Research On The Strategy Of Anhui Gujing Distillery Company Limited

Anhui Gujing Distillery Company Limited is a liquor enterprise with a long story in Anhui Province.With the slow growth rate of China's economic development,and a series of “prohibitions” was issued by Chinese government,which was ended up the “Golden Ages “of Chinese liquor industry,since 2012.These years,Chinese liquor industry is in a time of phase of adjustment gradually.With the adjustment of Chinese liquor industry,under the background of the increasing competition of the liquor companies,Gujing Distillery Company Limited as a famous liquor company in Anhui Province,the enterprise have to make a new development strategy as soon as possible.In the time of adjustment,the object of study in this thesis is Anhui Gujing Distillery Company Limited.Follow aside by the principle of development strategy,through researching of the literature and the studies,and the investigation of Anhui Gujing Distillery Company Limited;Apply with the Michael Porter's Five Forces Model,PEST Analysis,SWOT Analysis,which is to make an in-depth analyze from the external microscopically environment(from the part of macroscopically economic environment,liquor industry environment,the competition structure of the liquor industry),and the internal environment(from the part of the environment of human resource,environment of liquor marketing,the ability of research and development,the resource of finance ability)of Anhui Gujing Distillery Company Limited.According to the analysis,the thesis make a deep analyze of the company's the strengths,weakness,opportunity and threats,finally give suggestions about the development strategy and possible implementation measures for the development strategy.The analysis of Anhui Gujing Distillery Company Limited's development strategy will give a specific way of development for Anhui Gujing Distillery Company Limited,and give the liquor enterprises in Anhui Province an example to the upgrading and transformation strategy.