浅析贵州茅台酒国际化发展的核心竞争力本科毕业论文.doc

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 摘要 屮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”等各具特点的白酒胡牌。 在知名站牌系列屮，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屮国白酒典型代表。 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晶，是人曲酱香型白酒的鼻祖。茅台酒 的年牛产能力已超过10000吨，在众多詁牌的酒类销售榜首，茅台分为低，高，屮，低 档，最好的三个系列，全方位的市场，有酒市场的制高点，在屮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甜牌的竞争加剧，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屮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 nMao Tair\ MWu Liang Yef\ nJian Nan Chunr\ nXi Fengn 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 n