Research On International Strategy Of Tsingtao Brewery

Tsingtao Brewery has hundred years of history, it is the leading brands of Chinese beer industry. With the intensification of global economic integration, international competition in the beer industry is becoming more intense. Facing the crazy competition of international beer brands, we must take proactive international strategy to deal with the challenge. As a leader of Chinese beer industry. Tsingtao Brewery should take corresponding responsibility and mission.This paper focuses on studying the international business strategy of Tsingtao Brewery. In the beginning, this paper introduced the basic theory of international business operations, including the theory of company strategy management and the theory of international business, then introduced the history and internationalization of Tsingtao Brewery, including the development of Tsingtao Brewery, the process and performance of internationalization. Then analyzes the strategic goal and carry out of internationalization. The international strategic objectives of Tsingtao Brewery is achieving the globalization of production, sales, purchasing, management and financing and building itself an international company. To achieve this goal, Qingdao Brewery has implemented a series of international business strategy, such as the strategy of international market entering, the strategy of international marketing, brand strategy, human resources strategy and international strategic alliances. In the process of international operations, there are some problems such as the difficulty of International market expansion, sales channels confusion and lack of overseas market share. Then using the SWOT analysis to analyze the operating environment of Tsingtao Brewery, including its internal strengths and weaknesses and external opportunities and threats.At last makes some relevant suggestions about further international operations of Tsingtao.Through the analysis of strategy of Tsingtao,I wish it could provide some lessons for other Chinese beer companies about international business in the future, and make our beer business go to a high level in the international market.