Jiangan City Liquor Industry Development Research

The market environment of our country each industry in the most intense competition is the liquor industry, in recent years the CCTV advertising can be seen some cases. The liquor industry has a number of enterprises, advertising investment is large, difficult to control channels and other characteristics, enterprises face a more difficult problem is complex (illegal small winery, fake rampant etc.). In such a complex environment of marketing strategy and channel strategy is very worthy of study and analysis. But China’s small and medium-sized enterprises are confused with the spirits of modern often environment, operating conditions there are different degrees of difficulty, want to find a can make the enterprise walks out of predicament, move toward benign formal development road.Only by grasping the main market of liquor laws, enacted to deal with various solutions to problems, active participation of market competition is the way out of the liquor business. So the study of China’s liquor industry, for a typical business analysis, can draw some useful things. In2008, provincial Party Secretary Liu Qibao first proposed to make full use of the resources of Sichuan liquor be richly endowed by nature, to promote the construction of the " Chinese liquor Golden Triangle ". In March23,2012, Sichuan Provincial Committee through a letter published Sichuan Province liquor industry " Twelfth Five-Year " development planning." Twelfth Five-Year Plan " period, Sichuan Province will strive to promote Yibin, Luzhou core area development, its construction will become the throughout the country’s important liquor production base, build Wuliangye1hundred billion enterprise, Yibin, Luzhou2liquor billion industry base. Yibin puts forward to want to dance " Chinese liquor Golden Triangle " bibcock, build hundreds of billions of liquor industry cluster. County of province, city to develop the positive response to the call of liquor industry, actively use its at Chinese liquor gold triangle " region of core of area advantage, accurate positioning of the liquor culture, unique technical style, by using modern technology to upgrade traditional advantage of liquor industry, accumulate the development of liquor industry in the various elements, and actively improve the chain of industrial development, liquor pillar industry continued to grow, county is working to liquor industry training to become a new economic growth pole, and in order to promote the county’s agricultural industrialization, realize industry span type develops. Based on the liquor industry has done a detailed analysis of the strategy, but also through the liquor brand and national brand of similar comparative analysis, obtained the development of liquor industry a few feasible road.So the thesis will focus on the liquor industry the scale of production, brand development environment consumption market, channel current situation undertook brief analysis, find out the existing problems in the development of liquor, liquor industry chain from the basic connotation, construction basis, essential characteristics, brewing raw materials and materials selection, process innovation, production and processing, sales auxiliary chain links, each link analysis and Research on the development of liquor industry, put forward the countermeasure proposal.