Research On The Strategic Management Of Qinchi Distillery

In recent years,with the economic situation changes and national policy adjustments,coupled with the previous years,excess liquor production capacity is difficult to quickly digest,most liquor business marketing data continued to decline,some enterprises have emerged difficulties,small liquor enterprises will be Out of the liquor industry has entered the depth of the adjustment period has become an indisputable fact inside and outside the industry.In this paper,the paper analyzes the strategic management of Qinchi Winery,And put forward the corresponding countermeasures to solve the problem.Based on the theory of strategic management and the theory of game analysis,this paper analyzes the status quo and problems of Qinchi Distillery's strategic management,draws lessons from the successful experience of domestic liquor manufacturers,and points out that the problem of strategic management of Qinchi Distillery is mainly reflected in the fact that the product is not rich,Marketing effect is poor,lack of talent,a single brand problem.Through the game theory based on the complete information static game theory,the game between the Qinchi Distillery and similar enterprises,the potential entrants,the game of substitutes,the game of the downstream customers,the game of the upstream suppliers,and the problems of the external market competition strategy.Qinchi Distillery development between the different products of the game,different marketing tools between the game,different human resources strategy between the game,the game between the different brands identified Qinchi internal strategic management issues.The main reason:product development is not in place,over-reliance on old employees,lack of talent recruitment,lack of personnel training,a single brand of old thinking business model.In this regard,this paper puts forward the specific suggestions,mainly to improve the company's human resources strategy management,such as strengthening the recruitment of R & D personnel and training,increase sales of highly educated graduates;rich liquor products,and to speed up the mid-range The pace of development of wine enterprises;put forward the optimization of performance appraisal program,adjust the idea of sales staff,to develop the staff to mobilize the material program and spiritual supply;effectivefollow-up television media advertising and a series of recommendations.Through the research of this paper,hoping to provide reference for similar enterprises in liquor industry,which is beneficial to the new development of Chinese liquor industry.In addition,the further application of the complete information static game theory.But there are still some problems,due to my limited knowledge and time hasty,the text of the analysis and recommendations inevitably have errors and shortcomings.