Research On Competitive Strategy Of Zhejiang Gu Yue Long Shan Shaoxing Wine Co.,Ltd.

In recent years,with the improvement of residents' income level,the upgrading of consumption structure and the importance for health promotion,consumer has become increasingly tend to choose healthy alcohol products with the characteristics of low alcohol precision and nutrition-care.As a leading enterprise in yellow rice wine industry,China Shaoxing Yellow Rice Wine Group co.,LTD.faces great opportunities.However,under the current economic situation,along with industry competition,this has a great significance for Guyue Longshan.First of all,this paper discusses the research background,research significance and development of related strategic management theory.Through the field research on Gu Yue Long Shan and comprehensive using of strategic management analysis tool,the paper make a in-depth analysis from the external macro environment to the internal resource environment,and ensure the feasibility of developing a new strategy.The purpose of using SWOT model analysis is to select the most appropriate strategic plan and make an optimal improvement.The overall strategy is to build the Chinese liquor health model;The competitive strategy is centered on the differentiation strategy,comprehensively implement the six big functions,then work together to build up a new strategy system.This paper is based on the theory of strategic management,using literature research,case analysis,induction,in view of the rising industry competition under the new situation.We could Change the way of competition for the Gu Yue Long Shan,find out the optimized solution,build perfect strategic system,optimize the allocation of resources,promote the sustainable development.