攀山千条路,同览一月高——对青岛、燕京、金星三家著名啤酒企业不同对外扩张模式的对比研究

青岛、燕京、金星三大啤酒巨企 ,在激烈的市场竞争中 ,根据各自实际情况选择了不同的低成本对外扩张模式。青岛凭借其管理、品牌、资金、人才和市场优势 ,采取兼并收购的方式 ,成功实现了规模扩张战略。燕京以雄厚的资金优势走强强联合的扩张模式 ,增强与青啤的抗衡实力。河南金星则采取独资建厂的对外规模扩张模式 ,也取得显著的成效。(孙悟)

Comparative Study on the Different External Expansion Patterns of Qindao Brewery, Yanjing Brewery and Jinxing Brewery

The three famous breweries-Qindao, Yanjing and Jinxing have selected different external expansion patterns according to hteir own conditions and all have realized outstanding achievements in face of violent market competition. Qindao relying on its advantages of management, brand, capitals, talents and marketing, has implemented the pattern of annexation and acquisition and the pattern works successfully. Yanjing, relying on its advantages of capitals, has implemented the patter of allied expansion with other powerful enterprises and it finally has enhanced its antagonistic capacity against Qindao. Jinxing has implemented different pattern of establishing more branch breweries for external expansion which also obtained remarkable achievements. (Tran.by YUE Yang)