Research On The Development Strategy Of Songyuantianyuan Animal Husbandry Company

In recent years,with the development of China’s social economy,the national income has increased year by year,and the upgrading of consumption has brought about changes in the diet structure.People pay more attention to balanced nutrition and reasonable collocation,and the demand for high-quality protein has increased year by year.With the spread of avian swine influenza,African swine fever and other animal diseases,the consumption demand of beef in traditional Chinese table has shown an explosive growth,which puts forward higher requirements for domestic beef cattle breeding industry.Domestic animal husbandry started later,and animal husbandry enterprises have not formed industrial scale.At present,most of the areas Beef cattle are husbandry by individual farmers.Compared with European traditional animal husbandry companies,we have big gap in technology and scale.Throughout the development status of animal husbandry enterprises,most of them are from the state-owned farms,and their management,technology and marketing means are lack skills.How to introduce the successful experience of western animal husbandry enterprises and speed up the transformation from traditional breeding to modern enterprise is the top priority for all animal husbandry enterprises.This paper takes Songyuan Tianyuan animal husbandry company as the research object.At present,the company has obvious advantages in forage resources,cattle breeding,production management and technical support.However,with the expansion of the enterprise scale,we found that the enterprise strategic objective is not clear,the human resource efficiency and the financial management level is low,the anti-risk ability is poor,the Marketing and brand building are Lack of means.Therefore,enterprises must make full use of their own resource advantages,seek solutions as soon as possible,determine the development strategy of enterprises,and formulate strategic implementation and safeguard measures.Based on the analysis of domestic and foreign strategic development theory,strategic development of animal husbandry enterprises and research achievement of brand development,combined with the theory of strategic management,enterprise and brand life cycle,we uses the method of field research and case study to sort out the macro environment of Tianyuan animal husbandry at the current external political,economic,cultural and technical levels in detail,combined with the company’s organizational structure,financial structure and so on Objective examination of the micro environment such as service status and core competitiveness.Then,the SWOT matrix is used to sort out and summarize the internal strengths,weaknesses,opportunities and threats of Tianyuan animal husbandry.Through comparative analysis of the four strategic plans,we finally determined that we should make full use of our strengths and industry development opportunities to select the growth strategy.According to the determined strategic development direction,we determined the planning vision and detailed strategic objectives,and defined the "three-step" strategy of the enterprise in accordance with the "infrastructure based layout stage","rapid improvement stage of innovative development" and "healthy green sustainable development stage".Finally,in order to ensure the accurate and effective implementation of the strategy,we puts forward five dimensions of safeguard measures,including organization,human resources,finance,technology and brand.