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Research of Tianxiang Company’s Market Development Strategy in Chicken Industry

Author: ZhangYongHui
Tutor: LangLiJun
School: Tsinghua University
Course: Business Administration
Keywords: Chicken industry Market operation mode Direct sales system
CLC: F279.26
Type: Master's thesis
Year: 2004
Downloads: 149
Quote: 2
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Abstract


The competition in Chinese chicken industry becomes more and more drastic as a part of agriculture after China entered WTO. The foreign chicken products enter the market of China with larger scale as the impost become lower. Tianxiang Company faces tremendous press as a large company who operated more than ten years in chicken industry in China.In present report, writer makes chicken industry analysis, marketing analysis, and company competition analysis, include the SWOT analysis of Tianxiang Company and company analysis based the industry value chain. The report emphasizes the analysis of company’s present market operation mode. Report illuminates the problem of the present market operation mode under the new marketing conditions. Then report puts forward a new market operation mode, and analyzes the new market operation mode, include the product, organization, and the new part in the new mode, direct sales system. As the most important part in the new mode, report explains the direct sales system involved marketing policies, the operation framework. Report forecasts the new problem should appeared in the new mode and the solutions. At last, report analyzes the feasibility of the new mode, through doing a financial analysis of a goal market and a comparative analysis of a relating industry case.

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CLC: > Economic > Economic planning and management > Enterprise economy > Companies around the world economy > China > Individual enterprise economy
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