Research On Competitive Strategy Of FSTH Beer Company

In recent years,the develop speed of Chinese beer industry is rapid,so the beer industry has become an industry in an open,highly competitive market.The industry enterprises are too many,and the competition is intense.Small and medium-sized beer enterprises always face the takeover,or the merger.Meanwhile,foreign beer enterprises are optimistic about the China market,and they continue to intensify its strategic layout and industrial expansion in the China to occupy a space in the beer market of China.With the maturing of the industry,there is increasingly high degree of homogeneity in these enterprises.Small and medium-sized beer enterprises within the industry strives for the survival,either to be merged or purchased by large enterprise,or to seek a way in which they can continuously develop themselves and improve the competitive ability of their own.In this paper,based on the present status of FSTH beer company and the industry background,the author analyses the macro environment and the micro environment of the company and uses the SWOT analysis method to elaborate the advantages,disadvantag,es,opportunities and threats of the company,and point out that the current strength and problem in implementing competition strategy of the company.On the basis of the above analysis,the author determines the direction of future development of the company,which is to develop differentiation competitive strategy for draft beer,such as product differentiation,channel differentiation,service differentiation and brand differentiation.Finally,the company needs to improve corporate culture,create a learning team,improve the organizational structure,offer stimulation measures and standardization management in detail,to ensure the smooth implementation of differentiation competitive strategy.This paper analyses the current situation and competition of the company to propose effectively differentiated competitive strategy.It not only points out the direction of the future development strategy of the company,but also provides a reference for other small and medium-sized beer enterprises in adopting competition strategy.