A Comparative Study On The Internationalization Of Budweiser Beer And Tsingtao Beer Brand

With the development of global economic integration, more and more enterprises will look to develop the international market, implementation of international strategy has become an important business strategy for sustainable development of the enterprise, and the brand internationalization strategy is one of the important ways of international strategy. In this international environment, in order to achieve sustainable development, the Chinese enterprises must strive to improve their brand value, and actively move towards to the international market. Chinese enterprises should be enhance their competitiveness in the international context and establish a global brand image. The development of beer enterprises is also becoming more and more internationalization. Because of the huge consumption potential in China, the Chinese beer market is getting more and more attention all over the world. This trend has brought important opportunities as well as challenges for local beer companies. Therefore, to the Chinese beer producers, it is in urgent need of implementing appropriate strategies and international means. At present, many Chinese beer enterprises have recognized the importance of international and have taken an active strategy to accelerate the pace of international development. However, compared with the international well-known beer brands, Chinese brands of beer which have been recognized are very few, the international development of the beer industry also has a lot of problems. It is against this background that the paper will take the foreign beer giant Budweiser Beer and our well-known Tsingtao Brewery brands as a starting point, make a comparative analysis of the similarities and differences between the two international brands, in-depth study of the advantages and disadvantages of Tsingtao Brewery brand in the process of internationalization, which will make feasible suggestions for Tsingtao Brewery and Chinese beer industry to carry out the brand internationalization strategy.Firstly,this part discusses search background, research significance, problems and research purposes; in addition, this part describes the brand internationalization of the current enterprises and Budweiser Beer and Tsingtao Brewery brand internationalization research status?presents the overall content and structure arrangement ? explains the research methods and framework. Secondly, the chapter introduces the relevant theoretical basis of brand internationalization. This part learns about the different definition of brand the connotation?formation and meaning of brand internationalization, then explores the path?extent?factors theory of brand internationalization. Thirdly,the chapter analyzes the own brand development of Budweiser beer and Tsingtao Brewery. Firstly, it respectively illustrates the brand internationalization development status of the developed countries and the Chinese beer enterprises. Then simply introduces the Budweiser Beer and Tsingtao Brewery and analyze brand development of the Budweiser beer and Tsingtao beer by SWOT analysis. Then,In order to help the Tsingtao Brewery better towards the world and to advise the internationalized development of other brands of Chinese beer industry. We can analyze and compare Budweiser Beer and Tsingtao Brewery brand internationalization, to explore the Tsingtao Brewery of advantages and disadvantages in the brand internationalization path, degree, personalized marketing and other aspects. Lastly, the chapter is based on the analysis and comparison, find out the gap between Tsingtao Brewery and Budweiser Beer, summarize the experiences and lessons of the Tsingtao Brewery on the brand internationalization path, put forward the countermeasures and suggestions on the brand internationalization development of Chinese beer industry.