随着近几年中国经济的快速发展以及葡萄酒行业的发展壮大，越来越多的国外和国内企业都纷纷进入中国葡萄酒市场。同时市场环境、市场竞争格局、消费趋势的变化以及企业自身的弱点的存在，都使得企业未来将面临多重挑战。本文在对我国葡萄酒行业的发展状况、国内外宏观环境分析、张裕自身优势劣势分析的基础上，着重剖析张裕未来五年时间里的发展战略以及战略实施的相关保障措施。并通过对张裕的发展战略研究课题，笔者希望能够为张裕及其同行提供参考意见。 本文旨在通过采用理论研究和案例相结合、宏观着眼和微观分析相结合、理论演绎和实战措施相结合的方法，运用战略原理，辅以市场营销、人力资源、管理信息系统理论、结合具体图表，对我国葡萄酒行业发展状况和发展趋势进行深入研究，分析企业在竞争中的机遇和挑战，在企业战略目标制定的基础上提出具体的战略实施方案。 本文总共分为五章。第一章为概述，提出研究张裕葡萄酿酒股份有限公司（以下简称张裕）发展战略的背景、意义、方法，并提出分析分析和研究战略的基本框架;第二章分析了张裕的发展历程和面临的内外部环境;第三章对张裕的战略目标进行分析定位、战略选择确定;第四章具体分析了张裕公司的战略保障实施措施;最后第五章给出相关的结论和启示。 本文站在一个旁观者的角度，较为全面分析了行业的发展特点与公司自身的优劣势，最后通过分析得出结论：要想获得长远的发展，企业必须要审时度势，制定全局性、前瞻性的公司战略规划，加快企业信息化建设的进程，积极探索营销新思路，注重企业品牌体系的塑造，有效完善资本运营体系建设，培育和引进高素质人才，打造企业的核心竞争力和价值观，只有这样，张裕才能在未来的国际化发展道路上继续立于不败之地。

Along with the fast development of China’s economy and grape wine industry in recent years, more and more foreign and domestic grape wine enterprises have ballooned to enter the Chinese market. And the environment of market, the patterns of market competition, the changes of consumer trends, and the existence of enterprise's own weakness, make enterprises face multiple challenges in the future. This paper focuses on ChangYu’s development strategy and the relevant security measures of strategic implementation in the next five years on the base of the development situation of the wine industry in China, domestic and international macro environment, and ChangYu's advantages and disadvantages. And the author hopes to be able to provide references for ChangYu and its counterparts through this research subject of ChangYu’s development strategy. This paper aims to take a combination of theory research and case study, macro-angle and micro-analysis, theoretical deduction and practical measures, using the methods of strategic principle complemented with marketing, human resources, management information system theories and specific diagrams to studied the wine industry development situation and the development trend of competition, and to point out the opportunities and challenges of the competition. Then a specific strategy implementation plan is proposed on the basis of enterprise strategic objectives. This paper is divided into five chapters. The first chapter presents the background, significance and methods of development strategy research for ChangYu company, and puts forward the basic framework. The second chapter analyzes the development history of ChangYu and its internal and external environment. The third chapter analysed the strategic target and position of ChangYu. The fourth chapter specificly analysed ChangYu company's strategic safeguard measures. Finally, the last chapter gives conclusions and inspirations. As a bystander's view, the paper comprehensively analysed the characteristics of the whole industry's development and the advantages and disadvantages of the company itself, finally leading to some conclusions. If the enterprise wants to obtain a long-term development, it must formulate over situations, work out a forward-looking company strategic plan, accelerate the enterprise information construction process, explore new marketing ideas actively, pay attention to establish brand system, improve the capital operation system effectively, foster and introduce high-quality talents, and make the core competitiveness and values of the enterprise. And only then, ChangYu can continue the indefectible position in its international development road in the future.