Since the establishment of 1985, Yellow River Beer has been a well-known beer brand in China, following the strict, precise, meticulous and pragmatic enterprise style, breaking away from convention, innovating management, relying on the management system of market economy, high-tech quality system and tenacious enterprise spirit in just 2 1 year. In February 2002, the trademark of Yellow River Beer was recognized as a well-known trademark in China by the State Administration for Industry and Commerce, becoming the third well-known trademark in the domestic beer industry after Qingdao and Yanjing, and the only well-known trademark in the field of industrial consumer goods in Gansu Province.

In order to ensure that the enterprise has enough sustainable development ability, the company is based on the advantages of location, enterprise management and local resources, and the three major businesses of beer and beverage, barley malt, packaging and printing are simultaneously carried out, relying on inline introduction, large capital investment and high-tech equipment to gradually become stronger and bigger, and achieve economies of scale. In August 2004, the company successfully introduced Carlsberg Beer Co., Ltd. and Danish Industrialization Foundation, strategic investors in the main beer industry. According to the joint venture contract, the company not only introduced foreign capital of 65.438+0.5 billion yuan, but also established four joint venture beer enterprises in Gansu and Qinghai provinces, making the company's beer production capacity reach 400,000 tons and 700,000 tons in the medium term, ranking first in the northwest. Moreover, we can learn from the enterprise management, technology and marketing concepts of Carlsberg Beer Co., Ltd., the fifth largest brewer in the world, and improve the overall management level of the company. With the help of Carlsberg's international marketing network, we can turn China's famous brand Yellow River into an international brand. The joint venture goal has been successfully achieved.