• The Journal of the Convergence on Culture Technology
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• v.8 no.2
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• pp.259-264
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• 2022

In China, liquor has gone beyond mere drinks to become a culture. China's liquor culture has a long history, in China, distilled liquor companies have a huge scale and huge profits. There are many companies all over the country. Fenjiu Group is a long-lived enterprise in Shanxi Province, which has considerable influence and popularity in the Chinese liquor market. Such research on Fenjiu Group enterprises has not yet appeared in South Korea. Therefore, this study analyzes the development process and corporate culture of Fenjiu Group. Fenjiu Group has a history of more than 100 years and has achieved considerable achievements and market share in the liquor market from its inception to the present. According to the investigation, the development of Fenjiu Group stems from the excellent corporate culture. Fenjiu Group has formed and developed the corporate culture based on the core idea, quality and character orientation and honest management. Based on such corporate culture, the company develops organizational structure, manufactures products, and enjoys high popularity and market share. Through this study to improve the understanding of well-known Chinese liquor companies and time-honored brand, and to provide inspiration to Korean liquor companies.