试论青岛啤酒的历史与文化现状

On the History and Culture of Qingdao Beer

青岛啤酒在中华大地上走过了百年发展历程,创造了一系列骄人成绩,成为享誉国内外的知名品牌。目前,青岛啤酒在企业文化建设上存在品牌定位模糊的问题,儒家之思想精髓仁、义、礼、智、信能切合其对未来发展定位的诉求,对其国际化具有现实指导意义。青岛啤酒未来发展,应更富国际化、现代时尚感、充满感性与亲和力。

Through a development history of 100 years, Qingdao beer has made impressive achievements, becoming well known as a brand at home and abroad. There exists indistinct brand orientation for Qingdao beer in the corporate culture construction. Benevolence, justice, rites, wisdom and credit, which are the essence of Confucianism caters to the appeal of its future development, representing the practical instruction significance for its internationalization. The future development of Qingdao beer should be more internationalized, trendy, inductive and affinitive.