Research On Focused Differentiation Strategy Of YQH Winery

As a new little family Winery in Xinjiang,on the one hand,YanqiHong Winery Co.,Ltd.(YQH Winery)is a faced with a myriads of changes in the external environment,the increasingly fierce market competition threat.On the other hand,it is a serious shortage of resources and its comprehensive strength is too low,which make the winery to survive the difficulties.It is urgent to study and formulate appropriate competitive strategies for sustainable development of the company to plan each step of the winery.This thesis takes YQH Winery as the object of study in focused differentiation strategy.Firstly,it examines the macro environment the company situates in with the tools of PEST and the Five Forces Model.It tries to find out the chances and threats the company faces.It also endeavors to make clear the advantages and disadvantages in the internal environment of the company.Secondly,with the methods of IE analysis and five general competition strategies model,the thesis makes a comparative analysis of competitive strategies for YQH Winery with the QSPM.The analysis suggests that focused differentiation Strategy is an inevitable choice.Thirdly,the thesis evaluate strategy implementation effect in the light of winery operation efficiency,customer value realization,and winery internal operation efficiency.From the survey result,it is found that the focused differentiation strategy effectively improves YQH Winery operation performance.Through the research on focused differentiation of YQH Winery,the discussion is not only have theoretical and practical meanings for the YQH Winery,but also shed lights its unique quality and culture,and achieve sustainable development has a certain reference value like little wineries in Xinjiang.