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青岛啤酒依靠其多年的经营,已在国际市场上打响名号并长期维持想当高的市场占有率。同为国内优秀啤酒企业的千岛湖啤酒却始终无法有效拓宽其国际销售市场。本文通过对千岛湖啤酒发展的优、劣势分析,对其存在的问题提出打造品牌、提升产品质量等方面的发展意见。并借鉴青岛啤酒成功经验,对千岛湖啤酒如何改善产品结构,扩大市场占有率及制定进军国际市场战略有一定的思路。
Tsingtao Brewery relies on its years of operation, has made its name in the international market and long-term to maintain high market share. Qiandaohu Brewery, which is also a domestic excellent beer enterprise, has not been able to effectively broaden its international sales market. Based on the analysis of superiority and inferiority of Qiandaohu beer development, this article puts forward some suggestions on how to build brand and improve product quality. And draw lessons from the successful experience of Tsingtao Brewery, Qiandao Lake Beer how to improve product mix, expand market share and to develop strategic entry into the international market have some ideas.