The Development Strategy Of Alcohol Products Trade Center Of China Co., Ltd

Liquor industry is an extremely representative traditional industry in China, playing an important part in national economic development. In recent five years, liquor industry in China has achieved rapid development, benefiting from the rapid development of China’s macro economy and the enhancement of core competitiveness in numerous enterprises. However, the extensive development model led to high distribution costs, trade opaque and quality issues. As a new service format, wine e-commerce companies are facing unprecedented opportunities.Alcohol Products Trade Center Of China Co., Ltd(APTCC), as a B2B e-commerce platform, relies on tangible entity of liquor industry cluster. APTCC integrated the supply chain nodes within circulation of resources, providing an one-stop integrated service for liquor enterprise. As a new service form in liquor ecologic chain, studying the development strategy of the company has benefits:the first is to promote the innovative practice in Chinese liquor product circulation mode; the second is to promote the supplement and perfection of market system, standardizing and guiding the healthy development of the liquor market; the third is to promote the innovative practice of the company and playing a demonstration role in the industry, which is of practical significance in study of the development in multiple industry strengths area.Based on the strategic management theory, the paper makes analysis, and researches exploring on the company. Through the combination of qualitative and quantitative method, firstly beginning with the analysis of the macro external environment and internal environment of APTCC, it combines with the practical situation of the company to undertake researches, summarizing the strategic factors. It uses the analytic hierarchy process (AHP) to analyze the key strategic factors, and then makes quantitative analysis through EFE matrix and IFE matrix. Then, it uses SWOT analysis method to analysis the company’s opportunities (O), threats (T), the advantage (S) and weaknesses (W).combined with the company’s operating status and the future development needs. The thesis develops several strategic alternatives for APTCC. Finally, it uses the method of QSPM to make a comprehensive evaluation on those various alternatives. The thesis select some of those strategies which are conducive to the development of the company, and it also puts forward the corresponding strategy implementation measures, aiming at improving the company’s core competitiveness, and the development of strategic management system.Through the APTCC development strategy research, results are as follows:I. The strategic objectives:Based on the operation status and development trend of the liquor industry, APTCC will take three strategies. Firstly, APTCC builds the services and gathers resources so as to attract liquor companies. Through integration of resources utilization, the company will build supply chain ecosystem in liquor industry. Secondly, as the company grows, APTCC we will gradually build sophisticated trading patterns and business models. Thirdly, APTCC takes the base liquor trading standards as the core and cooperate with futures exchanges to explore and develop alcohol futures products, aiming at becoming the center of Chinese liquor product pricing and price index distribution center.II. Strategy implementation measures:Through analysis, it is concluded that for company at this stage, it is an urgent need to implement the strategic decisions. It is important to strengthen the construction of the core competence system, introduce diversified talents, improve the company’s brand awareness, and accelerate the construction of standardization of base liquor, etc. Following suggestions are put forward:1. Improving the company’s core competitiveness:according to the company internal and external environmental and core competence judgment standard, the company can build the core competitiveness from three aspects:the first is to build a core business service and supporting services. The second is to build a mature business model. The third is to improve the operating efficiency of company. The fourth is to establish the core business team.2. Strengthening human resources management:according to the development needs, APTCC formulates scientific and reasonable human resources management plans. The first is making full use of internal human resources; the second is to build a mature business model; the third is to build a talent education and training mechanism; the fourth is to design a reasonable talent incentive mechanism.3. Speeding up the equity structure adjustment.In order to improve the company’s authority, the company’s equity structure should be designed through equity structure adjustment. Firstly, determine the direction from a single shareholder to multiple depth development. Secondly, make equity structure adjustment plan. Thirdly, set up different ownership structure adjustment steps.4. The company’s brand popularity will be shaped. According to the strategic planning of promoting business and setting up industry authority, the company will shape the brand image and popularity in liquor industry by brand building, brand promotion and establishing the industry benchmark image. The company’s brand construction will focus on designing of brand content and brand image shaping, and improving the brand image and internal and external public relations system. At the same time, the company will establish benchmark image of the company in liquor industry by holding industry meeting, enriching team of experts and introducing well-known enterprises of the industry.5. The original liquor standard system will be constructed. To increase professional authority and market discourse right, the company will establish the industry’s first original liquor standard system by the advantage of market-size, achieving major breakthrough on quality being traced back,value of security, standardization of production and delivery. The company can set about the building of standard liquor sample and settlement standard to carry out the original liquor standard’s system-building. The company will use the resources of experts and original liquor to build the standard of liquor samples system. Simultaneously, according to original liquor standardized system, the company will build original liquor production standards, grading standards, sensory standards and trading patterns, etc. This process will achieve standardization of the delivery of the original liquor standard.6. Digging financial attributes of liquor products to achieve financial innovation of the liquor industry chain. According to the industry’s characteristics and capital requirements of the liquor industry chain, APTCC fully digs the financial attributes of liquor products, and carries out characteristic financial services and strengthens the function of the platform’s capital integration which takes platform services industry chain as the core. We can achieve the financial innovation of liquor supply chain mainly by designing of financial models, setting up a platform for financial institutions resources and obtaining financial policy of liquor products.7. Constructing the liquor industry data platform. APTCC builds the liquor industry chain’s commodity price index and comprehensive index to improve the industry market authority of APTCC. It has a reverse affect on industrial chain’s commodity pricing through market transaction information of platform, thus promote the construction pricing center and standardization of base liquor promotion of trading center. Through the establishment of liquor commodity price index, liquor product pricing center, product comparison and industry business the company improves the industry data platform of APTCC.