青岛啤酒海外市场拓展策略研究

Research on Tsingtao Brewery's Overseas Market Expansion Strategy

随着经济全球化,各国界限逐渐被打破,国际化的趋势越来越明显,这是资本开始寻找新商机的一个过程。但商机是无国界之分的,40多年的改革开放,使中国啤酒产业迅速发展,实现了利税破数百亿元,就业机会的不断创造,为经济建设贡献了巨大力量。本文以青岛啤酒为研究对象,用PEST等方法分析青岛啤酒目前在海外市场的存在现状,从不同角度分析青岛啤酒如何架构与提高企业核心能力,合理分配资源,形成企业的竞争优势。

With the economic globalization,the boundaries of countries are gradually being broken,and the trend of internationalization is becoming more and more obvious.This is a process in which capital begins to find new business opportunities.But business opportunities are without borders.More than 40 years of reform and opening up have enabled the rapid development of China's beer industry,achieving profits and taxes exceeding tens of billions of yuan,continuous creation of employment opportunities,and contributions to economic construction.This article takes Tsingtao Brewery as the research object,uses PEST and other methods to analyze the current status of Tsingtao Brewery in overseas markets,and analyzes how Tsingtao Brewery builds and improves the core capabilities of the enterprise,allocates resources rationally,and forms the competitive advantage of the enterprise from different angles.