Research On Horizontal Integration Strategy Optimization Of A Craft Beer Enterprise In Shenzhen

Since the beginning of the 21 st century,the increase of craft beer,a new product category,has brought new development opportunities for the domestic beer industry.Faced with the advent of new opportunities,enterprises through the use of acquisition,merger and other property rights reorganization with the same enterprises or enterprises in the supply chain to joint management,integration of superior resources in enterprises,to form a horizontal integration of the economy.This model not only promotes the rapid development of the domestic beer industry,but also plays a driving role in the whole industry,and lays a solid foundation for the horizontal integration transformation of the beer industry.But horizontal integration transformation also faces many obstacles,such as market management is not enough careful,operating channels is relatively single,the lack of enterprise culture construction team,the production technical level is weak,etc.,need to strengthen the enterprise internal management,perfecting the enterprise crosswise integration development safeguard,to consolidate and expand the new pattern of enterprise horizontal integration transformation,and the craft beer enterprise’s long-term development.On the basis of reviewing relevant literature,this paper analyzes the development status of A craft beer enterprise in Shenzhen by using case analysis,literature review,and summary and combining the changes before and after the horizontal integration strategy of current craft beer enterprises.At the same time,using relevant theories such as sociology,combining with the industry development situation,internal and external environment,through the SWOT model analysis in transverse integration for the enterprise strategy implementation in the imperfect market management strategy,revealed by operating channels is relatively single,lack of enterprise culture construction team,and many other problems,and puts forward relevant solutions:(1)Through a detailed analysis of the current market,determine the target market and solve the problem of incomplete market management strategy;(2)Establish e-commerce platforms by improving e-commerce promotion plans,brands and methods to solve the problem of single operation channels;(3)Solve the problem of insufficient team culture construction by establishing scientific internal management order and perfect horizontal enterprise culture;(4)Strengthen the core competitiveness of enterprises through technological innovation and upgrading.Finally,based on the above scheme,the corresponding implementation guarantee is put forward.It aims to tap the strategic advantages of horizontal integration and help the development of shenzhen A craft beer enterprise.