青岛啤酒国际化经营战略研究

发布时间：2018-11-10 07:17

【摘要】：青岛啤酒有着数百年的历史,是中国啤酒行业的一流品牌。随着全球经济—体化的加剧,啤酒行业的国际竞争也日益激烈。中国啤酒在面对国际啤酒品牌的疯狂进军,必须采取积极主动地国际化战略应对挑战。青岛啤酒作为中国啤酒企业的领头羊,更要承担起相应的责任和使命。本文主要对青岛啤酒的国际化经营战略进行研究,首先介绍了企业国际化经营的相关理论基础,包括企业战略管理理论及国际商务相关理论,然后从青岛啤酒的发展历史与国际化入手,介绍了青岛啤酒的近、现代发展,国际化进程和表现。进而对青岛啤酒国际化的战略目标及实施分析。实现全球化生产、销售、采购、管理和融资,把青岛啤酒建设成国际化公司是其国际化战略目标,而为实现此目标,青岛啤酒实施了一系列的国际化经营战略,如国际市场进入战略、国际市场营销战略、品牌战略、人才战略及国际战略联盟等。当然,在国际化经营的过程中,青岛啤酒也存在一些问题,主要包括国际市场拓展难、销售渠道混乱、海外市场份额不足等。然后又对青岛啤酒的经营环境进行SWOT分析,分析青岛啤酒国际化经营中存在的内部优势劣势及外部机遇威胁,继而对青岛啤酒进一步国际化经营提出相关对策建议。通过对青岛啤酒的国际化经营战略进行分析,希望可以为中国啤酒企业在未来国际化经营的道路上提供一些经验教训,使我国啤酒企业在国际市场上更上一层楼。
[Abstract]:Tsing Tao Beer has a history of hundreds of years, is the first-class brand in China's beer industry. With the aggravation of global economy, the international competition of beer industry is becoming more and more fierce. In the face of the crazy march of international beer brands, China Beer must take a proactive international strategy to cope with the challenges. Tsing Tao Beer, as the leader of Chinese beer enterprises, should bear the corresponding responsibility and mission. This paper mainly studies Tsing Tao Beer's international management strategy. Firstly, it introduces the relevant theoretical basis of enterprise internationalization management, including the theory of enterprise strategic management and the theory of international business. Then, from Tsing Tao Beer's development history and internationalization, the paper introduces the recent, modern development, internationalization process and performance of Tsing Tao Beer. Then Tsing Tao Beer internationalization of the strategic objectives and implementation of the analysis. To achieve global production, sales, procurement, management and financing, and to build Tsing Tao Beer into an international company is its international strategic goal. In order to achieve this goal, Tsing Tao Beer has implemented a series of international business strategies. Such as international market entry strategy, international marketing strategy, brand strategy, talent strategy and international strategic alliance. Of course, in the process of international operation, Tsing Tao Beer also has some problems, including difficult to expand the international market, confusion of sales channels, lack of overseas market share and so on. Then the SWOT analysis of Tsing Tao Beer's operating environment is carried out to analyze the internal advantages and disadvantages and the external opportunities and threats in Tsing Tao Beer's international operation, and then the relevant countermeasures and suggestions are put forward for the further internationalized operation of Tsing Tao Beer. Based on the analysis of Tsing Tao Beer's international management strategy, the author hopes to provide some experience and lessons for Chinese beer enterprises on the way of international operation in the future, so as to enable Chinese beer enterprises to climb another high building in the international market.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.82

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