Research On Mengniu Dairy's Strategic Transformation And Evaluation Of Its Financial Effect

With the global economic integration,a large number of overseas dairy products have poured into the domestic market.At the same time,the upgrading of technology and changes in the production environment have also changed the original competitive environment.Competition in China's dairy industry has entered the "Red Sea" stage.And with the government's increasing emphasis on dairy product quality and stricter supervision,companies are also realizing that in order to get rid of vicious competition,it is urgent to pursue strategic transformation.Mengniu Dairy,as the first echelon in the traditional dairy product manufacturing industry's competitive landscape,always develops with the times,constantly adjusts its corporate strategy,and strives to achieve the corporate vision of "producing better products".This article selects Mengniu Dairy as the research object,analyzes the motivation and path of its implementation of strategic transformation,and explores the relationship between its implementation of strategic transformation and changes in corporate performance,hoping to provide a reference for the strategic transformation of dairy companies in the new era.This paper first explains the basic theories,motivations,and paths of corporate strategy and strategic transformation,and then theoretically analyzes the consequences of strategic transformation.On this basis,the strategic transformation motivations of Mengniu Dairy in2007-2018 and the specific path during the transformation period are sorted out,and the focus of strategic transformation at the product,main body and platform levels and the specific transformation strategy are clarified.Furthermore,the financial data comparison and factor analysis of the relevant data of Mengniu Dairy and Dairy Industry from 2007 to 2018 were conducted to evaluate the effect of Mengniu Dairy's strategic transformation.The financial performance analysis found that the operating performance and solvency of the financial indicators were not satisfactory,but the profitability and development ability were good,which indicates that loose credit policies and financing strategies provided support for the targeted development of Mengniu Dairy.The results of the factor analysis also show that the preliminary preparation and transition period finally laid the foundation for the stable period,and made the comprehensive performance of Mengniu Dairy stable.Based on the above analysis conclusions,this article puts forward corresponding suggestions to Mengniu Dairy and industry companies.For Mengniu Dairy,it is necessary to pay attention to the efficiency of capital use in a timely manner,use funds rationally,speed up capital turnover,and increase the efficiency of capital use will save capital use costs;in addition,strengthen the cost and cost control management,strengthen quality management and inventory management,reduce quality costs And inventory backlog cost;on this basis,Mengniu Dairy needs to periodically evaluate the applicability of the transformation strategy adopted,and timely revise and adjust strategic goals so that the development strategies it adopts match the future development plan of the company,and The entire industry is adapted to the development of the times.For other companies in the dairy industry in which Mengniu Dairy is located,it is necessary to understand the timing of strategic transformation when considering the implementation of strategic transformation.To lay a solid foundation in the early stage of transformation,capital and technology investment are necessary in the early stage of transformation.At the same time,when choosing a transformation path,it must be matched with the actual situation of the enterprise itself.Whether to choose a "top-down" or "bottom-up" strategic transformation path,and focus on the strategic transformation of the product,subject or industry On the basis of the company's own organizational structure and cultural characteristics,it must not blindly follow the trend and cause the failure of strategic transformation.