| With the rapid development of China's economy,the domestic wine market has also increased.Compared with the developed countries such as Europe and the United States,the Chinese wine market is still in its initial stage and the market potential is huge.The good development space makes the foreign wine enterprises enter a lot,the domestic enterprise competition is more intense,to win a place in the ever-changing wine market.In serious decline in high-end wine products and economic growth is slowing,market competition is intense,many companies ignore the importance of the strategy in its development and the scientific nature,lead to miss a lot of development opportunities,development or in trouble.Changyu company as the first domestic industrialization of wine production enterprises,has one hundred years of history,its brand influence and the scale of production is the industry leader in the domestic,but it is under the impact of imported wine as well as the national high tax burden of liquor enterprises double whammy,companies how to play advantage,make up the disadvantage in both opportunities and threats for feasibility plan also need specific analysis.The purpose of this paper is to establish and perfect the development strategy of Changyu company,and provide guarantee for the good development of its market.This paper summarizes and summarizes the theories related to development strategy,such as development strategy theory,PEST analysis and SWOT analysis,and provides theoretical support.On this basis,this paper analyzes the status quo of changyu company development strategy,including the development of the company internal and external environmental analysis,capacity analysis,core competitiveness analysis,etc.,in accordance with the enterprise's strategic goals,vision and mission,through the analysis of existing problems,under the company's existing strategy and based on the comparison of related theories,in line with the strategic choice for the development of the company,put forward the market development strategy,vertical integration strategy and diversification strategy,choose market development strategy and diversity strategy used to enhance brand awareness,enhance product competitiveness strategy.Finally,Changyu company development strategy implementation and safeguard measures,this article based on the choice of development strategy,from the main and auxiliary activities of value chain strategy implementation and safeguard measures are put forward. |
