The Business Strategy Research Of Kweichow Moutai Liquor Limited Liability Company

Since the beginning of the reform and opening-up policy, the liquor industry has been increasingly competitive along with the gradual establishment of China’s socialist market economy. Moutai which owns a reputation of" Chinese wine" has a long history. From the praise of Emperor Wudi of Han Dynasty to getting connection with the founding fathers of New China, Maotai has owned a supreme position that can not be shaken which is in the hearts of the Chinese people. In recent years, the main liquor companies do their best to seek survival and development, change the business philosophy gradually and make efforts to narrow the gap with other companies. Especially, Wuliangye, which owns a reputation of emerging "Wine King" has been maintained in parallel with the development of Moutai liquor for several years. At the same time, the other first-tier brands such as Lu Zhou Lao Jiao Co.Ltd, Yanghe Brewery Joint-Stock Co. Ltd, Court attendant liquor group and so on also get a the rapid development. Meanwhile, the second-tier brands also achieved good results. This paper mainly discusses the business strategy of Kweichow Moutai liquor limited liability company in the new competition situation and has a strong realistic significance.Through a comprehensive understanding of the liquor industry and the situation of Kweichow Moutai liquor limited liability company, and over the company of the annual report with the data, using PEST model method of liquor industry technology environment, social cultural environment, economic environment, political, legal environment for a comprehensive and detailed analysis, and the five competitive forces model potential entrants from the risk of industry, the competition between the supplier, the bargaining power, a replacement for the threat, the buyer bargaining power five aspects are expounded, and by means of SWOT analysis, found the Moutai exist organization structure of too many levels, human capital shortage and a balanced, not suitable for diversified development, etc. Finally, is proposed to solve these problems in the future of the business development strategy, such as optimizing structure of organization, introduce professionals, strengthen the performance evaluation and incentive mechanism, stop diversification strategy, further expand product, to strengthen the training of sales staff, actively participate in international competition.