企业海内外营销策略-以贵州股份有限公司为例-商务英语.doc

Abstract Guizhou Moutai is a famous wine brand in China. It has a long history and a long history. It is an excellent and precious national heritage in China and one of the four famous steaming wines in the world. However, the internationalization of Kweichow Moutai has been slow. In addition to Guizhou Maotai, others have become famous in the world. As one of Chinas national business cards, Kweichow Moutai has to go abroad, carry out international operations, and seek international strategic development. It is the only way to adapt to the development trend of economic globalization and enhance competitiveness. Although its current market share in the international market has reached many countries and regions, the total amount is not large. Its main international markets are some countries in North America and Asia and the main consumer groups are Chinese. The export volume is not very large, it is only about the total output. In addition, the Chinese liquor culture has not been effectively spread; the taste of liquor has not been recognized by the international market; the market share is low, and the international development road of Guizhou Maotai liquor industry is difficult. This paper hopes to establish a foothold in Moutai wine industry, and use various internationalization theories and empirical research to effectively plan for Maotais international management and strategic development. Key words：Guizhou Maotai; international operation; marketing  Outline Thesis statement:This article mainly analysis different marketing models between Kwechow Moutai and Diageo at home and aboard and development trend. 30189_WPSOffice_Level1 Ⅰ. Introduction 1 9859_WPSOffice_Level1 Ⅱ. Literature Review 2 8895_WPSOffice_Level1 Ⅲ. Marketing Models of Kwechow Moutai 6 11711_WPSOffice_Level1 A. Marketing at home 6 20627_WPSOffice_Level2 1. Production 6 5066_WPSOffice_Level2 2. Place 6 8570_WPSOffice_Level2 3. Price 7 8991_WPSOffice_Level2 4. Promotion 9 19