Research On The Development Strategy Of TH International Winery In Rushan City

In the past ten years, with the coming era of popular leisure tourism, the consumption pattern of Chinese consumers has witnessed a great change. In this condition, wine winery,as the wine production and leisure tourism destination, gradually becomes a uprising consuming sites. The rapid development of the winery has become a tendency. In this case,from the plantation of grapes to the wine production, the leisure product design to the marketing mode, homogenization caused by imitation from each other is obvious, which is of no benefit to the Chateau’s long-term development.This paper takes TH International Chateau as an example. First of all, it uses PEST analysis, analyzing the winery in the macro environment from the political, economic,social, technological and other aspects. And then it uses the Five-force Model, analyzing business environment from the bargaining power of suppliers and buyers, potential competitors’ entering ability, the ability to substitutes as well as the competition ability of industry environment. It concludes what kind of opportunities and threats is TH winery facing. After that, it brings the introduction of the development course of TH winery,organization, business types and human resources, with the comprehensive analysis of the Chateau’s internal basic activities and support activities and obtaining the advantages and disadvantages of the internal environment of the winery. Subsequently through the SWOT analysis and Boston matrix analysis, the paper proposes overall strategic target, strategic positioning, strategic principle and strategic choices. What is more, it takes the implementation by the stages of integration,restructuring and brand expansion.In this paper, the TH winery should actively explore the market space as well as strengthen the core competitiveness as the main direction. At the same time, it should also make up for the disadvantages in business model and marketing, turning unfavorable factors into favorable factors. As to the wine apartment business and tourism business, we should adopt the development strategy while take conservative actions as to the private vineyard operations. The paper proposes that it should adopt a combination of internationalization strategy, integration strategy, diversification strategy, innovation strategy and so on, establishing core competitiveness and achieving strategic breakthrough.In the wine industry in China, the emerging winery has a larger gap in terms of popularity and reputation. Therefore, the conclusions of this paper can provide reference for researches on new winery development, helping them to take fully advantage of theirstrengths and achieve long-term development.