Consumption Transition Development Strategies For Fenjiu Group

Since 1978, the liquor industry has been great developed with the continuous development of China’s market economy and the gradual improvement of the food production. In recent years, growing competion between the liquor enterprises, and the country of some policies have adverse factors for the development of liquor industry. Especially in 2012, under the influence of plasticizer event, prohibition, liquor-making industry is facing more serious challenges. Therefore, liquor-making enterprises must change the traditional management idea, management strategy, suitable for their own development efforts to explore in macro environment and the fierce market competition to regain vitality, win the long-term survival and development.Father is known as the "scent" brand of shanxi fenjiu has a massive cultural connotation and long history, from beiqi wu emperor to after the founding of the national five times to review the wine obtained "national wine" the glorious title, fenjiu has irreplaceable exalted status in people’s heart. During 993-1998, fenjiu performance had lasted six years in the beverage industry in China is the first, is worthy of the name “Fen eldest brother”. But the market share declined from1998. Analyzing the reasons of the decline, and making some suggestions for it is a problem urgently to be solved.Firstly, this paper explains the development of corporate strategic management theory and the development trend. Secondly, the development of shanxi fenjiu group were introduced briefly, and find out the shortcomings in the course of development strategy. Thirdly, combining the enterprise strategy theory and the actual situation, in liquor-making industry macro environment, using the SWOT analysis of shanxi fenjiu group’s internal strengths and weaknesses, the external opportunities and threats faced by analysis, it is concluded that fenjiu group’s overall strategic positioning. Finally, according to the results of the analysis, to determine the fenjiu group brand support strategy, technology innovation strategy, product strategy, channel strategy. Combined with the overall strategic plan of shanxi fenjiu, in view of the actual situation, proposed direct sales model, network, electrical business model, a bulk distribution model, such as several new marketing model, to support the smooth implementation of shanxi fenjiu strategic plan.