贵州茅台集团国际化经营战略

发布时间：2018-02-23 03:48

本文关键词： 贵州茅台集团国际化战略　出处：《贵州财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：以茅台酒为龙头的中国白酒在经历了十年的飞速发展之后,现在面临内忧外患的情况,“限公令”以及政府一系列的反腐倡廉行动的展开让茅台酒失去了以往稳定的消费市场；塑化剂风波让茅台集团股价严重下跌。另外,白兰地、威士忌、伏特加都已扬名世界了,同样作为世界四大蒸馏酒之一的贵州茅台的国际化脚步却一直很缓慢,丢掉了很多的国际市场。这背后的原因有很多,例如,内部原因有茅台酒产能有限、生产环境不可复制性、口感不能适合国际消费者等,外部原因有国际市场对白酒文化接受程度不高、其他酒类产品的激烈竞争等。在这种情势下,贵州茅台集团寻求国际化经营,不仅能解决目前的内忧外患,更能够赢得集团长远的发展和白酒文化的有效传播,势在必行。本文力求为贵州茅台集团国际化经营出谋划策,具体分析如下：首先,对贵州茅台集团做了详细的介绍,对近几年的国际化运作情况进行了详细的阐述。其次,利用“国际化蛛网模型”对当前贵州茅台的国际化程度进行量化的测评。企业国际化蛛网模型主要是从以下六个指标,即跨国经营方式、财务管理、市场营销、组织结构、人事管理和跨国指数来考察其国际化程度。通过综合分析,可以找出茅台国际化经营中的优势和劣势,以便正确把握国际化经营的方向和速度,从而及时纠正其发展中的偏差。第三,分析了贵州茅台集团国际化经营内部条件和外部环境,指出其国际化经营和战略发展的必要性和可行性。最后,通过以上分析得出贵州茅台国际化经营海外市场的选择路径以及战略选择。本文认为在贵州茅台的国际化经营和战略发展中,在短期内适合其发展的战略选择是国际化战略,把茅台酒的研发和生产主要放在国内,并且在各个有销售业务的国家设立营销网点,机动灵活的采取一些本土化的营销策略。但长期内,贵州茅台集团的国际化战略应该转向跨国战略,寻求低成本和产品多样化的平衡。国际目标市场主要集中在东亚、东南亚等亚洲国家以及美国等购买力较强的国家,进入方式为小规模进入,搜集市场信息,减少大规模进入的风险,在其产品和营销策略在目标国家产生良好效果的时候再进行大规模进入,逐步的推进在其他目标国的国际化,实现规模效应。本文站在一个具体的民族企业而不是一个行业的角度思考其国际化发展问题,这在之前的研究中是不多见的,并且做到了对企业国际化发展的全过程的研究,对于茅台酒业来说具有切实可行的借鉴意义。
[Abstract]:After ten years of rapid development, Maotai Liquor is now facing the situation of internal and external troubles. "restricted Public order" and a series of government actions to combat corruption have made Maotai Liquor lose its previous stable consumer market. The plasticizer storm has caused the stock price of Moutai Group to plummet. In addition, brandy, whisky and vodka have become world-famous, but the pace of internationalization of Guizhou Moutai, one of the world's four largest distilled wines, has been slow. Lost a lot of international markets. There are many reasons behind this, such as limited production capacity of Maotai wine, non-replicable production environment, unsuitable taste for international consumers and so on. External reasons include the low acceptance of liquor culture in the international market. Fierce competition for other alcoholic products. In this situation, the international management of Guizhou Moutai Group can not only solve the current internal and external problems, but also win the long-term development of the Group and the effective dissemination of liquor culture. It is imperative for this paper to make great efforts to make suggestions for the international operation of Guizhou Maotai Group. The specific analysis is as follows: firstly, the detailed introduction of Guizhou Moutai Group is given, and the international operation in recent years is described in detail. Secondly, Using the "international cobweb model" to measure the internationalization degree of the current Guizhou Maotai, the enterprise internationalization spider web model is mainly from the following six indicators, namely, transnational management, financial management, marketing, organizational structure, Personnel management and transnational indices are used to investigate the degree of internationalization. Through comprehensive analysis, we can find out the strengths and weaknesses in Maotai's international operation, so as to correctly grasp the direction and speed of international management. In order to correct the deviation in its development in time. Thirdly, it analyzes the internal conditions and external environment of the international operation of Guizhou Maotai Group, and points out the necessity and feasibility of its international operation and strategic development. Finally, Through the above analysis, we can find out the choice path and strategic choice of overseas market in international operation of Guizhou Maotai. In the international operation and strategic development of Guizhou Maotai, the strategic choice suitable for its development in the short term is the international strategy. Put the research and development and production of Maotai wine mainly at home, and set up marketing outlets in various countries with sales business, and adopt some local marketing strategies flexibly. But in the long run, The international strategy of Guizhou Moutai Group should be shifted to a transnational strategy, seeking a balance between low cost and diversification of products. The international target market is mainly concentrated in Asian countries such as East Asia, Southeast Asia, and the United States, and countries with strong purchasing power, such as the United States. The way of entry is to enter on a small scale, collect market information, reduce the risk of large-scale entry, make large-scale entry when its products and marketing strategies produce good results in the target country, and gradually promote internationalization in other target countries. Scale effect is realized. In this paper, from the perspective of a specific national enterprise rather than an industry, the development of internationalization is considered, which is rare in previous studies, and the whole process of the development of enterprise internationalization has been studied. For Maotai wine industry has practical reference significance.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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