A Research On Competition Strategy Of Xinhanwei Wine Company

With the improvement of economic level and the change of consumption habits,the yellow rice wine industry ushered in the "second spring",the competitive situation is very fierce.Xinhanwei is a small company on yellow rice wine sales,in the past two years,the company’s sales performance is good,but as the competition become intense,there are problems such as cost of manpower resource is rising,numerous rivals,vague competitive strategy,limited customer level,small sales area,etc.,the company is facing more challenges rather than opportunities.In order to achieve long-term and sound development,Xinhanwei wine company must make a new competitive strategy according to the market environment,competitive environment and its own actual development situation.This article mainly around those problems,and refer to a lot of important theories and documents,the paper established on the basis of relevant theories,analyze internal and external factors such as the full understanding of Xinhanwei,the market and competition environment,the use of strategic groups,five models,competitors,analyze the company’s internal and external challenges and its competitive strength,evaluate and analyze the company’s position in the industry and its advantages and disadvantages based on QSPM analysis tools,analyze the project so as to readjust the existing business strategy,adopted the Blue Ocean strategy to divert the current dilemma and difficulties faced by the company,through the improvement of traditional brewing methods and withdraw from regional exhibitions,reduce labor costs,increase mechanized production lines,boost advertising and marketing,expand sales areas,rebuild a good brand story,highlight health effect,innovate packaging,integrate new retail ways,seek cross-border cooperation to break the sales boundary of yellow rice wine,produce more yellow rice wine products in line with consumer demand,explore new ways of value growth.In this process,by means of establishing an efficient senior management team,optimizing the performance system,improving the user experience,enriching the marketing means and upgrading the talent guarantee mechanism,laid the corresponding guarantee and foundation for the full implementation of the Blue Ocean strategy.Through the study on the Blue Ocean strategy of Xinhanwei wine co.,LTD.,we hope to achieve a steady growth of profits and improve competitiveness of the company,and provide some references for the transformation process of small and medium-sized or micro businesses like Xinhanwei wine co.,LTD.,so as to improve their competitiveness.