Research On Competitive Strategy Of Tonghua Grape Wine Company Limited

With the deepening of reform and opening up and the continuous improvement of the level of economic development,on the basis of the increase in per capita disposable income,consumer consumption levels have been improved,the entire consumption structure has changed,and more frequent exchanges between countries have made foreign The spread of the food culture in China has also been accelerated and has been welcomed by domestic consumers,including wine.Since 2005,the Chinese wine market has basically shown an increasing consumption trend year by year.As of 2018,the total imported wine is 688 million liters,accounting for about 49.5% of total alcohol imports,ranking first in imported alcohol.In 2018,there were 212 domestic wine companies above designated size,with a total output of 621,900 kiloliters,a year-on-year decrease of 7.36%;sales revenue of 28.851 billion yuan,a year-on-year decrease of 9.51%;total profit of 3.063 billion yuan,a year-on-year decrease of 9.46%.Through the data,we can see that the wine market is becoming more and more fierce.In the case of increasingly fierce competition in the wine market,it is particularly important for domestic wine companies to formulate competitive strategies and obtain competitive advantages.Tonghua Wine Co.,Ltd.(hereinafter referred to as Tongpu Portuguese Stocks)was founded in 1937.After years of development,it currently has 8 holding companies and a total of 625 employees.The Tonghua brand wines produced by it have been rated as "China Famous Brand" and "China Famous Brand",and have been used as the national banquet wine and the national "two sessions" wine for many times.However,judging from the sales revenue of Tonghua Wine Co.,Ltd.in recent years,the main business income has been declining.According to the revenue composition data in 2018,the revenue of Tongpu Portuguese wine manufacturing and sales has gradually weakened,and its wine market share is in Keep decreasing.In order to solve the current problems facing Portugal-Portugal,this article combines the current situation and development trend of the domestic wine market,based on the classic theory of strategic management,using PEST,SWOT,Porter Five Forces,QSPM matrix and other analytical models to study the competition strategy of Portugal-Portugal.Conduct competitive strategy analysis,formulate strategic objectives,conduct competitive strategy selection,and formulate strategic implementation plans.First,use PEST to analyze the political,economic,social,and technological macro and industrial environments faced by Portugal-Portugal,and use Porter’s five-force model to analyze the suppliers,existing competitors,potential entrants,substitutes,Buyers and other internal and external environments,clarify consumer groups,increase main business income,enhance the company’s core competitiveness,help them find their own development direction based on their own advantages,expand brand influence,seize market share,improve operating conditions,and avoid competition risks 3.Obtain a competitive advantage.Secondly,the SWOT model is used to analyze the advantages and disadvantages,opportunities and threats faced by the Portuguese-Portuguese shares,and according to Michael Porter’s three basic competitive strategies,the cost-leading strategy,differentiated strategy and centralized strategy are analyzed.Clarify the current strategic position and actions of the enterprise,and choose a competitive strategic direction suitable for Tong Portuguese shares.Third,after using QSPM matrix to select the optimal competitive strategy direction,clarify the content of the competitive strategy,implement the competitive strategy from four aspects of product,marketing,service and brand,and increase the main business income and market share.Finally,provide guarantee measures from four aspects of organization,quality,finance,and talents to ensure the implementation of the TungstenPortuguese share competition strategy.Through the above strategic planning for the Portuguese-Portuguese share competition,it can solve the problems of the decline of the main business of the enterprise and the decrease of market share,enhance the core competitiveness of the enterprise,increase the income and market share of the main business,and achieve long-term sustainable development.