The Study On Application Of Strategic Management Accounting Of Jiangsu Yanghe Brewery Joint-Stock Co Ltd.

As one of the traditional industries in China,the development of liquor industry is close to be mature,and its market capacity also approximates saturation.Influenced by the slowing economy,the overall trend of liquor industry's development represents not so well.In addition,with the improvement of consumers' health awareness,the number of people that drink liquor also declines instead of increase.All these have led to the fierce competition in liquor industry at present.Yanghe stands out from the market for its soft liquor and blue classic brand.Up to now,blue classic brand has gone through more than ten years.While being popluar among the consumers,it also gradually loses its freshness in consumers' minds.Faced with inside anxiety and outside hardship,what shall Yanghe Share do to carry out strategic deployment to continue to be prosperous in the future? If the liquor enterprises including Yanghe want to keep their competitive position in the market or achieve greater development,they must improve their management methods because traditional management methods can not meet the needs.Strategic Management Accounting could be able to analyze the internal and external environment of the enterprises,pay attention to the industry trends and competitors of the enterprises,and carry out strategic implementation and strategic evaluation through effective methods,so as to provide a good support for the strategic management of the enterprise.Based on the above background,this paper mainly applies the case study method to conduct research through consulting a large number of literatures and materials and comparing with the competitors.Firstly,the domestic and foreign literatures and theoretical knowledge about Strategic Management Accounting are sorted out,which lays a theoretical foundation of this paper.Secondly,it summarizes the problems and shortcomings of Yanghe Share,which include the problems of strategic management and operational management.Meanwhile,the necessity and feasibility of applying Strategic Management Accounting to Yanghe Share is discussed through combining with its specific situation.Finally,the application system of Yanghe Share is established by applying the theory of Strategic Management Accounting.In the strategic analysis stage,the strategic positioning analysis method,competitor analysis method and SWOT analysis method of SMA are used to analyze the environment of Yanghe Share and determine its strategy.And the strategic map is used to carry out the path planning of strategy implementation,and the overall strategy is decomposed into four concrect levels of strategies to form specific implementation plans.Finally,the balanced score card is applied to determine the strategic evaluation system in accordance with the previous four levels of strategy for strategic evaluation and control.From an unknown small enterprise to a large listed company today,Yanghe Share has become the study object of many liquor enterprises.Studying the application of SMA in Yanghe Share is not only puts forward suggestions on how to face the current challenges for it,but also provides reference for other liquor enterprises,and it also further widens the application field of SMA.The following experiences are summarized in this paper: 1.There are many strategic management accounting methods,the enterprise should choose appropriate methods according to the actual situation and make timely adjustment.2.Liquor enterprises should attach importance to strategic positioning.The success of blue classic brand in Yanghe is attributed to its accurate positioning.In addition,the positioning should be combined with the development trend of the industry and the situation of competitors.Especially for the liquor enterprises,the development trend of the industry exerts a great impact on the development of liquor enterprises.And collecting the competitors' information can not only enable the enterprise to better grasp the industry situation,but also enable it to perform better in comparison.3.Strategic map is an effective tool for strategy implementation,it can divide the vague strategies into specific goals.4.Enterprises should attach importance to the strategic performance evaluation.Whether the strategy is correct and whether it is implemented is reflected through the evaluation,and timely adjustment can be conducted in accordance with the results of the evaluation.The evaluation system is not just a simple accumulation of indicators,it needs to be combined with the strategy,and strengthening the communication among departments rather than implementing various indicators in isolation.