Study Of LaiYiFen Competitive Strategy

With the development of economy,residents' disposable income is growing,material life is extremely rich,the “fourth meal” represented by leisure foods is more popular than before.The domestic leisure food industry has made great progress,as a leading enterprise in the leisure food chain operation industry,LaiYiFen has developed especially rapidly,and successfully listed on the main board of the Shanghai Stock Exchange.This paper takes the company LaiYiFen as the researching object,based on the previous researches of scholars on leisure food industry and LaiYiFen,uses PEST Analysis,Michael Porter's Five Forces Model to conduct the external competitive environment of LaiYiFen,while using Value Chain Model and VRIO Model to conduct the internal environment of LaiYiFen,and bidding with major competitors.Finally,through SWOT analysis,it is found that LaiYiFen may adjust its competitive strategy to occupy a more advantageous competitive position,according to the current development situation and trend of leisure food industry in China.