Reaserch On The Development Strategy Of YP Company

In the next few years,with“the 13^th Five-Year plan”formal setting sail,the China's society and economy will get breakthrough,the living conditions and consumption levels of the people will be improved accordingly,which will greatly promote the growth of the demand for wines.Meanwhile,fueled by“the Mobile Internet Thinking”,the application of IT will also innovate unceasingly which will bring significant opportunities to the liquor e-commerce enterprises.As a newly started wine company,YP has struggled in the competitive industry because of the lack of resources.How to make use of external chances and internal strengths to generate sustainable development strategies for YP has been a serious problem and became the research emphases of this paper.This article collects the information about the wine industry and YP company by the means of literature,interview,data analysis,questionnaire and expert-consulting.Then within the theoretical framework of the modern strategic management system,the thesis uses the PEST method,Michael Porter's Five Forces Model and SPACE matrix to analyse the inner and exterior environments and summarize the internal and external situations of YP.Based on that,the paper establishes the strategy which YP company should adopt at the present time.The study reaches the conclusion that YP can acquire a large development by adapting backward integration strategy first,horizontal integration strategy second,product development and market-penetration strategies third.Besides,the essay also develops a series of strong measures to ensure the smooth implementation of YP's strategic planning.Finally,the author hope the paper not only draw a blueprint for YP's development,but also give the domestic wine companies some idea of strategic planning.