Title: The Factors Influencing the Export Competitiveness of Kweichow Moutai in the European Market
Author: Li YuZhou
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 7th Stamford International conference “Leadership & Social Sustainability in the Tech -Driven Era” SECTION-8 (pp.1371-1377) conference proceedings PDF
Abstract
In the context of fierce competition in the domestic liquor market and changing preferences of young consumers, Kweichow Moutai has been endeavouring to expand its international business in order to reduce its reliance on the domestic market. At the same time, influenced by consumer policies, such as restrictions on official spending and the criminalisation of drunk driving, expansion into the international market has become a necessary path for Kweichow Moutai. Europe is a traditional concentration of spirits consumption, with many of the world’s largest drinking nations and a long history of alcohol consumption, especially in the mid- to high-end market white wine is more favoured by the market. The European market is also the second largest region for Moutai’s overseas exports. Taking Europe as the target market, this study examines the key factors affecting Kweichow Moutai’s export competitiveness, aiming to help Kweichow Moutai develop a better export strategy. The study of the European market can also provide a reference for Kweichow Moutai’s development in other overseas markets.
This study has two main objectives: (1) to identify the key factors affecting Kweichow Moutai’s export competitiveness in the European market; and (2) to examine the effect of brand reputation, product uniqueness, knowledge of laws and regulations, and distribution channel management on Moutai’s export competitiveness in the European market.
This study adopted a quantitative research methodology by distributing questionnaires and using SPSS software for statistical and correlation analyses. The study collected questionnaires from the employees of Kweichow Moutai headquarters and branches, and 380questionnaires were completed, with 340 valid questionnaires and a valid recovery rate of 89.5%. The study shows that: (1) The influencing factors of Kweichow Moutai’s export competitiveness in the European market are brand reputation, product uniqueness, knowledge of laws and regulations, and distribution channel management. (2) brand reputation, product uniqueness, knowledge of laws and regulations, and distribution channel management have a positive effect on Kweichow Moutai’s export competitiveness. For recommendations, Kweichow Moutai should focus on building a good brand reputation, enhancing product uniqueness, strengthening research on export market laws and regulations and improving control and management of distribution channels.
Keywords: Chinese baijiu, Kweichow Moutai, export competitiveness, European market, brand reputation, product uniqueness, laws and regulations, distribution channels
The Factors Influencing the Export Competitiveness of Kweichow Moutai in the European Market
6517195816 Li YuZhou 2567 (2024) The Factors Influencing the Export Competitiveness of Kweichow Moutai in the European Market สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University