| With the development of international economic integration, multinational corporations have adopted various ways to participate in international competition. Chinese beer enterprises have been involved in the wave of internationalization without going abroad, so that participation in international competition has become an inevitable trend. Although the domestic beer companies have regional advantages, they still can not successfully enter the international market in a lack of international competitiveness generally caused by small-scale, dispersed brands, difficulties in controlling international rules and meeting international standards, etc. In this regard, the article proposed that they would rather to internationalize initiatively than to be internationalized. On one hand, they should enhance their own internal strength. On the other, they should upgrade the external adaptation and competitiveness in order to make full use of international resources to realize their own values.Therefore, how to analyze and select international target markets according to their own characteristics, how to implement effective enter strategies and how to take countermeasures to enter the international market successfully have become the most important problems facing by beer companies of the moment. Firstly, this paper reviewed and commented the related theories and research at home and abroad on multinational enterprises, entry strategy, etc. Secondly, the paper put forward the references to Chinese beer enterprises on entry strategy in several typical marketing taking Tsingtao as an example. Finally, the article proposed countermeasures of how to enter the international market successfully according to the recent situation and problems which Chinese beer firms have met, drawing on experience in Tsingtao. The whole paper aimed to put theories into practice, which really had practical significance for our beer companies to internationalize truly. |
