INTERNATIONAL MARKETING

Global Brand Strategy Issues

Delivering on China's global brand aspirations: The Case of Tsingtao Brewery Company

Global Brand Strategy Issues

Delivering on China's global brand aspirations: The Case of Tsingtao Brewery Company

Introduction

China's road of globalization, after nearly 20 years of development, has made great progress in the world. While the world has become a “global village”, there is certainly more room for Chinese enterprises than others, based on China's commitment to make a place for itself among international and multinational enterprises. Experiencing the limitations of local and simple export stage, the Chinese enterprises are still in a transitional period for access to resources and markets semi-globalization and globalization coexist to obtain globalization competitiveness (Rosenberg, 2005, 2-74). A comprehensive analysis of the current situation and challenges in the process of globalization of Chinese enterprises and the wisdom of globalization calls for major strategy implications and the implementation point of view of globalization to breakthrough. The globalization of Chinese enterprises is facing a transition that normally follows the course of following characteristics:

A globalization of Chinese enterprises scale of investment in a rapid increase in overseas asset stock is still limited impact,

Europe and the United States and other developed areas has become a new growth of investment in the target area,

Trade and mining investment is large-scale manufacturing investment growth leading trend is clearly,

Chinese enterprises overseas M & A activity, a significant increase in technology and brand, M & A case,

Five private enterprises have been quick to board the globalization stage (Munck, 2002, 10-21).

In 2003, the Chinese enterprises entered a semi-globalization phase. The core of this stage of the development of enterprises is still in China, but by expanding overseas export agent and M & A resources to meet the needs of domestic markets and resources; to 2009, the layout in major markets around the world production base and R & D institutions; rational allocation of technology, products, human, financial and other resources on a global scale, through technology optimization, product localization costs, optimize efficiency, to achieve the goal of improving global competitiveness, the real optimal allocation of global resources. meet global customer demand for Chinese enterprises to invest in case a significant increase in China started to upgrade to the full phase of globalization.

China is a large beer production and consumption countries. At the end of 2008, beer production in China was ranked first in the world for many years. In 2008, affected by higher raw material prices and the financial crisis, etc., the total beer production in China "was 41.03 million tons with an increase of only 5.46% annually, which was the lowest in recent years. Beer production in China was the first world for many years and China is one of the regions where beer markets grow fastest in the world. Currently, the Chinese beer industry is still in the middle and late integration phase (Robinson, 2001, 157-200). In 2009, although it is affected by the financial crisis, competition in the beer market is still ...