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刊物期号: 201706

茅台酒国际市场状况及发展对策研究(126)

作者: 郭 旭,张 颖,王 鑫,吴海洋,史佳可,万夏男

地址:贵州商学院,贵州 贵阳 邮编:550014
摘要 通过对茅台酒国际市场状况的分析,可以看到茅台酒国际业务总体上呈现出良好的发展势头,出口额逐年增加,增长速度也较为可观,成为中国白酒国际化最为耀眼的明星,占据中国白酒出口的半壁江山。然而,茅台酒出口额在公司主营业务收入中所占比重较小,多数年份都在5 %以下,国际业务很难成为公司的战略决策。在茅台酒国际市场开拓的过程中,还面临着国内外酒类管理制度的差异、中外酒类消费与酒文化的差异、国际烈酒市场竞争激烈、国际市场开拓能力不足等问题。茅台酒要真正实现“世界蒸馏酒第一品牌”的战略目标,需要做出多方面的努力才能实现。
关键词 茅台酒; 国际市场营销; 发展对策; 白酒
中图分类号: TS262.3;F713.5 文献标识码: D 文章编号: 1001-9286(2017)06-0126-07

英文标题: Situation of Maotai in International Market and Its Development Strategies

英文作者: GUO Xu, ZHANG Yin, WANG Xin, WU Haiyang, SHI Jiake and WAN Xianan

英文地址: Guizhou University of Commerce, Guiyang, Guizhou 550014, China

英文摘要 Through the analysis of the situation of Maotai in international market, we can see that Maotai presents a good impetus and vast potential for future development and that it has become the most dazzling star in the internationalization of Chinese Baijiu (its export volume taking up half of total Chinese Baijiu). On the other hand, the export volume of Maotai accounts for only a small part of its total sales revenue (less than 5 %). Accordingly, international business is unlikely to become the strategic decision of Maotai Distillery. Moreover, Maotai faces great differences in management system, consumption habit and culture between domestic market and international market. And it also faces the difficulties such as brutal international competition and inexperienced international marketing, etc. In order to achieve the strategic goal of World No.1 Spirit Brand, Maotai still has a long way to go. (Trans. by YUE Yang)
英文关键词 Maotai; international marketing; development strategies; Baijiu
      

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