Study On The Development Of The Wine Industry In Huanren, Liaoning

China is the big country of alcohol production and consumption. But comparewith the consumption of liquor and beer, the consumption of wine is always lower.Average consumption of wine in China is only1/9of the world’s. The old custom ofdrinking will change with people’s income rising and the growth of awareness ofhealth. So the wine industry has great potential. It is a sunrise industry. Huanren fits todevelop the wine industry very much because it has a unique natural resource andgood foundation. To develop the wine industry not only can improve value-added andfarms’ incomes but also be benefit for adjusting agricultural industrial structure andpromoting the development of county economic in Huanren.Based on the theory of management, regional economics and industryeconomics, this paper does some research on the development of the wine industry inHuanren. Firstly, the paper analyses the current situation and the tendency of the wineindustry at home and abroad. Secondly, using the analysis method of SWOT, thepaper researches on the strengths, weaknesses, opportunities and challenges of thewine industry in Huanren. and then gives strategic choice. Finally, the paper givessome suggestions to promote the development of the wine industry in Huanren. Forexample: strengthening the government regulation ensure the steady development ofwine industry; To speed up the implementation of industrial cluster drives thedevelopment of enterprises on the industry chain. Let the production of ice wine to bethe emphasis. It need to product different wine and cultivate the core competitivenessof the wine industry; It also need expand consumer groups through the introductionsof medias. The paper at last suggests that it should implement the brand strategy andenhance brand awareness.