| dc.description.abstract | Since Deng Xiaoping’s “Open Door Policy” in 1978 and the subsequent participation in the World Trade Organization in 2001, China has opened its door to foreign investments. The vast land size and economic growth potential attracted numerous well-known international companies to set up operations in China. The great products that these companies produced soon followed. Because of the huge Chinese population and higher standards of living, the demand for diary products has increased dramatically over the years. This makes the diary industry in China a business with great growth potential. Therefore, many companies, both foreign and domestic, are getting into the diary business hoping to capture a large share of the market.
This research is based on the method of individual case study. The subject is company P in the diary industry. I study the macroeconomic environment of the diary industry, the overall economic condition in the diary field, its internal policies and competing strategies, and finally, the development direction this company is heading to in the future. I am using this research to study the current development stage and competing strategies of Taiwanese companies in Chinese diary industry. I will also be using these examples as references in my own company’s development direction and competing strategies. Therefore, the purpose of this research is as follows:
1. Studying how the ever-changing Chinese macroeconomic environment affects the diary industry.
2. Studying and comparing the diary industry in China
3. Studying and discussing the competing strategies of company P in the Chinese diary market
Through this research, I discover the future of competing strategies in the diary industry gears towards: the diverseness of products, giving products competitive edges, controlling supply chain, establishing an advantage in product distribution, and finally, using unique and effective marketing schemes to influence buyers’ behaviors. | en_US |