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Research On The Competitive Strategy Of Changyu Wine

Posted on:2023-07-27Degree:MasterType:Thesis
Country:ChinaCandidate:C WangFull Text:PDF
GTID:2569306938992619Subject:Business management
Abstract/Summary:PDF Full Text Request
Now,the production and manufacturing system of China’s wine industry is relatively complete and the retail industry of wine is in a fully competitive state.The market competition is fierce,but the growth rate of consumer demand has decreased.Take a broad view of the whole market,the wine market has been greatly affected by the introduction and implementation of China’s alcohol restriction order,Eight Provisions,prohibition of drunk driving and other policies and regulations.With the acceleration of globalization,all kinds of imported wines are flooding the domestic wine market.In addition,the unique consumer demand led by emerging niche wines had affected the sales volume of the domestic wine market.Under this kind of economic background,the wine enterprises must carry on the enterprise strategic transformation for ensuring their own healthy and sustainable development.Due to the impact of the epidemic in the past two years,various business activities and the reduction of opportunities for visiting relatives and friends have a certain impact on the wine market.After the reform and adjustment,as a century old enterprise which listed in A-share,Changyu Wine had made a great influence in China’s wine market.In 2020,although the profitability of the company’s wine sector was not as good as that in 2019,it still reached the level of 54.56%of gross profit margin and remained in a leading position in China’s wine market.The comprehensive use of strategic management theory and model tools are used in this paper,and Changyu Wine’s macro environment,industry environment and competitors,value chain and etc.will be analysed through SWOT model.This paper believes that overcapacity and high concentration are urgent problems which appeared in China’s wine industry.From the macro environment,with the upgrading of consumption level which promotes the upgrading of wine product structure and the rising of wine’s price.China’s population aging trend leads to the shrinkage of the mainstream consumers for wine choosing,so for the growth of wine consumption is really hard.The profit has continuously compressed by the rising price of the raw material and the packaging as well as the labor.The whole competitive advantage of Changyu Wine had formed in East and South of China.At present,the company’s marketing channels is single,although the online channels have been developed,the sales model still base on local dealers.The development of new retail models should be put forward in Changyu company.The focused strategy and differentiation strategy should be adopted by the comprehensive analyse in Changyu’s operation.Focusing on regional market,and keeping sustaining development for optimizing company’s high-class products,and making a integration on online-offline channels,cultivate the regional market with precision marketing in order to reap more market shares and enhance higher customer loyalty in the core market.At the end of this paper,the writer think that it’s necessary for Changyu Company to put forward combined strategy.
Keywords/Search Tags:Changyu Wine, Competition Strategy, Strategy Selection, Strategy Implementation
PDF Full Text Request
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