A Research On The Inter-district Competiveness Of White Spirite Industry In Sichuan Province

For a long period of time, wine has been the favorite drink for all the Chinese people. White spirit industry, with independent intellectual property rights, is not only characterized as unique and competitive industry, but also has been one of the important industries in Sichuan province. Benefit from centuries-old brewing history, unique advantage of regional brewing resource, upstanding supply of raw material and regional consuming atmosphere and relatively loose local industry policies, white spirit industry of Sichuan province has been occupying an important position among more than thirty provinces and autonomous regions nationwide. Especially, since the end of last century, represented by WuLiang Ye, large amount of wine companies has successfully promoted several top-grade wine brands and established market position in national top wine market through on account of abundant resources and outstanding market sensitivity to carry out timely response and adjustment. Therefore, the regional competitive force was large upgraded among all white spirit industry in Sichuan province.Presently, domestic research on white spirit industry is quite a lot, however, the current researches are mostly scattered including the following three parts: the first one is on the brewage techniques and skills; the second is on one or one type of wine companies particularly; the third is on one part of whole white spirit industry in China such as marketing modes, brand development, current situation of white spirit industry and developing trend. Whereas, the research on competitiveness between national regions of one regional white spirit industry is not seen a lot. Especially, the literature of research on white spirit industry through applying industrial economics and industrial competitiveness is very rare.The thesis aims to construct a region's competitiveness evaluation index system on white spirit industry and study the competitive position of white spirit industry in Sichuan province among all the provinces national widely from the perspective of regional industrial competitiveness. Using SWOT Analysis of Strategic Management, the author analyzed the internal strengths and weaknesses of white spirit industry in Sichuan province, as well as opportunities and threats due to external environment changes. Based on the SWOT strategy adaption, the author brought forward practical strategies and measurements to further develop the competitiveness of Sichuan province's white spirit industry among all the national provinces, which provides decision-making foundation for local government and industry association.In summary, the thesis includes the following seven chapters:The first chapter briefly introduces the background, objective, significance and current situation of this research.The second chapter summarizes and defines the connotation and classifying basis of regional competitiveness and industrial competitiveness. Meanwhile, the differences and connections of three interrelated concepts---regional competitiveness, company competitiveness and industrial competitiveness—are introduced. Besides, the author sums up the origins of industrial competitiveness, and thereby establishes the theoretical foundation for the whole study.The third chapter illustrates the development condition of Chinese white spirit industry from the perspectives of definition, position, and output, price, profit of white spirit industry, as well as odor types, degree of alcohol and regional distribution.On the basis of induction and learning from other predecessors'relevant research, the fourth chapter first introducs the concept and content of competitiveness of regional industries and the basic characteristics.And on regional industrial competitiveness of the broad, narrow,personal points of view is brought forward. And then introducs the research on influencing factors and evaluation of regional industrial competitiveness at home and abroad.Finally, based on the above-mentioned a set of theoretical evaluation model on Sichuan white spirit industry competitive inter-district evaluation is made. Specifically, including: first, on the design principles of the evaluation index system; the second is on the construction of evaluation index system, a three-level indicators, 13 secondary indicators, 37 indicators consisting of the three-tier comprehensive evaluation index system is proposed;third,on the determination of weights on the indicators. The fifth chapter selects the relevant 2007 data to study the competitiveness and position of Sichuan province's white spirit industry in nationwide white spirit industry by applying SCP paradigm in Industrial Organization Theory.The sixth chapter analyzes the internal strengths and weaknesses of white spirit industry in Sichuan province. The internal strengths consist the following four points: the first is preferable developing foundation of white spirit industry in Sichuan province which is represented as long history of wine brewage, skillful workers and techniques, well-developed catering industry, abundant raw materials; the second is large scale of white spirit industry which has occupied a bigger share in international and domestic market; the third is large amount of famous companies and brands with excellent economic benefit; the forth is the support from government. The internal weaknesses include the following five points: the first is that the degree of industrial centralization is still lower and the competition within the region is intense; the second is low level of cooperation and coordination focused on brand establishment; the third is poor condition of logistics which cannot reaches nationwide market; The forth is the shortage of professional workers especially marketing experts for white spirit industry; the fifth is that the"bottleneck"effect emerges within some wine companies and original producing areas during development process.The seventh chapter firstly discusses the external environment changes faced by white spirit industry in Sichuan province which includes the following aspects: the first is that national white spirit industry develops fast, however the centralization of whole industry is lower; the second is the market competition has become seriously fierce and the companies faces restructure; the third is the diversity of property rights; the forth is industrial definition, product pricing and marketing mode are all facing significant changes; the fifth is that national policies on relevant industries become increasingly perfect; the sixth is that the society appears'M'-type structure. Afterward, based on the above environment changes, the thesis emphasizes the opportunities and threats brought by them.Based on the deep analysis of internal factors and external environment of white spirit industry in Sichuan province, the eighth chapter carries out the SWOT strategic combination and achieves the matrix table of SWOT strategic matching which focuses on the further improvement of competitiveness among all the national regions. Moreover, the author puts forward the following strategies and measures to develop the white spirit industry in Sichuan province:The first step is guiding the wine companies in Sichuan province to unite together and make the market bigger. Only when they do so, can they reduce inner cost, improve efficiency and confront"outside competitors"together. After the author does possibility analysis, she brings forward practical measurements such as enhancing promotion, improving the whole image and popularity, following up the industrial trend, increasing supports in terms of finance, land and professionals, establishing channel advantage by using government resources.The second step is increasing the centralization ofwhite spirit industry in Sichuan province and quickening the development of wine industrial cluster. Based on the analysis of necessity and possibility, the author proposes the following practical measurements including promoting resources integration in order to catch opportunities to enhance capital operation, optimize increment, use storage efficiently, expand scale and operate intensively through merging, combining, leasing and taking a controlling stake; actively promotingwhite spirit industry to cluster development in key point areas and original producing areas; as well as encouragingwhite spirit industry to introduce supply-chain management mode and attaching high importance to build integrated industry chain.The third step is encouraging wine companies to implement brand strategy. The practical measures are introduced as follows: firstly, guiding and integrating effectively according to external circumstance; secondly, greatly improving brand marketing skill; moreover, strictly protecting existed old famous brand; at last, making sure that supporting services are supplied perfectly.The forth step is encouraging wine companies to implement culture strategy and become international. The following ways are put forward by the author: firstly, encouraging wine companies to position and establish cultural values; and then, encouraging big wine companies to apply the world and national Intangible Cultural Heritage; lastly, ladder strategy should be adopted that"individual companies make breakthrough firstly and get a firm foothold, and then remaining ones follow up orderly"during the internationalizing process.The last step is logically guiding the wine products of middle level price to either price higher or lower. Because of the approach of M structure society, the domestic and oversea market potential becomes smaller and smaller. The two-end pricing strategy is necessary to be put into practice.The ninth chapter is concluding remarks.The innovations of this thesis are represented as following:Firstly, on the basis of learning from other predecessors'relevant research, a set of theoretical evaluation model on Sichuan white spirit industry competitive inter-district evaluation is made.Secondly, the research adopts SCP paradigm in Industrial Organization Technology to study the industry organizational competitiveness, and points out the position and developing state of white spirit industry in Sichuan province among nationalwhite spirit industry.Thirdly, the author carries out strategic combination through analysis of the internal strengths and weaknesses and external opportunities and threats, and finally comes out a strategic combination matrix of how to improve the competitiveness among all the national regions.Furthermore, the author proposes to price either higher or lower for middle level wine products so as to confront the situation that the market share of middle level wine products are increasingly small due to the approach of M structure society.The deficiencies of this thesis are consisted of the following aspects:Firstly, the research only focuses on industrial organization competitiveness, whereas industrial competitiveness includes not only industrial organizations but also other aspects.Secondly, in the evaluation index system of the inter-district competitiveness of the white spirit industry in Sichuan Province,some unique industrial characteristics, such as history and culture, and geographical resources ,are not be included in.Thirdly, this paper only discusses the theoretical model on the inter-district competitiveness evaluation of the white spirit industry in Sichuan Province,but fails to carry out empirical research by collecting data and expert scoring.