四川地方特产开拓国际市场研究—以郫县豆瓣为例.doc

攀枝花学院本科毕业论文 四川地方特产开拓国际市场研究 ——以郫县豆瓣为例 学生姓名： xxx 学生学号： 200910302028 院 （系）： 经济与管理学院 年级专业： 09国际经济与贸易 指导教师： xxx 教授 二〇一三年五月 摘 要 随着国际一体化进程的全面推进，国际市场的进一步开放以及东盟自由贸易区的的建立。在国家政策的支持下，越来越多的企业选择走出国门，开拓市场。而拥有300多年的历史，被誉为“川菜之魂” 的郫县豆瓣，是全省唯一获得中国驰名商标的地理标志证明商标，也在探索“走出去”的途径。 文章首先论述了郫县豆瓣的历史及特点，通过对郫县豆瓣的发展现状和品牌文化的分析，在四川“走出去”的经营战略思想的指导下，阐述了郫县豆瓣国际化经营给周边经济发展带来的效益，并针对郫县豆瓣开拓国际市场所存在的问题，结合郫县豆瓣产业的发展现状就郫县豆瓣如何开拓国际市场有针对性地提出了关于改善品质、延伸产业链、塑造品牌等方面的建议。旨在通过不断发展与完善其产业结构和人力技术方面的储备和研发，全面提升郫县豆瓣酱的在国际调料味市场里的竞争力，使郫县豆瓣能够走出中国，面向全球。 关键词 郫县豆瓣，地方特产，塑造品牌，国际市场  ABSTRACT As the course of international integration have been promote all-around,international market opened futher and Asean free trade are setted,more and more enterprise choice develop the international market because of the national policy support.Pixian Douban has three hundred of year’s history which called “soul of sichuan cuisine”,It’s the only geographical indication which gain the Chinas well-known trademark in Sichuan.PiXian Douban is also found some way to “go out”. This article introduces the history and specaly of Pixian Douban at first.According to the analysis about current situation of the development and brand culture of Pixian Douban.And expound the economic effects which Pixian Douban develop the international market could bring around under the guidance of Business strategic of Sichuan.And in view of the problem about Pixian Douban develop the international market,I give some suggestions such as improve the quality, Extend the industrial chain and build a brand for Pixian Douban how to develop the international market. This article aim at Continuous development and improvement of The industrial structure .and reserves and research and development about Human Resources.Improve the competitiveness of Pixian Douban in international seasoning market,and make it famous all over the world. Keywords Pixian watercress ,Local specialty ,Brand building ,The intern