Research On Strategy Of Shangri-La Wine Co.,Ltd.

Wine has a long history in our country.With the improvement of people's living standards,people pay more attention to the healthy science lifestyle,more and more favored by consumers,and has gradually become a popular daily drink.However,China's wine industry started late,and the maturity,influence and competitiveness of brands are generally insufficient.With China's accession to the WTO,imported wine has gradually entered the Chinese market and the domestic wine industry has been severely impacted.The domestic brewing industry experienced obvious shocks and the market competition became more intense.This forces domestic wine enterprises to speed up the development process and seek strategic management with their own characteristics.First of all,this paper deeply analyzes the research status of wine development strategy at home and abroad,and introduces the research contents and methods.The related concepts and theories including PEST analysis,five forces model and SWOT analysis are expounded.Secondly,through PEST analysis and five forces model,the external environment of Shangri-La Wine Company was deeply analyzed.The internal development environment of the company is elaborated in detail to provide the basis for the subsequent research of the article.Thirdly,through SWOT analysis,the strategic choice for the company's development is put forward.According to the company's development mission and objectives,the development strategy was refined and specific measures were put forward to provide effective reference for small and medium-sized wine enterprises,especially wine enterprises in similar producing areas,to formulate brand strategies.Finally,according to the company's own characteristics and operating conditions,the strategic safeguard measures are put forward to promote the smooth implementation of the brand strategy.