Study On Development Strategies For China Liquor Brew Industry Based On Analysis Of Guizhou Maotai Liquor Distiller Co., Ltd

The paper based on Liquor industry’s present development, to recite Kweichow Maotai wines In the high-end liquor an object of study. It analysis and evaluates Maotai company Strategic design depend on its internal and external environment, and bring up the Strategic design’s Security measures, so as to Direction for Liquor industry’s development. Finally it brings up Research prospect. Each chapter and sections’Content is as follows:The first chapter is a preface. It is research background, construction, content and Method. The Research significance of the paper is that:research of Wine country Maotai wine is very important, also is advantageous to Liquor industry in our china. So it has theoretical and actual significance to research Kweichow Maotai wine’s development Strategic.The second chapter is a review of Strategic management theory, and it is Theoretical basis of the full text. The text gives Core competence a definition, and it distinguishes between Strategic management. The conclusion of the study is as follows:industry Strategic is the embodiment of thought and it is the fundamental problem for company’s.existence. Strategic management is a dynamic process, including the development and implementation of Strategic. Strategic management theory in abroad based on The theory of economy and management, also including the theory of industrial organization, Portfolio theory, Game theory, Principal agent theory, Transaction cost theory, an so on. It sprouted before1950s, to have Progressive development in1960s-1970s, to flourish in1980s-1990s. Enterprise strategic management theory’s development in three stages:The early stage of strategic thought in1920s, Classical strategic stage in1960s, and Competitive strategy theory stage in1980s.But Competitive strategy theory stage is divided into industrial structure analysis stage and the theory of core competence stage. Strategy formulation of an industry should base on Advantages of resources and unique ability. So Strategy formulation of a industry should based on Core competence.The third chapter is internal and external environment of Kweichow Maotai wine and Assessment. Content is as follows:At present, competition of Liquor market is between domestic enterprises, and the competition is very service, including Brand building, Marketing strategy,Quality process, Liquor culture, and so on. Kweichow Mountain wine is faced with Opportunities and threats. From external environment of Kweichow Moutai wine, it occupies the high-end market position from beginning to end. Liquor culture is no influence our economic development. Maotai wine’s development Overall benefit.The forth chapter is internal environment of Kweichow Maotai wine and Assessment, including Financial status, Market position, Organizational culture, Value chain and Assessment. Content is as follows:From internal environment of Kweichow Maotai wine, Maotai wine is benefit for its Geographic location, Production environment and Production process. Accumulated over the years, Maotai wine becomes a tap of the high-end liquor, and to set up a separate flag Liquor market. The Geographical isolation puts Maotai wine in an inferior position. In a word, Maotai wine’s Good quality and brand Constitute a powerful competitive advantage, but Geographical isolation Limits its size. So Maotai wine takes Multi brand strategy break through the Geographical isolation.The fifth chapter is Maotai wine company’s development strategy research. It brings up Maotai wine company’s development strategy design and Security measures using Analysis method. It analyzes Maotai wine company’s advantages and disadvantages, Opportunities and threats. So we bring up Strategic objectives Maotai wine company is Volume control prices Volume up, and Develop of series of brand. Secondly, it must build core ability and the integration of industry value chain. it’s a guarantee. Maotai wine company’s core ability building must depend on its Scale expansion. Finally, we bring up Moutai wine company’s Strategy implementation details based on its Research and development, purchase, procreation, Marketing, human resources, also give Security measures.The sixth chapter is the conclusion of the study and research prospect. Content is as follows:first, Maotai wine company’s Production environment makes it Become a high-grade liquor, and lays a foundation for its development of high-end strategy. Second, Maotai wine company’s internal and external environment is benefit for its development. Third, Strong market demand and limited production makes it Take the volume control prices strategy. Forth, Maotai wine company’s strategy must maintain product quality, expand of information technology and enhance the quality of human resources to Support it development. The problem for further study is that how to improve the quality of products and Matching products for further competitiveness Improving.The paper’s main contributionFirst, topic is new. From Related documents, Lack of dissertation focus on Maotai wine company combined Enterprise strategy. Second, Research of ideas is innovative. The text from the view of Moutai Company’s internal and external environment and Business strategy design and using Theory and case combination sum up and refine previous experience. Third, Research and perspectives are innovative. The paper combines liquor industry and Maotai wine company in-external environment, and bring up Maotai Company’s Strategy plan. Deficiency is that limited time and information makes be lack of quantitative analysis for Maotai Company’s strategy design.