山西汾酒确立企业创新机制全新发展战略

山西杏花村汾酒（集团）公司改制为“山西杏花村汾酒集团有限责任公司”,性质为国有独资公司,授权经营,政府派出监事会。公司首先实施“大营销战略”,制订符合汾酒实际的品牌化、主体化、差异化营销策略,搞好产品、价格、促销等策略的组合运用,统筹资源、集蓄力量、突出重点、整体作战;其次,把现有的销售公司改组的独立法人企业;第三,厂商共同开发的品牌向精品方向延伸。此外,发挥汾酒独特的历史文化、品牌文化、工艺文化、产品文化等资源优势,制订、实施独具特色的企业与品牌文化经营发展战略,展示个性化特色,建立全新的文化体系。（单雨）

Shanxi Fenjiu Liquor Group. Co. Ltd. Established Enterprise Innovation Mechanism & New Development Strategies

Shanxi Xinghuacun Fenjiu Liquor Group, has reformed into Shanxi Xinghuacun Fenjiu Liquor Group.Co.Ltd. and it is owned exclusively by the state and entitled the right of management with its board of supervisors designed by the government. The corperation has recently carried out series of development strategies under the new situations. Firstly, the corperation carried out "the strategy of intensive marketing", namely, formulation of relative marketing tactics according to the actual brands, mainbody and variation of Fen-jiu Liquor; integration of the tactics of product quality, product price and product promotion; unified planning of enterprise resources for competition and accumulation of enterprise capacity for preferential development of some key products. Secondly, the existing sales promotion corperation reformed into unattached corperate enterprise. Thirdly, the newly developed products by joint efforts of enterprises further evolved into choice consumer goods. Besides, the corperation tried to make full use of the specific advantages of Fenjiu Liquor covering the aspects of history, culture, techniques and brands etc. and formulated unique development strategy which combined the enterprise and its cultural backgrounds together. By the above measures, the corperation could fully present the characteristics of the enterprise and gradually establish new enterprise cultural system.(Tran. by YUE Yang)