| At present,China’s agriculture has entered a new stage of transformation and upgrading.The realization of agricultural and rural modernization and the acceleration of the development of agricultural and food processing industry are important components of the construction of modern agriculture.At the same time,with the development of The Times,the consumption mode is becoming more and more leisure,roasted peanuts as a traditional characteristic product in China to win the love of consumers,the number and quality of peanut processing enterprises have been greatly improved.In order to survive and gain competitive advantages,all kinds of peanut food processing companies need to constantly optimize their internal and external development environment,develop and implement competitive strategies in line with their own development.With its historical and geographical advantages,the roasted peanut industry plays an important role in the local economic development.X peanut Processing Company in Daming is a small and medium-sized company and mainly engaged in the production of roasted peanuts.It has been engaged in peanut storage and processing for a long time and is a typical representative of Daming County peanut processing company.Based on the current complex and changeable market competition environment,this thesis uses management economics,marketing and other relevant theories to study X peanut processing Company in Daming,and puts forward the key points of competitive strategy for in-depth implementation of differentiation,and provides some ideas for the development of competitive strategy of peanut processed food industry in Daming County.In this thesis,X peanut processing Company of Daming County is taken as the research object.Based on the theoretical system of competitive strategy of domestic and foreign enterprises,the problems of weak market share growth and declining profit rate of X peanut processing Company of Daming County are deeply analyzed.Using porter’s five Forces analysis model and SWOT analysis model to systematically analyze the internal capabilities and external competitive environment of X Peanut Processing Company in Daming County,it is found that the development opportunities of the company are as follows: The nut leisure food market has a large development space,the government’s strong support for the development of agricultural products and food processing industry,the concentration of nut roasting industry is low,there is room for development,the Internet has overturned the trend of nut roasting industry,and external threats to development are: Homogeneity agricultural food processing low barriers to entry,market competition,customer’s bargaining power is strong,price cyclical fluctuations of agricultural products,increasing environmental protection requirements,operating costs,combined with Daming county X peanut processing company internal conditions established Daming county of peanut processing company X differentiation and cost leadership competitive strategy,From the optimization of supply chain and production and processing capacity,differentiated designs two aspects put forward the corresponding suggestion,in particular,through economic cooperative construction,and reduce the manufacturing cost and equipment upgrading promotion scale level to strengthen supply chain optimization and production and processing capacity,from the promotion product quality,optimizing the marketing channels,to build their own high oleic acid brand to differentiate design,Provide guarantee suggestions from five aspects:organization,oneself,personnel,raw materials and institutions. |
