative of the industry,is also facing the situation of collapse in prices and no access to sell products,suffering great losses.Based on Michael Porter's Five Forces Model,SWOT and other instruments,this paper analyzes X and reaches a conclusion that X still has the scale and system advantages,however,it has to upgrade its competitive advantage by the forms of cultivating new species,coordinating with policy orientations,exploring to access into deep food processing and expanding its marketing channels.Based on the enterprise upgrading path proposed by Mao Yunshi and the actual situation of X Company,four paths are put forward: industrial transformation and upgrading,product transformation and upgrading,service transformation and upgrading,and business transformation and upgrading.Suggestions are made on the practical operation direction of X Company for each path.Advantages and disadvantages of each mode are also analyzed..