汾酒的国际市场营销现状及对策探析

Probes into the Marketing of Fenjiu in the International Market

目前在世界六大蒸馏酒中,中国传统白酒有着自己独特的优势。汾酒作为中国清香型白酒的代表,与威士忌、白兰地、伏特加等国际流行酒口感相似、风格相近,未来前景看好。但是汾酒目前的国际市场不容乐观,在经济全球化的趋势下,汾酒面临前所未有的机会与挑战。文章通过分析汾酒的国际市场营销现状,指出了其存在的问题,并提出了一些相关对策,以期为顺利开展汾酒的国际市场营销提供较为实用的策略选择。

Traditional Chinese liquor has their advantages among the distilled liquor in the world. Fenjiu, as the representative of light - flavored liquor, whose flavor and style are similar to the world - famous whisky, brandy and vodka, has a bright future. But its current situation in the international market is not so good and it is facing unprecedented opportunities and challenges in the economic globalization. The paper, after analyzing the current situation of Fenjiu in the international market, points out some problems and proposes some measures and practical strategies for the smooth development of Fenjiu in the international market.