Study On The Differentiation Strategy In Loulan Winery Co. Ltd

Loulan Winery,as the oldest winery in Xin Jiang,faces an increasingly fierce market competition and the occupation of the market by major wineries in economically developed regions.It has always been a good name,and the development of wineries is facing an important barrier to break through the bottleneck.There is an urgent need to develop a competitive strategy that is scientific,rational,and pragmatic,to win market competition.The differentiation strategy can play a key role in the emergence of manufacturing enterprises from the homogenization of severe and severe market competition.It is of practical significance to study the development strategy of Loulan Winery by means of differentiation strategy and to obtain competitive advantage for SMEs.This paper analyzes the internal and external environment of Loulan Winery,uses SWOT combination analysis method and Porter's “five forces” model to analyze the current advantages and disadvantages of Loulan Winery and the opportunities and threats it faces.A guiding development strategy that seeks to break through the bottleneck.In order to achieve this goal through optimization strategy,this paper analyzes and selects the four aspects of product differentiation,brand differentiation,service differentiation and channel differentiation through field research and analysis and gives specific suggestions.By applying the differential strategy research to the strategic research of Loulan Winery,it is of theoretical and practical significance to guide the winery to stand out from the homogenization competition and win the competition.It will maximize its unique quality and culture for the same-scale winery in Xinjiang.Winning competition and achieving sustainable development have certain reference value.