外资并购近看远瞻之——外资的本土化策略及我们的差距

<正>本上策略暗潮涌动相对于以往洋啤酒以高档宾馆、酒楼、夜场以及大型商超专柜为主的营销模式,一些新的营销模式也开始出现并被推广。据西欧某啤酒品牌中国市场顾问张怡蓉女士介绍,洋啤酒进驻中国市场需要一个等待中国消费者接受、了解进而喜爱的过程。商超这种主动消费型的购物环境适合已经家喻户晓的酒类品

The Localization Strategy of Foreign Enterprises and the Gap between Chinese and Foreign Countries

Many different sale modes have been introduced into the sale of beer produced by foreign companies, which aims at further publicizing the foreign beer brands. The sale of foreign beer has gradually changed into different ways. In some cases, the foreign brands are being localized. With their intrinsic advantages, foreign companies would increase their sale in Chinese market, which could strengthen the severe competition in the future domestic market. While on the other hand, the domestic beer enterprises are not strong enough to compete with the international enterprises. And some domestic enterprises are purchased by foreign enterprises, creating some large beer enterprises in China. Though the purchase and combination between enterprises make the market prosperous, the situation is bad for the development of national beer industry: Firstly, it is bad for the structure of beer industry; secondly, the competitive capability of domestic beer industry will be weakened; thirdly, the risk of national resources is high, etc. As for the disadvantages mentioned above, we should focus on the development of national beer industry.