Competitive Strategy Research Of China Resources Snow Breweries

Into the21st century, competition among countries is increasingly reflected in competitionbetween enterprises of the two countries.The competition among enterprises, with emphasis on competition in the corporate strategy level.Corporate strategy with long-term, global characteristics. Corporate strategy determines the speed of the development of enterprises, the quality of development, growth prospects, and the length of life.China Resources Snow Breweries (China) Co., Ltd.(hereinafter referred to as China Resources Snow) was founded in1994and headquartered in Beijing, China, is a manufacturer of operating national professional beer company. In2012, the company beer sales of1064million liters of national sales for seven consecutive years. Currently international beer companies fully into the domestic beer market, coupled with the national improvement of living standards, the rapid growth of the domestic high-end beer, low-end beer competition heating up. In this condition, China Resources Snow profit margin of nearly25%in the past few years, slipped to less than10%in the current long-term adherence to the use of low-cost strategy, which in the past are no longer applicable, must seek strategic upgrade or transition.In this paper, I use the PEST analysis method and five forces model analysis method on China Resources Snow for the domestic macroeconomic environment and the enterprise’s industry environment in-depth and systematic analysis of. Analysts believe that the domestic macroeconomic environment (including political, economic, social and technological environment) remains generally favorable to the development of the beer industry, but the fierce competition within the industry. Beside the analysis of the external environment of China Resources Snow, through the SWOT analysis, conclude that the company has an advantage in terms of product innovation, production capacity, market share, capital, profit, high-end brand, the western market presence of more big inadequate.Comprehensive domestic macroeconomic environment, competition in the beer industry, as well as China Resources Snow’s own conditions, this paper analyzed the future China Resources Snow in the high-end beer consumption, the South China market, central market there are more opportunities in the Northeast market, facing the North China market fromthe enormous threat of domestic and foreign beer.Finally, China Resources Snow strategic recommendations for the next five years, mainly from blindly rely on low-cost strategy shift to low-cost strategy to consolidate and expand the share of low-end sales, through differentiated strategic breeding of high-end brands, improve product margins.