Research On The Change History Of Shanghai Sunshine Diary(1929-1949)

In 1929,under the background of the Nanjing National Government encouraging the establishment of enterprises,promulgating the "Company Law","Factory Law" and other laws and regulations,and the localization of the dairy industry that has been introduced into China for more than half a century,Shen Jiucheng causes Personal experience creates Sunshine Diary.In about 5 years,Sunshine Diary developed into the largest Chinese dairy farm in modern China.During the 20 years from 1929 to 1949,in the development and changes of Sunshine Diary,his manager changed.According to this,the 20-year development of Sunshine Diary can be divided into four periods.First,from 1929 to 1933,Sunshine Diary was managed by Shen Jiucheng 's eldest son Shen Pengcheng,which was the establishment and initial development period of Sunshine Diary;second,from 1933 to 1940,after Shen Jiucheng left Sean You Zoo&Co.,Ld.,he became the manager of Sunshine Diary The rapid development period;the third is from 1940 to 1946,Sheng Jiucheng 's third son Shen Wanling served as the manager for the adjustment period of the Sunshine Diary;the fourth is,from 1946 to 1949,the Sunshine Diary was accepted by the Central Trust Bureau of the Chinese Nationalist Party,For the recession period of the raw pasture.In different development periods,the development strategy and sales strategy of Sunshine Diary are different.From 1929 to 1933,Sunshine Diary was initially established.The purchase of dairy cows,the recruitment of employees,the lease of land,and the purchase of production equipment laid the foundation for the business and development of Sunshine Diary.During this period,Sunshine Diary firmly fixed the company's fresh milk consumption group among the upper class of society through sales methods such as cultural change,competitor positioning,and cooperation with Sean You Zoo&Co.,Ld.After taking control of Sunshine Diary,Shen Jiucheng,through the adjustment of product structure,the expansion of sales model,and the formulation of flexible sales strategies,has made the scale of Sunshine Diary grow rapidly,and its consumer group has gradually moved from the upper class to the middle class.However,with the invasion of the Japanese invaders and the fall of Shanghai,the sales scale of Sunshine Diary shrank due to the Japanese government's rationing system.After being kidnapped on August 24,1940,Shen Jiucheng handed over Sunshine Diary to the third son Shen Wanling.Shen Wanling adjusted the sales strategy of Sunshine Diary during the difficult and difficult fall period,and sterilized the milk with the“A”word of Sunshine Diary only for the upper class of the society.The adjustment of this sales strategy has maintained the difficult survival of Sunshine Diary during the period of the Japanese puppet regime.In 1946,after the victory of the Anti-Japanese War,the employees of the United Nations Democratic Party's post-war receivers accused Shen Jiucheng and Shen Wanling of being traitors.Sunshine Diary was therefore accepted by the Central Trust Bureau.During the period when the Central Trust Bureau managed Shanghai Sunshine Diary,its production and operation activities were disturbed by various parties and continued to shrink,making Sunshine Diary decline.Based on the research on the production and sales activities of Sunshine Diary in the four periods from 1929 to 1949,the complex interactive relationship between the development of modern enterprises and the changes of the social environment is revealed from a microscopic perspective.On the one hand,the milk consumer group has expanded from the upper class to the middle and upper class,and because of the changes in the social environment,it has moved up to the upper class.The social life history of things is not only an economic relationship,but also restricted by social and political relationships in different historical periods.On the other hand,the production and sales activities of an enterprise require a good market environment and social and political environment.As a prerequisite for economic growth,freedom of operation is a necessary condition for the normal production and sales activities of enterprises.The development process of Sunshine Diary is a witness of economic growth and economic decline during the modern period of the Nationalist Government of the Chinese Kuomintang.