A Study On The Development Strategy Of Liquor Industry In Weifang City

Liquor is a traditional product in our country,liquor is closely related to Chinese culture,it has multiple attributes such as basic consumption,social and value-added,people can't live without liquor.In 2012,our country put forward the control of "three public consumption" and other policies,some people think that "three public consumption" is a huge challenge to the liquor industry,shouting out the slogan that liquor industry will gradually decline.However,in 2013,liquor industry did not experienced a full decline,but showing a differentiated development.In fact,the current direction of the development of liquor industry is the result of self-development,but also the result of optimization of competitive structure of liquor industry.The liquor industry is currently transitioning from the growth period to the mature period.Liquor industry is about to enter the competitive growth stage,mergers and acquisitions is the tone of the development of liquor industry.Now,China's economic development has entered a new era,as a traditional industry,the liquor industry how to adapts to the new era and develop well in the new era,is an important issue.Weifang liquor industry has a long history of development,rich resources,long liquor culture history,with liquor brand "Jingzhi "-which is the best brand of Shandong liquor industry,Weifang liquor industry have a greater development potential.From the overall situation of Weifang liquor industry,the development level of many liquor enterprises is uneven,the overall competitive strength is relatively weak.In the critical period of the transformation of liquor,how to seize the opportunity to development and growth,for the revitalization of Shandong liquor and make a positive contribution,it is a question worth exploring.In order to speed up the development of Weifang liquor industry,this paper takes Weifang liquor industry development strategy as the main goal,insists on the combination of theory and practice.On the basis of extensive inspection and investigation,we use the PEST and SOWT analysis Tools,to develop a development strategy for liquor industry of Weifang City.First of all,discusses the theory of industry development and liquor industry.Secondly,by visits in the field,discussions with entrepreneurs,analyzes the basic situation,internal and external environment of Weifang liquor industry.liquor in Weifang has a long history,with Jingzhi,Yunmen and many other veteran liquor enterprises,Weifang liquor product quality is excellent,but the industrial structure is irrational,homogenization problem is more prominent.Thirdly,widely collected relevant information,comprehensively studies the development environment of Weifang liquor industry in the use of PEST analysis and SOWT analysis.Finally,in view of the development status of Weifang liquor industry,this paper argues that Weifang liquor industry is facing more disadvantage than the advantage,the opportunity is greater than the threat,we should adopt WO torsion strategy,put forward to create the Weifang liquor industry strategic vision of “rich unique flavor of liquor,driving a strong leading enterprises,deep cultural heritage of high-end brand ",and develop a focus on the implementation of the three strategies: industrial clusters,scientific and technological innovation,brand promotion three strategies and put forward the implementation of the three major safeguard measures.