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作为一个沿海旅游

城市，烟台，打了两个杀手锏，一海景是山区，国际葡萄酒城。海景山不仅在烟台，有国际葡萄酒城是亚洲国家独特的。

作为一个城市的名称并在张裕方面，著名的旅游景点带来的旅游收入，每年约有数百万容易计算。不能被计算为游客，人数和会，张裕文化广泛，上升的企业形象。

难以率，博物馆和文化

张裕如果你想了解，认识到张裕，在烟台张裕酒文化博物馆位于海滨城市，是一个最好的窗口。这是中国首个专业的世界级葡萄酒博物馆，也是国家AAAA级旅游景点，全国工业旅游示范点，全国爱国主义教育基地。博物馆成立于1992年，2001年张裕投资6000.00万元进行重建，使之成为张裕文化和中华文化，最好的葡萄酒载波扩频。

据统计，超过10年，张裕酒文化博物馆已收到的生活超过2亿人以上各界党和国家领导人，外国国家元首，知名人士和嘉宾。去年，博物馆收到19.0万游客，今年预计将举办25万人。它几乎可以说是游客到烟台张裕酒文化博物馆了。

张裕酒文化博物馆是展示张裕厚的历史，丰富的文化和民族品牌的崛起。此旅游观光的导游，解释和实物再现，往往不自觉地进入“时光隧道”。

1892年，爱国华侨先生章逼氏怀抱“工业繁荣”的野心，张加“兴隆富裕”和“玉”在烟台张裕集团性质所造成的前身—烟台张裕葡萄酒公司，并建议1“对酿造葡萄酒，好以人为本”的诚信观，坚持以诚信的基础素质。为了达到这个目的，张弼士易酒师3，最后邀请奥地利的酿酒师，葡萄酒酿造交给下降。 1914年，张裕产品刚刚投放市场，在代在东南亚伊智兴业是“卓越号”和大片奖章。 1915年，在“巴拿马太平洋万国商品博览会”，张裕产品中夺得4枚金牌，一举，使人民真正有世界公认的葡萄酒，大中华民族的雄心。

博物馆藏品也是名人笔迹及有关图形很多资料，以及实物，有孙中山，康有为和其他人的崇高理想，以及对在1992年国庆日，江泽民同志前夕江泽民的题词为沧浪“的诗味，酝酿前香”。

博物馆张裕都表明，所有其他企业无法比拟的文化和历史的厚度。从博物馆倘佯收听到过去的故事，然后采取在今天的发展看张裕，游客往往察觉不到的钦佩的张裕诞生和自豪感的民族品牌，从承认和任何其他企业的崛起令人自豪的历史责任感来，不能比任何广告不能代替。张裕葡萄酒公司，股份公司总经理周洪江在这一点上深情地呼唤：“深厚的文化积淀是最宝贵的品牌，张裕在市场竞争中的财富，为了争取主动，必须有一个良好的企业文化，张裕卡。 “

推广葡萄酒文化，张裕，旅游公司建立一个葡萄酒文化旅游的经典路线，景点包括：张裕酒文化博物馆张裕卡斯特酒庄，白兰地公司夏朗东德国中心蒸馏和发酵车间。胶东这条路线是一个主要的旅游亮点。

与几百年积累的文化厚，张裕建立了丰富的企业文化，自己的特点。如今，张裕的企业家精神，演变成“爱国，敬业，优质，裂缝”，这样的人民的精神，不断激发张裕实现自身价值，提高市场竞争力，使这个品牌一直旺盛的100全活力。国际酒文化

张裕

到它自己独特的方式是独特的品牌文化，酒文化博物馆传播，今年9月起，将增添一个身份—国际葡萄酒博物馆，这是国际葡萄与葡萄酒组织经过仔细挑选获奖张裕。

“当博物馆将放在两个品牌。”张裕傅铭志说总经理助理。国际葡萄酒博物馆张裕酒文化博物馆是在二楼，这里是原来的地方张裕办公室占地面积1500平方米，改造正在紧锣密鼓进行。在改造完成后，这里将成为国际办公室和科学办公室，游客将有国际葡萄与葡萄酒组织和会员国，这项研究的科学知识，是世界葡萄酒文化和张裕的了解更全面地了解国际化进程。国际葡萄酒

成立博物馆，张裕酒文化的扩大，以及国际市场的品牌张裕找到了载体。 2002年，张裕在国际化迈出了第一步，与法国最大的葡萄酒企业卡斯特集团联手投资4500.000万元建立专门的酿酒厂，酿酒厂开始生产葡萄酒。自那时以来，张裕与加拿大，冰谷酒庄张裕黄金建设建立合资企业，是世界上最大的冰酒生产基地。在智利以品牌输出张裕凯利成立一个酒厂。今年6月，来自意大利，美国，法国，葡萄牙，中国5建设合资在北京建立国家，国际酒庄爱斐堡开幕。国际葡萄与葡萄酒组织已承诺全力支持张裕北京国际酒庄，使其成为全球酒庄的示范基地。

周洪江说，民族是世界上，张裕的产品在世界上必须有一个中国品牌，“文化与市场竞争的有机结合，是张裕取胜的法宝。”随着“国际葡萄酒博物馆天梯”，在经营张裕酒文化擅长，无疑增加了一个武器的世界。

百年创新

虽然不是那么有趣的酒市场，葡萄酒市场从来没有停止过，张裕，长城，王朝3裂缝的战争一直不断。虽然市场的领先地位已得到控制的张裕，张裕却不敢有丝毫松懈。张裕：“我们必须解放思想，新的观念，抓住机遇，加快”创新文化作为企业发展的助推器。

在公司的重组，创新营销系统集成解决，张裕品牌架构开始调整。在今年北京张裕爱斐堡国际酒庄是张裕6月新开张的高端品牌“的核心，张裕群岛”和“城堡”是一个关键的子品牌，将有几个强大的品牌国际化形成高端品牌矩阵。在中档品牌，张裕解百纳将发挥战略作用子品牌，巩固和扩大高张裕高端的市场份额和影响力。在低端，张裕采取剥离战略和改善现有产品结构进行了调整。

创新型企业，其实员工的创新。为了鼓励员工创新，张裕从中层管理人员多出了一个特别基金，革新的支付部分，以奖励在工作人员和一般工作人员的管理创新。在这所有的工作人员为主导的创新方式。据了解，一些员工将能够提出措施，以鼓励企业发展和良好的建议，几十人。这一切新的和创新办法，使历史的张裕，张裕文化，同时创新成为张裕。

Zhangyu: brewing wine culture continuously upgrade corporate image

As a coastal tourism

cities, Yantai and played two trump card, a sea view are mountains, a city of international wines. Seaview mountains, not only in Yantai has the International Wine Town is the country in Asia unique.

as a city name and a popular tourist spot in Zhangyu concerned, brought about by each of the millions of tourist revenue easily calculated. Can not be calculated as the number of tourists coming and going, Zhangyu culture widely, rising corporate image.

difficult to rate and museums and cultural

Zhangyu If you want to understand, recognize Zhangyu, located in the seaside city of Yantai Changyu Wine Culture Museum is a window for the best. This is China’s first professional world-class wine museum, is also a National AAAA-class tourist attractions, the country’s industrial tourism demonstration sites, national patriotism education bases. Museum was founded in 1992, 2001 Zhangyu invested 60 million yuan to carry out the reconstruction, making it the spread of Zhangyu culture and Chinese culture, the best wine carrier.

According to statistics, more than 10 years, Wine Culture Museum had received the party and state leaders, foreign heads of state, dignitaries and guests from all walks of life more than 200 million people. Last year the museum received 190,000 visitors, this year is expected to host 250,000 people. It can almost be said to have been tourists into Yantai Changyu Wine Culture Museum too.

Wine Culture Museum are displayed Zhangyu thick history, rich culture and the rise of national brands. Visitors to this tour, with tour guides to explain and in-kind reproduction, often unconsciously entered a “time tunnel.”

1892, the patriotic overseas Chinese Mr. Zhang Bishi embrace of the “industrial and prosperous” ambition to Zhang add “Singlong affluent” and “yu” character in Yantai Changyu Group created the predecessor — Yantai Zhangyu wine company, and proposed a “For brewing wine, good people first” concept of good faith, adhere to quality as a foundation of integrity. To this end, the Cheong Fatt Tze Yi liquor division three, and finally invited Austrian wine division, handed down wine brewing. 1914, Zhangyu Products has just put on the market, at Dai-Ichi Kangyo in Southeast Asia was the “Excellence” and the blockbuster Medal. In 1915, in the “Panama Pacific Exposition des Nations merchandise”, the Zhangyu Products won four gold medals in one fell swoop, so that Chinese people really have a world-recognized wine, big long ambition of the Chinese people.

museum collections is also a lot of celebrity handwriting and related graphic information, as well as in kind, have Sun Yat-sen, Kang and other people with lofty ideals, as well as on the eve of National Day in 1992, Comrade Jiang Zemin’s inscription “For Canglang have Poetry flavor, fragrance before brewing. “

museum Zhangyu all demonstrated that all other business establishments can not match the thickness of culture and history.倘佯from the museum to listen to a past story, and then take a look at today’s development Zhangyu, tourists often imperceptible in the birth of Zhangyu admiration and a sense of pride in the rise of national brands, which comes from the recognition and proud history of any other enterprises can not be compared to any advertising campaign can not be substituted. Changyu Pioneer Wine Company, general manager of the shares周洪江deep feelings on this point: “profound cultural accumulation are the most valuable brand Zhangyu wealth in the market competition in order to gain the initiative, must be a good corporate culture Zhangyu card . “

to promote wine culture, Zhangyu and tourism companies to create a wine classic route of cultural tourism, attractions include the Wine Culture Museum Castel Chateau, Brandy Corporation Chalandon German Center for distillation and fermentation workshop. Jiaodong this route are a major tourist highlights.

thick with centuries of accumulated culture, Zhangyu set up its own characteristics of the rich corporate culture. Today, Zhangyu entrepreneurial spirit has evolved into a “patriotic, dedicated, high-quality, cracks”, this spirit of people have continuously inspired Zhangyu realize their own values, and increase market competitiveness, so that the brand has been full of a hundred exuberant vitality. International Wine Culture

Zhangyu

into its own unique way the spread of a unique brand culture Wine Culture Museum, from September this year onwards, will be added in an identity — International Wine Museum, which is the international grape and wine organization after careful selection of award-winning Zhangyu.

“when the Museum will be placed at the two brands.” Zhangyu傅铭Kwong said Assistant General Manager. International Wine Museum Wine Culture Museum is located on the second floor, here are the original place Zhangyu office covers an area of 1500 square meters, the transformation is underway in full swing. The transformation is complete, here will become the International Office and the Office of Science, visitors will have the understanding of the international grape and wine organizations and member states, the study more science knowledge, a more comprehensive understanding of world wine culture and Zhangyu the process of internationalization. International Wine

set up the museum, the expansion of the Zhangyu wine culture, as well as the international market Zhangyu found a brand carrier. In 2002, Zhangyu taken a first step in internationalization, with France’s largest wine business Custer Group join hands to invest 45 million yuan to build specialized winery, Winery began producing wine. Since then, the Zhangyu joint venture with Canada, the construction of the Ice Valley winery Zhangyu gold to create the world’s largest production base of Icewine. In Chile in order to brand output Zhangyu Kelly set up a winery. In June this year, from Italy, the United States, France, Portugal, China 5 State of the construction joint venture in Beijing, the International Chateau Fort Fih love opening. International Vine and Wine Organization has pledged to fully support the International Chateau Changyu Beijing, making it a model worldwide Chateau base.

周洪江said that the nation is the world, Zhangyu products when the world must have a Chinese brand, “Culture and the organic integration of market competition are Zhangyu magic weapon to win.” With the “International Wine Museum “of Shangtianti, adept at operating Zhangyu wine culture, no doubt added a weapon to the world.

centuries old innovation

though not as interesting then the liquor market, wine market has never stopped, Changyu, Great Wall, Dynasty three cracks at the war has been continuing . Although the market leader position has been controlled by the Zhangyu, Zhangyu but did not dare have the slightest slack. Zhangyu that “we must emancipate our minds, new ideas, seize opportunities, speed up the development of” innovation culture as a business booster.

settled in the company’s restructuring, integration of innovative marketing system, the Zhangyu brand architecture began to adjust. Opened in June of this year Zhangyu love Fei Beijing International Chateau Fort Zhangyu are the core of high-end brands, “Zhangyu Islands” and “Castel” is one of the key sub-brand, which will be formed by several strong brand the internationalization of high-end brand matrix. In the mid-range brand, Changyu Cabernet will play a strategic role in sub-brand, and consolidate and expand Zhangyu in high-end market share and influence. In the low-end, Zhangyu take divestiture strategy and upgrading the existing product structure has been adjusted.

innovative enterprises are in fact employees innovation. To encourage employee innovation, Zhangyu from more than middle managers out of the pay part of the innovative set up a special fund to reward innovation in the management of staff and general staff. In this way all the staff-driven innovation. It is understood that some employees will be able to put forward a year to promote enterprise development and dozens of good recommendations. This all new and innovative ways to make history Zhangyu, Zhangyu culture of innovation at the same time become Zhangyu. (07-11-2)

Tags: culture, museum, wine, zhangyu