Research On Specialization Strategy Of Hunan Longquan Wine Company

China’s wine industry has larger development space, the low-end market demand is increased by promotion, the supply side of the industry concentration is not high temporarily, and under the background of lack of famous domestic wine brand in hunan province and even in central China, hunan longquan wine company is the largest wine production base in hunan province, longquan have the competitive advantage to build domestic well-known wine brands. From the point of climate and geographical factors, longquan wine company’s planting base is located in spring lake village of Xiangxiang Longdong town, one of the "golden zone" of grape planting, project’s region, climate, soil is especially suitable for grape cultivation,and it has a unique advantage for the development of grape planting. From the point of resources endowment and location, Shaoshan scenic area is the core of red tourism in hunan province, and it has huge development space and very rich resources of red tourism, extends the industrial chain space is larger. Currently,Hunan Longquan wine company is in the preliminary stage of development, the company’s sales is difficult and face financing problems. Therefore, it is necessary to develop solutions of these difficulties.To analyze problems exists in Hunan Longquan wine company, this paper carried out a SWOT analysis. Firstly, in terms of strengths, Longquan have the has the largest wine production base in Hunan Province, rising brand influence, great location and potential red tourism; Secondly, in terms of weakness, Longquan face difficulties in sales and private financing, lack of regional spending power and brand recognition; Thirdly, in terms of opportunities in the company’s development process,lack of well-known Hunan local wine brands, low-end wines have large development space, strongly government support and lower costs of local labor; At last, in terms of threats, Longquan face fierce market competition, increasing sales of imported wines, the competition from traditional beers and spirits.For the reality of the development of Hunan Longquan Wine Co., Ltd., the paper build overall framework of specialization strategy from three aspects of guarantee of product quality, forward integration and post-build. Firstly, it strengthen management to ensure product quality. Including develop cost-effective mass consumer products and actively develop new products targeted fashion. Secondly, itelaborated forward integration strategy. Including the development of Xiangtan county and township regional markets, the establishment of flat marketing channels,foster localized marketing team, improve the brand management system. Thirdly, the analysis of the strategy to integration. Mainly due to the expansion of the scale grape cultivation base and ensure supply of raw materials. It helps to grasp modern consumption of upgrade of Hunan Longquan wine company, the absence of local wine brands and developed a large market space opportunities for the county, to reverse the company’s existing difficulties in sales and financing, and to enhance market competitiveness.