啤酒生产商福斯特集团进驻中国市场的适应性分析

发布时间：2018-02-02 10:08

本文关键词： 啤酒业啤酒生产商福斯特集团文化差异　出处：《商场现代化》2017年06期 　论文类型：期刊论文

【摘要】：随着全球化的发展,世界啤酒业日益跨国化,市场份额的竞争在全球范围内升温。中国已经成为一个最重要的市场和最具有消费潜力的国家,中国啤酒市场正受到越来越多的关注。来自世界各地的啤酒生产商都逐渐选择步入中国啤酒市场。福斯特集团,澳大利亚最大的啤酒生产商,在第一次进驻中国的失败之后,福斯特集团准备在未来再次进入中国啤酒市场。本文的研究内容包括对中国啤酒市场进行分析,针对于福斯特集团所考虑不同的进入方式,并认为合资企业进入中国市场的方法可以被视为一个成功的切入点。此外,本论文建议福斯特集团应该寻求一个合适的合资伙伴,在中国拥有大型制造商的份额和更好的品牌声誉作为他们的长期合作伙伴。由于有一个不成功的经验,在中国市场在低估文化差异的效应。
[Abstract]:With the development of globalization, the world beer industry is increasingly transnational, market share competition in the global warming. China has become the most important market and the most consumption potential of the country. The Chinese beer market is getting more and more attention. Beer producers from all over the world are gradually choosing to enter the Chinese beer market. Foster Group, Australia's largest beer producer. After the failure of entering China for the first time, Forster Group intends to enter the Chinese beer market again in the future. In view of the different ways of entry considered by Foster Group and the way in which the joint venture can enter the Chinese market can be regarded as a successful entry point. This paper suggests that Foster Group should seek a suitable joint venture partner with a large manufacturer share in China and a better brand reputation as their long-term partner due to an unsuccessful experience. The effect of cultural differences is underestimated in the Chinese market.
【作者单位】：山东女子学院;
【分类号】：F416.82
【正文快照】： 一、引言随着全球化的发展,中国已经成为一个最重要的市场和最具有消费潜力的国家,中国啤酒市场正受到越来越多的关注。中国市场充满了机遇和挑战。这些机遇和挑战与中国的市场特征有关。福斯特集团,澳大利亚最大的啤酒生产商。福斯特集团拥有澳大利亚啤酒市场约50%的份额,该

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