我国葡萄酒行业国际化经营策略分析--以张裕葡萄酒为例

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1、Theinternationalizationbusinessstrategy’n·’●‘1·●’‘researchOltlleWlneindustrvlnchinaGraduate：ChenLanyueSupervisor：WangWenwuSoutheastUniversityAbstractW-mtheacceleratingprocessofglobaleconomicintegration，especiallyChinajoinedWTOin2001，thebusinessenvironmentinChinawineind

2、ustryhasundergonetremendouschanges，theyhavebeentotallychangedfromregional，traditional，closetypeintoglobal，creativeandopentype．Underthisnewbackground，China'swineindustryistosolvetheproblemofhowtodealwiththechallenges．”Intemationalization”isthewayforcontemporaryenterpris

3、estomakethesurvivalanddevelopment，isthenecessarystagefordevelopmentandexpansion．ThispaperadoptsthemethodofcombinationoftheoryandpracticetoanalyzetheproblemsofChina'swineindustryandhowtoCalTyouttheinternationalizationmanagement．Firstly,thepaperelaboratedtherelateddomest

4、icandforeigntheoriestoguidethetheory．，attemptstoputtheinternationalmanagementtheoryastheinstruction．Secondly，itdiscussedthecurrentsituationofinternationalizationofwineindustry,andelaboratedtheadvantage，weakness，opportunity,threatofinternationalizationofbusiness，andtrie

5、stofmdouttheproblems．IntherepresentativeofChina'swineenterprisesZhangyuwineastheresearchobject，discussestheinternationalizationway,analyzedtheproblemsofintemationalizationmanagement．Finally,wewillgetsomesuggestionsofinternationalizationmanagementforwineindustry：(1)sett

6、inginternationalstandards，improvetheinternationalcompetitivenessofproducts；(2)activelytoexpandtheinternationalwineconsumptionmarketshare；(3)strengtheningthecombinationofinternationalandforeignwineenterprisesoperating；(4)promotethelocalculture，taketheroadofbranddevelopm

7、ent；(5)makeinnovationofmanagementsystem，inline诵thinternationalstandards．Keywords：wineindustry,Internationalizationmanagement，theinnovmivestrategyII摘要目录目录第一章导论IⅡIⅡ11．1研究背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2研究目的和意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2．1葡萄酒行业国际化经营有助于提升品牌

8、形象⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯11．2．2葡萄酒行业国际化经营有助于规范葡萄酒企业管理⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯I1．2．3葡萄酒行业国际化是大势所趋⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯21．3研究思路和方法⋯⋯⋯