How Do Start-Up Companies Explore the Strategies to Pursue Market Share and Benefits—Take Maotai-Flavor Liquor in Renhuai as an Example

Abstract

Maotai originates from the famous capital of porcelain in China—Renhuai city. With the conduct of the State Council Document (No. 2) in 2012, Maotai-flavor liquor steps into the market, with its geographical advantages richly endowed by nature and historical goodness. Industry of Maotai-flavor liquor rapidly emerges in Renhuai. As a representative, the development situation of Maotai has a bright future, with the collection of raw materials, production, supply, sales in one of the state-owned enterprises. It works as the second aircraft carrier after Maotai group, mainly named as “Chinese wine capital—Renhuai”, setting up by Renhuai government and relying on the attraction of original geography. By the means of developing provincial agent and investment for marketing, it aims to increase the area’s GDP and Maotai-flavor liquor’s market share. Adhering to the principle of honesty and trustworthiness, gaining profit as well as making production and management philosophy, “the most fragrance Maotai-flavor liquor in the world originates from Renhuai” makes healthy Maotai-flavor liquor culture in China. Wine is a special drink which has been given to man by god. In a sense, the history of the Chinese nation is the history of wine culture and Chinese culture with wine culture has combined closely to each other. Wine has been Chinese people’s bone marrow. Wine industry is a traditional industry, a never declined human society, shining farming civilization brilliantly, full of the wisdom of creation and cultural charm.