Gsk Wine Liquor Business Strategy - To Shuijingfang Wine As The Leading, High-end Liquor Market In Rio Tinto

The winemaking industry, which is the perfect combination of the history and the modern times, is a traditional industry with a long history. After the emergence of the Chinese spirit distillation industry six hundred years ago, the Chinese spirit enterprises, which has been used to the long traditional culture, has felt the more violent friction of the tradition and the modern. Being confronted with the continual changing consumption habits and the more and more violent market competition, many famous spirit enterprises have chose, or are adjusting their management strategy. Among them, the management strategy of the QuanXing alcohol Ltd., probably will enlighten us its the strategic planning of the other enterprises in the traditional industry. Relying on the theory of modern enterprise strategic management, the author restricts the research in the future management strategy of the QuanXing alcohol Ltd., ----adjusting the structure of the products, that is to depend on the alcohol of Swellfun brand to develop the spirit market of top grade quality. The author fortunately had made practice and research in the QuanXing alcohol Ltd., and the Swellfun of ChengDu Ltd., from July, 2001 to August, 2001, and in which I got the primary information of the enterprise's development plan. After that, by means of the enterprise's announcement and so on, I acquired the latest information and ultimately collected all the basic element for my paper. This paper, through the concrete analysis of the development strategy, obtains to a series of instructive conclusion, with the aim of supplying the other traditional consumable enterprises with the suggestion on strategic aim, competitive strategy and the functional strategy choose.This paper is consisted of four parts:Part One: The review on the theory of the enterprise strategic management. It mainly contains the first chapter. And it is the theoretic basis for the following analysis. Part Two: The research on enterprise strategy --- the analysis of the internal and external environment. It mainly contains the second, third and forth chapter. And it refers to the macro economic situation with its influence on the spirit industry; the situation and feature of the development of the spirit industry; the analysis on the situation and structure of competition in the sale market of the spirit. Finally it applies the SWOT analytic system to the research and comes to the conclusion of the opportunity, threat, superiority and inferiority of the QuanXing alcohol industry. Part three: The strategic plan for the enterprise. It mainly contains the fifth, sixth, seventh chapter. And it regards to the analysis and estimation of the option of management strategy of the QuanXing alcohol Ltd., the establishment of the competitive strategy and the functional strategic planning.Part four: Conclusion. In the eighth chapter, as far as the strategy and relative policy, that is to depend on the alcohol of Swellfun brand to develop the spirit market of top grade quality, is concerned, the author offers the conclusive evaluation.