浅析贵州茅台酒国际化发展的核心竞争力

本科毕业设计(论文)

题目：浅析贵州茅台酒国际化发展的核心竞争力

院系：经济贸易系

专业：国际经济与贸易

学号： **********

*名：***

指导教师：***

2015年 12月

摘要

中国的酒文化源远流长，独特的消费文化形成了非常庞大的消费市场。在历史沉淀中，形成了以“茅台”、“五粮液”、“剑南春”、“西凤”等各具特点的白酒品牌。在知名品牌系列中，贵州茅台酒以酱香突出、酒体醇厚、清亮透明、回味悠长、纯正舒适、口味协调丰满、香而不艳、空杯留香、饮后不上头等特色受到消费者的普遍欢迎，而且形成了高档白酒的认知，在国家政务招待中形成了中国白酒典型代表。

贵州茅台有限公司位于贵州赤水茅台镇河的北部，以其独特的自然环境，传统的工艺精心酿制，独创性存储，混合和纯天然有机食品，是大曲酱香型白酒的鼻祖。茅台酒的年生产能力已超过10000吨，在众多品牌的酒类销售榜首，茅台分为低，高，中，低档，最好的三个系列，全方位的市场，有酒市场的制高点，在中国的白酒市场上处于领头羊地位。

随着消费观念转变及白酒品牌的竞争加剧，茅台酒的发展逐渐从国内向国外转移，在轨迹市场中获得了一定的认知，但是自然存在一定的问题。本文从钻石模型分析入手系统地采用钻石模型分析找出发展中存在的问题及改进策略以期待对茅台酒的国际化发展形成一定的理论及实际指导意义。

关键字：茅台集团国际化核心竞争力

Abstract

Chinese wine culture has a long history, unique consumer culture formed a huge consumer market. In the historical precipitation, formed to "Mao Tai", "Wu Liang Ye", "Jian Nan Chun", "Xi Feng" and so on ,each has its characteristics of liquor brand. In their series of well-known brands, GuiZhou MaoTai maotai-flavor prominent, full-bodied, with a long finish, pure and clear and transparent, comfortable, texture coordinate, fragrant, sweet and not colourful, empty cup after drinking is not on the first characteristic is well accepted by consumers, cognitive, and formed a high-end liquor formed in the course of national government affairs to entertain a typical example of Chinese liquor.

Guizhou MaoTai Co., LTD. is located in the suck maotai chishui river, with its unique natural environment, through the unique traditional process meticulously brewed, storage and blending of natural organic food, is the earliest daqu maotai-flavor liquor. Production of maotai liquor has reached ten thousand tons, in numerous liquor brand sales topped, maotai is divided into low and medium-grade, acura three series, all-round into the market, has the liquor market, the commanding heights of the liquor in China in a leading position in the market.

As the consumption idea transformation and the liquor brand competition, the development of MaoTai liquor gradually shift from domestic to abroad, won the certain cognitive in trajectory in the market, but nature has certain problems. This article obtains from the diamond model to analyze systematically the diamond model analysis to find out the problems existing in the development and improvement strategy in order to look forward to the internationalization development of MaoTai liquor to form certain theoretical and practical significance.

Key words: Maotai Group, internationalization, The core competitiveness

目录

1 绪论 (4)

1.1 研究背景和意义 (4)

1.1.1 研究背景 (4)

1.1.2 研究意义 (4)

1.2 国内外相关研究 (5)

1.2.1 国内相关研究 (5)

1.2.2 国外相关研究 (5)

1.3 研究内容及方法 (5)

1.3.1 研究内容 (5)

1.3.2 研究方法 (5)

2 贵州茅台集团的现状 (6)

2.1 贵州茅台集团的基本现状 (6)

2.2 贵州茅台集团国际化发展现状 (6)

2.3 贵州茅台集团的市场格局 (7)

3 茅台集团的国际化战略的定位及存在问题 (8)

3.1 国际化战略定位 (8)

3.2 茅台集团的国际化发展中存在问题 (9)

3.2.1 国际化起步晚,缺少国际化经营经验 (9)

3.2.2产量有限,面临产能危机 (9)

3.2.3口感不适合国际消费群体,外销对象多为华人 (9)

3.2.4多元化经营埋藏隐患 (9)

4 基于钻石模型的茅台集团核心竞争力分析 (10)

4.1 钻石模型介绍 (10)

4.2 生产要素 (10)

4.3 需求条件 (11)

4.4 相关和支持产业 (12)

4.5 企业战略、结构和同业竞争 (12)

4.6 机遇 (13)

4.7 政府行为 (13)

5 改善茅台国际化发展核心竞争力的对策 (14)

5.1 观念国际化 (14)

5.2 高端品牌策略 (15)

5.3 多元化旳品牌战略 (15)

5.4 个性化的品牌核心竞争力战略 (16)

5.5 价格策略 (16)

结语 (18)

参考文献 (19)

致谢 (20)