Research On The Competitive Strategy Of JYC Liquor Company

In recent years,the Chinese liquor industry had gone through different development stages from the rapid development phase,then the slow-moving adjustment phase to the last recovery and upgrade phase.The developments of most small and medium-sized liquor enterprises were facing multiple pressure and difficulties,due to the increasing and intense competition within and between liquor industries.However,with the rapid development of the Internet and other modern science and technology,the consumption structure has been constantly transformed and upgrade,the liquor industry has ushered in new development opportunities,and liquor enterprises are ready to develop.As a regional liquor brand in Lunan region of Shandong Province,JYC liquor company were facing how to use its own resources and cope with the external environment to enhance competitiveness,and how to survive and win in the fierce competition in the liquor industry under the new situation are all urgent problems that companies need to solve.This dissertation focused on the selection,formulation,and implementation of JYC Liquor Company's competitive strategy used by a variety of models in-depth analysis and discussion,based on the development environment of the liquor industry,the development situation of JYC over the years and the basis of enterprise strategic management.The framework structure arrangement of this study showed that five layers.Firstly,we set the research objectives,by the development status of the liquor industry through the research background,the basic theory of strategic management,and the research status at home and abroad.Secondly,the influencing factors of the external environment of JYC wine company were analyzed,the macro environment of the company's development was analyzed by PEST Model,and the industry and market environment were analyzed by Michael Porter's Five Forces Model,and then the key external factors affecting the company were quantitatively reflected by the External Factor Evaluation Matrix(EFE Matrix).Thirdly,the Internal Factor Evaluation Matrix(IFE Matrix)was obtained by deeply analyzing the internal environment of JYC liquor enterprises from the perspective of resources and capabilities.Then,the SWOT Matrix and QSPM Matrix were combined to select and formulate the optimal competitive strategy of JYC Company with qualitative analysis and quantitative analysis.Finally,specific measures were made to ensure the successful implementation of the strategy according to the operating reality of JYC Liquor Company.