Study On The Marketing Strategy Of XIXIA Beer Group CO.

In China, the beer industry has recently being made the great progress thanks to the changing of Chinese food habits and the improvement of the life standard. On the other hand, the business is one of the most competitive industries in China due to the general element of one kind of beer that is hardly distinguished form another. Controlling the beer market in past twenty years by the cost competition and local restraint of trade is transforming to national wide monopolization now. This article focuses on the guideline of marketing tactic of XiXia Beer Group, which will help the corporation shake off the embarrassment that is faced up in this economic circumstance, based on the author's work experience. Moreover, sustained development of the entity is another main topic concerning the strategy.Four parts constitute this essay. Part one of the text introduces the background of the national beer industry. It sheds some light on the history, characters of the market, the pattern of competition and the tendency of development. Thirdly, the issues of XIXIA Beer Group are emphasized in Part two of the text. The stratagems of some strong competitors are analyzed in some extent that benefits the constructive guideline of XIXIA Group. And Part three concludes advantages and disadvantages of the corporation on the groundwork relied on the demonstration of the targeted group of consumers, the situation and structure of business competition, abilities of the corporate marketing and administration. In Part four of the text, it put forward a tactic of marketing, which depends on the analysis in above Parts.The mainstream of this article is positivism, which integrates some First-hand materials and substantial data that come from the author's working experience. Not only are the demonstrated arguments and the devised tactic reasonable but also are practical. Moreover, the other fast-consuming food business will find them helpful due to similarities of the economy and competition that are surrounding NingXia Municipality.