Development Srategy Study Of Inner Mongolia Jinsha Wine Co., Ltd

Recent years, with the continuous improvement of people's living standards, the importance of health care is also enhanced, especially for the diet regimen, which has been greatly respected by people. And as a healthy beverage, wine has been favored by more and more consumers. However, the wine industry of our country is still in the primary stage of development in the history of foreign countries. With the rapid development of economy, and the increasingly fierce market competition, especially after China's accession to WTO, the imported wine also brings challenges to us, which forced domestic wine enterprises must continue to seek the road of sustainable development of strategic management.This paper is based on the theory of enterprise strategy; firstly, it defines the concept and characteristics of the enterprise strategy at home and abroad, introducing the current research status of enterprise strategic theory as well, then take Mongolia Jinsha Corporation as a case, from the development of the wine industry, the overall development environment of the enterprise is described, through the use of PEST and five forces model tools to analysis the external environment and competitive environment of enterprises. Meanwhile, it points out the present situation and problems of enterprise development, By analyzing the internal resources and environment, the use of AHP to make a quantitative evaluation of the internal resources of the enterprise.On the basis of the above analysis, the SWOT analysis is used to point out the advantages, disadvantages, opportunities and threats in the competitive environment. And the feasibility analysis of the four kinds of strategies for the Jinsha Corporation to implement the strategy of competition, and the combination of enterprise positioning and strategic objectives, confirmed the differentiation strategy and diversification strategy for the enterprise to develop the optimal strategy. Finally, the specific measures for the implementation of the enterprise strategy, pointed out that through the creation of multiple characteristics of products, to create a well-known brand, the implementation of differentiated marketing,to lead and develop customer demand and other four aspects of the formation of enterprise competitive advantage. And from strengthen technology research and development, improve human resources management level, and improve the corporate culture to provide strategic implementation of the protection, in order to enable enterprises to achieve sustainable development in the competition, the enterprise to make effective strategic planning to play a reference role, and in the same region, the same industry to provide some of the guiding ideas.