Study On "Export Oriented" Strategy Of Tonghua Wine Industry

With the continuous display of state power in the world stage,the increase of people's life,the consumer market demand for wine becomes increasingly sophisticated,quality,professional,in recent years,the imported wine brand cluster,become the world's fastest growing wine consumption market in China,the imported wine market is taking the Chinese wine market,from the point of high-end market,imported wine market main body status,domestic wine in the high-end market it is difficult to see that ring and stand in the national brand,and the medium market,domestic wine market share is gradually reduced,in recent years,Large quantities of inexpensive and taste,quality more stable to the flow of imported wine to the gradual loss of domestic wine price advantage,and under the wave of merger and acquisition of domestic wine,imported wine market share and the trend of further increase in China,the advantages of domestic wine reduced year by year,China's wine brands need to get breakthrough,tonghua as mountain is one of the major wine producing areas in China,with good prospects for development,invigorate the tonghua wine industry helps to promote the city's "green transformation,comprehensive revitalization",effectively improve the farmers' income,therefore,based on the combination of theory and practice,The problems and shortcomings existing in the development process of tonghua wine industry are analyzed in depth,and the advantages,disadvantages,opportunities and threats of tonghua wine industry are analyzed comprehensively by using SWOT analysis method,so as to put forward countermeasures and Suggestions for tonghua wine brand "export oriented" strategy research.Firstly,this paper analyzes the topic background,research significance and purpose of tonghua wine industry,briefly introduces the research trends of wine industry at home,abroad,within the province and under the new situation,defines relevant concepts and characteristics of brand management,industrial cluster and strategic alliance,and provides theoretical basis for the research.Secondly,the SWOT analysis method,from advantage(climate,natural resources,industry resources),weaknesses(brand equity,brand construction power and risk tolerance),opportunity(government policy,the area along the way),and threats(imported wine industry,industry competition),etc.,as the basis of this paper,again,of tonghua wine industry development and the status quo of the problem in detail,at the same time,summarizes the successful experience of wine industry at home and abroad,mutatis mutandis,the scale,standardization and industrialization of domestic and international production chain,provide enlightenment for tonghua wine industry.First,scientific research and development planning;Second,establish a standardized production base;Third,focus on training professional personnel;Fourth,step up policy support;Fifth,establish innovative strategic alliance;Sixth,improve the system and mechanism;Seventh,implement brand strategy;Eight is to highlight industrial clusters.In order to provide a reference for tonghua wine brand "export oriented".