Study On J Wineries Competition Strategy

China is one of the world's biggest alcoholic consumer countries.In ten years ago,white spirit liquor has always been the mainstream of alcohol consumption,but with people material life level gradual improve and vigorously promote wine culture,people gradually began to realize the importance of health,the red wine in the consumption of all kinds of wine has a certain increase of the proportion.It laid a certain foundation more development space for wine field.But in specific business,whether it is a wine of plant to produce wine,holiday to wine or wine estate sales,it's more serious enterprise operation homogenization phenomenon,which coupled with the impact of imported wine and domestic wine enterprise market competition.J winery is located in the south of Yantai penglai Wang Shangu.after 10 years of development,in order to maintain a sustainable reputation and good reputation,we must compete in a breakthrough,based on the existing research.It is necessary to further enrich the theoretical system of the development strategy of the winery,and to guide the development of the wine industry in the past,and to guide the development of the wine industry,Future strategy and formulation of competitive strategy.This article based on J chateau as the research object under the guidance of classic marketing theory and strategic theory.First of all,through reading a large number of documents,for wine macro environment,industry characteristics and carried on the thorough understanding of the business environment,and made a profound summary.Secondly,by using the model of Michael porter's five illustrates the competition structure of the wine industry;we using the SWOT model is analyzed.Finally,we studied the wine market environment and the development prospect,especially the development of wine tourism,put forward the J chateau wine tourism which should be to the characteristics.Meanwhile,as the development of tourism to drive the whole wine industry and quick development in emerging wine,the wine sales environment increase severe,against the strong impact of trade,this enhance core competitiveness and seek the strategic breakthrough.J winery has great reference value,for J chateau strategic planning,and pointed out the direction of the breakthrough development.Based on the integrated use of literature research,survey method,case method after the system analysis the following conclusions.(1)Strategic choice and implementation of the differentiation development strategy of J winery.It is imperative to implement the differentiation strategy for the development of chateau J.The construction of J winery will be the famous wine production base,vineyard tour base and wine village tourism base of China.Create a wine features,has a culture of wine brands,and gradually out of the collection of the varieties,large-scale industrialization road and normalized to the integration of the wine,chateau wine tourism form a hard integration,which composed the three linkage development pattern of industrial development,eventually into a modern comprehensive winery,become tourist destination with a higher profile in China.Strategy implementation are divided into three stages:consolidation stage of restructuring with harmony as the flag,with international vision,strategy as the height,the ecology as the bottom line,by means of integration,powered by innovation,vigorously strengthen grape cultivation,the infrastructure construction;The business promotion phase(2020-2022)will mainly include wine,wine apartment,private vineyard and tourism leisure.The brand expansion stage(2023-2025)has a total construction area of 30000 mu and a total construction area of 140000 square meters.(2)Strategic implementation guarantees recommendation.The tourism development of J winery is still in its primary stage,and there will undoubtedly be more problems during its development.Such as the administration of government,the interaction with each industry,the condition maturity of the enterprise itself.For J chateau tourism differentiation strategy implementation may encounter problems,should strengthen the construction of the winery,increase production of high-end products,improve the software and hardware condition of the development of the wine tourism,through the combination of traditional finance and capital markets of financing to raise up their own lack of investment,encourage social capital investment wine development,developing tourism talent development strategy,vigorously the introduction of local talent,but also should strengthen the J chateau development of experience-based tourism.The innovation of this study is mainly manifested in the following two points:first,through the winery with J as the research object,to explore the wine of competitive strategy by using the theory of competitive strategy and analysis tools,puts forward some countermeasures for the next competition development strategy planning and implementation,to face a similar situation of enterprises to provide theoretical and practical reference.Secondly,the application of differentiation strategy to the actual operation of J winery is the first time in this paper.It is a practice of theory and provides a real case for the implementation of differentiation strategy in the future.