The Strategy Research Of Wuliangye Group Co.,Ltd Under The Industry Dilemma

In recent years,the liquor industry has been a clear adjustment within the liquor market structure,consumption patterns,sales channels have undergone important changes for the liquor business has put forward the development of new challenges.Among them,Wuliangye Group as an important enterprise in the liquor industry,in the liquor industry adjustment in the total profit and profitability and other business indicators fell,and with the liquor industry leading enterprises Maotai Group gap widening,caused by The community's wide attention.In recent years,the liquor industry has been a clear adjustment within the liquor market structure,consumption patterns,sales channels have undergone important changes for the liquor business has put forward the development of new challenges.Among them,Wuliangye Group Co.,Ltd as an important business in the liquor industry,in the liquor industry adjustment in the total profit and profitability and other business indicators decline,and with the same liquor industry leading companies MaotaiGroup Co.,Ltd gap widening,has aroused widespread concern in the community.The paper is divided into the following seven parts:The first part is the introduction part of this article,expounds the background and significance of the article,as well as the general idea of the article and the method used,clarified the innovation of the article,and put forward the shortcomings to be improved.The second part analyzes the external environment of Wuliangye Group Co.,Ltd,including the macro environment analysis of liquor industry and the competitive environment analysis of liquor industry.The third part analyzes the industrial competition environment of Wuliangye Group Co.,Ltd by using the Porter analysis model.The fourth part uses SWOT analysis method to analyze the competitive advantage of Wuliangye Group Co.,Ltd,including the competitive advantage,disadvantage,opportunity and threat of the group.Finally,SWOT comprehensive analysis is carried out,and the enterprise should adopt ST strategy.In the fifth part,based on the internal and external analysis results of Wuliangye Group Co.,Ltd,the competitive strategy of Wuliangye Group Co.,Ltd is proposed,which is divided into strategic choice and strategic choice.The sixth part discusses the implementation of Wuliangye Group Co.,Ltd competitive strategy,including expanding sales channels,strengthening product development,changing the concept of employing people,strengthening financial operation and building brand culture.The seventh part is the conclusion,expounds the significance of the paper,innovation,research methods and article conclusions.This paper analyzes the competitive strategy of Wuliangye Group Co.,Ltd,including competitive advantage,strategy formulation and strategy implementation.Finally,the conclusion is that although the liquor industry has experienced cold industry in recent years,liquor enterprises There is a certain development dilemma,but Wuliangye Group Co.,Ltd has a long history,deep cultural heritage,but also has excellent brewing technology and high brand value,so Wuliangye Group Co.,Ltd should take the competitive strategy is to play their own advantages,To stop large-scale expansion of enterprises,cautious face industry cold winter.Specific performance: high,medium and low-end liquor to implement differentiation strategy,and to take the target industry and focus strategy.Through the expansion of sales channels,strengthen product development,change the concept of employment,strengthen the financial operation,the construction of brand culture,etc.to protect the implementation of competitive strategy.