基于战略群组理论的四川白酒企业竞争策略研究

中国白酒行业在经历了2013～2014年的低潮之后，销量和产量有了逐渐的改善，然而白酒行业的竞争依然激烈。 原材料的价 格上升，劳动力价格上涨，尤其是现在白酒定位的多样化、功能性的增强，加剧了白酒行业的竞争；另一方面外国酒企的加入，外国酒 品牌相继进入中国市场以及消费者需求的变化，使得中国白酒企业需要对自身有更深刻的认识，对市场及消费者的变化做出相应的 改变。该文基于战略群组理论，以四川白酒企业为样本，通过对四川白酒企业进行战略群组划分，最终划分为3个群组，并分析其竞争 优势与提出相应的竞争策略。该研究对四川白酒企业解决目前问题以及提高四川白酒的市场竞争力具有指导意义。

Competitive strategy of Sichuan Baijiu enterprises based on strategic group theory

After the Baijiu (Chinese liquor) industry experienced a hard time in 2013-2014, the sales and production have gradually improved. Howev- er, the competition in the Baijiu industry is still fierce. Prices rising of raw material and labor costs rising, especially with the diversification of Baijiu orientation and increased functionality have intensified the competition in the Baijiu industry. On the other hand, foreign brands of alcoholic drink have entered the Chinese market in succession and consumer demands have changed. Chinese Baijiu enterprises need to have a deeper understanding of themselves and make corresponding changes to the changes in the market and consumers. Based on the strategy group theory, using Sichuan Baijiu enterprises as examples, by strategic grouping of Sichuan Baijiu companies into three groups, the competitive advantages were analyzed and corre- sponding competitive strategies for them was proposed. All of these should have important guiding significance for Sichuan Baijiu enterprises to solve current problems and improve the market competitiveness of Sichuan Baijiu.