Mengniu Group Strategic Management Analysis

In the background of the chain upgraded of Chinese dairy industry that is extremely urgent,This article has used empirical analysis methods and comparative analysis,meanwhile using SWOT model of strategic to do an in-depth analysis on the present situation of dairy industry and mengniu dairy industry,and on the strategy of Mengniu.The first section of this article has analyzed the overall development of Chinese dairy industry and the consumption of dairy products in the background of the people's living standards has improved in China and the dairy has experienced a greater development.The second section of this article has reviewed the development history and the strategy planning of mengniu,Elaborated the general situation development and the industry layout planning of mengniu,also including the status where mengniu is in the world and China.In the basis of that,It has described the advantage opportunities and future challenges of Mengniu,while summaried and refined the strategy planning experience from the development history of mengniu which can provide reference for other enterprises.The third section of this article has posed the key directions and suggestions for the mengniu's implementation of the strategy for the next five years in the basis of Analysis on the current situation.The fourth section of this article is also innovation,it analyzes the long-term strategic of mengniu,recommends that it establishes the strategic planning and development of the whole industry chain to achieve century of mengniu dairy.The conclude of this article has considered the the strategic planning of mengniu development history plays a great guiding role.Mengniu's successful experience is great significance for other enterprises.Mengniu's present strategy is still insufficient,it needs several breakthroughs to implement in the process of future strategy planning.From the perspective of long-term development in the future,mengniu should develop industries involved upstream and downstream,the core is the implementation of development strategy of the whole industrial chain.