Shaanxi Yuhua Wine Business Positioning Research

In the fierce competition liquor market, under the background of the scale, How to locate and develop become the urgent matters to Shaanxi Yuhua wine Co., LTD that as a medium-sized liquor enterprise.This article takes the Shaanxi Yuhua wine as the research object, summarizes the management theory of localization. The author design a set of projects that including strategic orientation, product positioning and brand positioning, which from strategic level to operation level after the SWOT analysis.According to the industrial structure and market segments characteristic, the thesis thinks that the Yuhua wine should choose target concentration strategy and diversification strategy at first, then expand the production scale and improve liquor class.lastly, the article advices the Yuhua Wine accurate position after local cultural features research, choose corresponding brand strategy and implement.