The Research On Development Strategy Of Chan Zhou TianMu Lake Beer Co., LTD

Since the reform and opening up, China's beer industry obtained a rapid development. At present China has become the world's biggest beer producer. Meanwhile, after China's accession to the WTO, international famous beer brand entered China in succession. In such a full of opportunities and challenges of the environment, how to adjust their strategies, how to win in the fierce competition in the beer industry in China has placed before the beer company problems needed to resolve.Based on the enterprise strategic management theories, this paper first analysis company internal environment, which including the company's current situation of the development, financial resources, and technical resources and marketing resource. Secondly, the paper use of PEST, potter five model to analysis the external environment of Chan Zhou Tian Mu lake beer and the beer industry environment; On the basis of SWOT, the paper analysis the company's strategic, which is concluded that the company will implement mode of strategic direction and the company's Strategy contents; Finally we presents implementation of the measures of Tian Mu lake beer Co., LTD strategy.