The Research Of Strategic Change Of Wuliangye Group

In recent years Wuliangye Group has achieved outstanding results in sales of luzhou-flavor liquor. But the company also exposed a great defects that mainly rely too much on high-end brand liquor, and the sales of high-end brand relying too heavily on government spending faults. On December4,2012, at a meeting of the political bureau of the central committee, proposed to the "hard to practice strict economy, combat extravagance and waste. Prohibition of the central military commission is a consumption. On the demand side, official business with wine and the army with the demand of alcohol. After drunk wine plasticizer and ancient alcohol blending events are on the whole liquor-making industry formed the impact, the decline in sales of high-end liquor news, Wuliangye affected by the very serious indeed. In the face of industry overall downward trend, Wuliangye before strategy has many problems. This article is in view of the Wuliangye development strategy is not in conformity with the original now the development of the industry trend, to its original strategy was improved and optimized.The purpose of this study is that, based on the theory of strategic management knowledge and research on the future of the industry, hope to be able to deeply analyze the root cause of the current predicament, Wuliangye company and find a solution, is the Wuliangye to build a new development strategy, including the group’s overall strategy, the functions of the liquor business competitive strategy and execution level of strategy. Writing ideas of this article mainly is the process of strategic management idea: the overall strategy-competitive strategy-functional strategy. The process of this paper is introduced the existing strategy-analysis strategy of company internal and external environment-points out that the existing defect-SWOT analysis-improved overall strategy, competition strategy and function strategy ", and presents the improved strategies support strategy. In this paper, main methods of PEST analysis, SWOT analysis, case study and financial analysis, etc.This article analysis concluded that is greater than the threat of Wuliangye company faced opportunities and advantages outweigh the disadvantages. So in the group’s overall development strategy, should choose ST strategy. No longer put capacity expansion in the strategic level, reduce the blind diversification, cut has nothing to do with the main business of other industries, a more overall strategy of the main business focus on liquor.In the aspect of competitive strategy, this paper argues that, in the pursuit of personalized taste in liquor, identity personalized market, Wuliangye company differential competitive strategy should be adopted in the main business.In the strategic level, the article discusses the improvement of brand strategy and channel strategy. Brand strategy to improve the content is:Wuliangye group should focus to high-end and low-end "strategy" waist, high-end products to provide customers with more value-added, and in the end product is able to achieve a complete brand appeal, satisfies the customer the function value. Channel strategy to improve the content is:Wuliangye shall adhere to the "channel sink", namely, cut down the level of channel,"flat", fewer dealers link, make themselves and consumers can get more benefit.