Research On The Implementation And Effect Of Yili Group's Global Strategy

China's dairy industry has a huge potential for development,but at this stage in the international market is still at a competitive disadvantage,and most of China's dairy enterprises after going abroad performance is not satisfactory.On the contrary,Yili Group through a series of international operations,has achieved good results.Therefore,the study of Yili Group's global strategy has a strong practical significance to its own international development,meanwhile,the successful experience of its international operation has a certain reference significance to Chinese similar enterprises to better "go out".Firstly,this paper sorts out the related literature such as Enterprise Internationalization Strategy,enterprise internationalization degree calculation and strategic alliance theory.Secondly,from the implementation of the basis,objectives and content of the three aspects of the implementation of the global strategy of the Yili Group is analyzed.Thirdly,through the analysis of financial and non-financial indicators,it is found that after the implementation of the global strategy,Yili Group's debt-paying ability,profitability,development ability,brand value,innovation ability and milk control ability are all improved,at the same time,we use the internationalization cobweb model to measure the degree of internationalization of Yili Group,and find that the degree ofinternationalization is low and the development of internationalization is uneven.Therefore,it can be considered that the global strategy makes the international development of Yili Group to be good,but its implementation effect is not ideal.The key problems in the process of implementation are: The implementation of overseas marketing strategy is not significant,the probability of financial risk is increased,the independent brand effect in the international market is not really prominent;The main challenges are intensifying competition and game with domestic and foreign dairy enterprises,and increasing risks of international operation.Finally,the paper puts forward some suggestions for Yili Group to deepen its global strategy: to transform the existing achievements into a new driving force for expanding the international market;Guide the way of enterprise brand internationalization with global thinking.At the same time,it gives some inspirations to the international management of other companies,such as making appropriate international management strategy,speeding up the internationalization process of personnel management,and keeping pace with the relevant policies of the state.