Dilemma And The Choice Of Strategy Of GT Wine Under The New Normal

At present,China's economy has entered a new normal of "three-phase superposition".Its economic growth has also entered a gear shift period.The economic structure has been transformed and upgraded continuously.The conversion of economic growth kinetic energy is also shifting,from factor input to innovation-driven.In the context of the new normal,all line of industries are facing brand new pressures and challenges.To proactively make strategical respond,and to formulate countermeasures scientifically to overcome difficulties can better help enterprises adapt to the requirements of the new normal development.As an industry who has just experienced winter season,the liquor industry still faces the difficulties of overcapacity,growth speed from high to low,and intensified competition after extensive adjustments.How liquor companies can respond to the impact of the new normal economy has attracted much attention under such a background.Based on the thoughts of the issues above,this article selects a representative traditional liquor company,GT wine industry,as the research object,and studies its dilemma in the new normal and its way out.The article adopts research methods such as literature research,case analysis,qualitative and quantitative combination and field investigation.First,the article introduced the new normal economy,the new normal state of liquor and the development of GT wine industry.Then,by analyzing the dilemma facing the GT wine industry under the new normal and its causes,it proposes a way out of the dilemma,by starting a contingency plan and implementing strategic transformation(Plan A),or maintaining the original strategy to make strategic choices for weak links(Plan B).Then using the balanced scorecard and analytic hierarchy process to evaluate the current strategy,it's estimated that the current enterprise can better develop towards the established goal(? = 82.01),and the current long-term strategy can meet the development needs of GT wine industry,there is no need to make a transformation,but the calculation results and target values of some dimensions are still different.Appropriate strategic choices need to be made to better promote the implementation of the current strategy(select Plan B).Finally,in order to explore the specific directions and measures for GT wine industry's strategy selection under the new normal,SWOT is used in this article as analysis tools to analyze its inside and outside,to form a SWOT optimization matrix for further discussion.On this basis,put forward GT wine industry strategy selection goals and orientation reasonably,and safeguard measures from the level of organization,culture,credit and personnel.The research results show that:(1)GT Wine's current strategy is able to promote the company's development well enough towards the goals established,therefore it's not necessary to initiate contingency plans to make strategic transformations,however,it is necessary to take corrective measures in strategic control,which is to make appropriate strategic choices to better promote strategic implementation;(2)Strategic evaluation is an important part of strategic control.The combination of balanced scorecard(BSC)and analytic hierarchy process(AHP)can calculate the weights and results of each target dimension in the strategic evaluation process more scientifically and accurately,it can reflect the performance of measuring enterprises more accurately;(3)By reexamining the internal and external strategic environment and using the SWOT combination matrix,it's concluded that GT Wine's current “Forward Integration + Market Penetration” strategy can remain unchanged,but a “Diversification + Product Development” strategy choice can be made to meet the supply the requirements of the times that structural reforms has put forward.Specific measures can be started from paying attention to product quality,creating “Healthy + Classical” high-end liquor;seizing the young group market,launching "Grading + Personality" series of new products,and making sure doing well in diversified layout to achieve "Profit + Reputation" synchronous harvest.It's hoped that the research and conclusions in this article can provide valuable reference for GT Wine Industry to break through the difficulties under the new normal,and also hope this research can provide learnable reference for other liquor companies seek development under the new normal.