| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-16页 |
| Chapter One Introduction | 第16-20页 |
| 1.1 Research background and significance | 第16-17页 |
| 1.2 Content of the research | 第17页 |
| 1.3 Approach and methods of the research | 第17-20页 |
| 1.3.1 Approach of the research | 第17-19页 |
| 1.3.2 Methods of the research | 第19-20页 |
| Chapter Two Literature Review | 第20-32页 |
| 2.1 Research on the corporate strategic management | 第20-25页 |
| 2.1.1 Evolution of the thoughts | 第20-22页 |
| 2.1.2 Trends of development | 第22-23页 |
| 2.1.3 Hierarchical structure | 第23-25页 |
| 1.Overall strategy (Corporate strategy) | 第23-24页 |
| 2.Business unit strategy (Business strategy) | 第24页 |
| 3.Functional strategy | 第24-25页 |
| 2.2 Researches on corporate development strategy | 第25-28页 |
| 2.2.1 Definition of Enterprise Development Strategy | 第25-26页 |
| 2.2.2 The Basic Framework of Enterprise Strategic Development | 第26-28页 |
| 2.3 The combination of relevant theories | 第28-32页 |
| 2.3.1 Small and medium size enterprises | 第28页 |
| 2.3.2 Core competence theory | 第28-30页 |
| 2.3.3 Virtual Operation Theory | 第30-32页 |
| Chapter Three Case Description | 第32-36页 |
| 3.1 Reason of plant construction | 第32-33页 |
| 3.2 Company profile | 第33-34页 |
| 3.3 Positioning and development | 第34-35页 |
| 3.3.1 The strategic positioning of Linong Feed plant: OEM business | 第34页 |
| 3.3.2 The development situation of Linong Company | 第34-35页 |
| 3.4 Main existing problems | 第35-36页 |
| Chapter Four Case Study | 第36-57页 |
| 4.1 Analysis of industrial environment (PEST analysis) | 第36-42页 |
| 4.1.1 Introduction to the feed industry | 第39-40页 |
| 4.1.2 Features of the feed industry | 第40-42页 |
| 1.High logistics cost | 第40页 |
| 2.Serious product homogeneity | 第40页 |
| 3.Differentiation of service level | 第40-41页 |
| 4.Serious sale on credit | 第41-42页 |
| 4.2 Competitive Analysis (Five Forces Model) | 第42-47页 |
| 4.2.1 Bargaining Power of suppliers | 第43-44页 |
| 4.2.2 Buyers’ bargaining power | 第44页 |
| 4.2.3 The threat of potential entrants | 第44-45页 |
| 4.2.4 Threat of substitute products | 第45-46页 |
| 4.2.5 Industry competition | 第46-47页 |
| 4.3 STP Strategy Analysis on feeds of the Linong Company in early stage | 第47-49页 |
| 4.4 The SWOT Analysis of the Linong Company | 第49-57页 |
| 4.4.1 Strength (S) | 第50-51页 |
| 1.Biological Fermentation Technology | 第50页 |
| 2.Flexibility of Small Enterprise | 第50-51页 |
| 3.Good After-sales Service | 第51页 |
| 4.4.2 Weakness (W) | 第51-52页 |
| 1.Low Output | 第51-52页 |
| 2.Family Business System | 第52页 |
| 3.Lack of Specialty in Purchase | 第52页 |
| 4.4.3 Opportunity (O) | 第52-54页 |
| 1.The Policy Dilemma that Small and Medium-Sized Enterprises Face | 第53页 |
| 2.The Increasing Demands for High-quality, Safe and Environmental Feeds | 第53-54页 |
| 4.4.4 Threat (T) | 第54-57页 |
| 1.Unstable Supply of Raw Materials | 第54-55页 |
| 2.The Development and Growth of Farms of Scale | 第55-57页 |
| Chapter Five Strategic Analysis and Selection | 第57-66页 |
| 5.1 The Strategic Target of the Linong Company | 第58页 |
| 5.2 The Business Strategy of the Linong Company | 第58-60页 |
| 5.3 The Functional Strategy of the Linong Company | 第60-65页 |
| 5.3.1 Product Strategy | 第61-62页 |
| 5.3.2 Purchasing Strategy | 第62-63页 |
| 5.3.3 Production Strategy | 第63页 |
| 5.3.4 Marketing Strategy | 第63-65页 |
| 5.4 Choosing the Development Strategy for the Linong Company | 第65-66页 |
| Chapter Six Conclusion and Expectation | 第66-68页 |
| REFERENCE | 第68-70页 |
