| ABSTRACT | 第1-7页 |
| 摘要 | 第7-13页 |
| Chapter Ⅰ Introduction | 第13-16页 |
| ·Background | 第13-14页 |
| ·Research Purposes and Significance | 第14页 |
| ·Research Contents and Methods | 第14-16页 |
| Chapter Ⅱ Relevant Theories on Brand Internationalization | 第16-26页 |
| ·International Brand | 第16-17页 |
| ·Definition of International Brand | 第16-17页 |
| ·Features of International Brand | 第17页 |
| ·Connotation of Brand Internationalization | 第17-22页 |
| ·Definition of Brand Internationalization | 第17-18页 |
| ·Significance of Brand Internationalization | 第18-20页 |
| ·Opportunities for Brand Internationalization | 第20-22页 |
| ·Brand Internationalization Modes | 第22-24页 |
| ·Brand Exporting | 第22-23页 |
| ·Franchising | 第23页 |
| ·Sole Proprietorship | 第23页 |
| ·Joint Ventue | 第23-24页 |
| ·Merger and Acquisition | 第24页 |
| ·Brand Internationalization Spread Patterns | 第24-26页 |
| ·Standardization of rand Internationalization | 第24-25页 |
| ·Localization of Brand Internationalization | 第25页 |
| ·Globalization of Brand Internationalization | 第25-26页 |
| Chapter Ⅲ Status Quo and Trend of the World Beer Industry | 第26-34页 |
| ·Top Ten Beer Brands in the World | 第26-28页 |
| ·Status Quo of Global Beer Market | 第28-30页 |
| ·Beer Brand Developing Trend in the World | 第30-34页 |
| ·Reduction of Brand Quantity | 第30-31页 |
| ·Concentration on Fostering Flag Brand | 第31-32页 |
| ·Stressing on Cooperation among Brands | 第32-34页 |
| Chapter Ⅳ Brand Internationalization Analysis of Budweiser | 第34-58页 |
| ·Overview of ABInBev | 第34-38页 |
| ·Major Brands | 第35-36页 |
| ·Major Markets | 第36-38页 |
| ·SWOT Analysis on Budweiser | 第38-47页 |
| ·Strengths | 第38-40页 |
| ·Weaknesses | 第40-42页 |
| ·Opportunities | 第42-44页 |
| ·Threats | 第44-47页 |
| ·Brand Internationalization Strategies Applied by Budweiser | 第47-53页 |
| ·Individualized Brand Positioning | 第47-48页 |
| ·Brand Propagation through Specific Advertising Images | 第48-49页 |
| ·Brand Communication via Sports and Music | 第49-51页 |
| ·Intelligent Distriution System | 第51-52页 |
| ·Advanced Information System | 第52-53页 |
| ·Localization of Budweiser in China | 第53-58页 |
| ·Local Infiltration | 第53-54页 |
| ·Beer Production Localization | 第54-55页 |
| ·Marketing Localization | 第55-56页 |
| ·Capital Operation Localization | 第56-57页 |
| ·Personnel Localization | 第57-58页 |
| Chapter Ⅴ Brand Internationalization Status of Chinese Beers | 第58-75页 |
| ·Major Breweries in China | 第58-61页 |
| ·Tsingtao Brewery | 第58-60页 |
| ·China Recourses Snow Brewery | 第60-61页 |
| ·Yanjing Beer Group | 第61页 |
| ·Features of Domestic Beer Market | 第61-68页 |
| ·Significant Increase of Output and Export Volume | 第61-63页 |
| ·Increase of Economic Benefit | 第63-64页 |
| ·Stable Quality and Varieties | 第64页 |
| ·Production Capacity Surplus | 第64-66页 |
| ·Promotion at Low Prices | 第66-67页 |
| ·Obvious Economies of Scale | 第67-68页 |
| ·Foreign Beers in China | 第68-70页 |
| ·Brand Internationalization of Chinese Beers | 第70-73页 |
| ·Brand Internationalization Process of Tsingtao Beer | 第70-71页 |
| ·Brand Internationalization Strategies Applied by Tsingtao Beer | 第71-73页 |
| ·Brand Internationalization Problems of Chinese Beers | 第73-75页 |
| Chapter Ⅵ Suggestions for Brand Internationalization of Chinese Beers | 第75-86页 |
| ·Product Strategy | 第75-77页 |
| ·Develop New Products | 第76-77页 |
| ·Update Technology | 第77页 |
| ·Pricing Strategy | 第77-78页 |
| ·Pricing in Consistent with Marketing Mix | 第77-78页 |
| ·Pricing according to Diverse Markets | 第78页 |
| ·Position Strategy | 第78-79页 |
| ·Place Strategy | 第79-81页 |
| ·Personnel Strategy | 第81页 |
| ·International Brand Communication | 第81-86页 |
| ·Global Advertising | 第82页 |
| ·Marketing through Sports Events | 第82-84页 |
| ·Cross-Cultural Communication | 第84-86页 |
| Chapter Ⅶ Conclusion | 第86-87页 |
| REFERENCES | 第87-89页 |
| ACKNOWLEDGEMENTS | 第89-90页 |
