Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(11); doi: 10.25236/AJBM.2023.051108.

A Study of the Operation Strategies of Kweichow Moutai Co., Ltd.


Yuyao Shen

Corresponding Author:
Yuyao Shen

Wuhan University, Wuhan, 430000, China


Moutai known as the “national liquor” band of China has a long history. In recent years, the competition among liquor-making enterprises tends to be intense, and a series of policy adjustment has restricted the development of liquor industry to some extent. So the liquor-making enterprises have to shift their operation idea so that they can survive in such fierce market competition. This paper made a thorough understanding of the entire liquor industry and the macro and micro economic environment of Kweichow Moutai Co., Ltd., integrated with the data of the annual reports of the company over the years, and used SWOT analysis, Michael Porter’s Five Forces Model, core competence analysis to expound the experience and strategies of Kweichow Moutai, respectively.


Moutai; operation strategies; core competence

Cite This Paper

Yuyao Shen. A Study of the Operation Strategies of Kweichow Moutai Co., Ltd.. Academic Journal of Business & Management (2023) Vol. 5, Issue 11: 54-58. https://doi.org/10.25236/AJBM.2023.051108.


[1] Information on: https://www.china-moutai.com/

[2] Information on: https://www.china-moutai.com/maotaijituan/zjmt/jyyj/index.html

[3] Grundy T. Rethinking and reinventing Michael Porter's five forces model [J]. Strategic change, 2006, 15(5): 213-229.

[4] He Huayue. Five forces model analysis based on key indicators [J]. Accountant, 2015(03):27-28.

[5] Tan Hong. Building the core competitiveness of China's traditional liquor industry based on regional characteristics [J]. Enterprise Economy, 2010(09):93-96.