Research On The Strategy Formulation Of FG Distillery Under The New Normal Conditions

In the past three years, the liquor industry had been at the cusp of public opin ion and the industry development also had been in the domestic trouble and foreign invasion; drop, loss, withdrawal, bankruptcy, restructure are the most popular keywo rds. In 2012, the China Central Government introduced the "eight provisions" which had ended the "golden ten years" of the Chinese liquor development. Now, the liquo r industry have some serious problems with overcapacity、hidden danger、 the slowing of the macro economy growth and other factors make the liquor industry into the" freezing point "and in the" winter ". The FG distillery as the second-tier leader of th e Sichuan liquor industry who place oneself among them can not keep out—-this is the new normal of the China liquor industry.This paper is under the background of the new normal,taking the strategic choi ce of FG distillery as the research object and taking the strategic adjustment of the 1 iquor industry as the frame of reference, and integrated use of Porter’s five forces, PEST, SWOT and other tools of strategic analysis, to make the in-depth analysis and the improvement optimization of the FG original development strategy. The purpose of the study is that based on the theory knowledge of the strategic management and the research of the industry prospect that hope to be able to find the root of the pr edicament which FG distillery has now, and to find a best solution to construct a ne w set of strategy development system which including overall strategy, competitive st rategy and functional strategy. This paper uses the statistical analysis, index research methods and strategic design research theory,strategic capability-competitive strateg y theory.The full paper through the application of PEST, five force model and the intern al resources theory make a in-depth analysis from the external macro environment to the internal resources environment of FG respectively, and provide the basis for esta blishing the development strategy of FG distillery. In the analysis of the development strategy and the defects which existing in FG distillery, and make a comprehensive analysis of SWOT, finally draws the conclusion:The FG original strategy is not mee t the requirements of the wine new normal,there is need to build a new company st rategic system,should shift the overall strategy from the high-end Well-known to the public Ordinary proposed to build the Chinese liquor health model and the fashion model of vision. The competitive strategy is make the differentiation competitive strat egy as the core, the implementation of cost leadership strategy and market concentrat ed strategy, comprehensively implement the six big functions include internal manage ment, human resources, finance, marketing, technology innovation, Electronic Business and the internationalization, then work together to build up a new FG strategy syst em. And through the internal management corresponding to the function strategy and the other six major strategies to implement the security measures to ensure the impl ementation of the company’s overall development goals, and make the enterprise deve lopment off again. This strategy not only gives a right development direction for FG distillery, also provides a reference to the strategic transformation of the liquor ind ustry which is in the crisis.