Research On The Management Of KweiChowMoutai Franchiser

Wine plays an important role in Chinese traditional culture with its long history and world-wide fame.Wine industry has meet huge development opportunities while has confronted fierce competitions in and out the industry with the development of Chinese economy and consumer level.Moutai,with its high quality,decent taste and long history,ranks high in the wind industry and has won the name of National Liquor.Besides,its uniqueness and high profits make Moutai the focus of public.Thus Moutai has to fight a tougher battle with other brands in competition.It is impossible for Moutai to leave out franchisers from producers to consumer for franchiser is an indispensible part in producer’s strategy and plays an important role in maintaining advantages in competition.Then choosing the right franchiser and making an efficient management is of great importance to the development of the enterprise.The author finally decides the necessities and thoughts of writing by starting with the wine industry development and collecting literature material in relation to choosing and managing franchiser.For the choosing and managing franchiser,first of all,it requires the enterprise to form a deep understanding about the own brand and surrounding environment and then to clarify the unique demands for the franchiser.Based on this,the thesis makes a detailed analysis and introduction about Moutai enterprise culture and its product.Then by analyzing its current surroundings,the author finds the difficult and important points in Moutai’s marketing,which helps find the parts require improving and make the author propose his method of choosing and evaluating by combing both theories and practical problems.For the management of Moutai franchiser,the author mainly analyzes its price control,supply quantity and branding communication in which the Moutai self-run store is cited as a unique example to prove its efficiency.Besides,the author makes an introduction and summary about Moutai’s managing experience and evaluation system,which are scientific and practical and worth referring to.But because of the complicity of the market and limitation of cognition,the research on Moutai’s franchiser management can not be perfect.The author sincerely hopes that readers can come up with precious ideas.