Researching On The Marketing Tactic Of The Harbin Brewery Group Co. Ltd

The article firstly analyzes the general situation; the market characters and the competition pattern of the beer industry in China based on the basic data of the industry, and draws such three conclusions that supply exceeds demand, industry decentralization and intensive competition. Secondly, it expatiates the advantages and disadvantages, opportunities and challenges of the company by analyzing the competitive structure of the beer industry in China and diagnosing the business situation of the beer industry in Heilongjiang Province. Then, combining the mature marketing theory of China and abroad, it analyzes the positioning strategy of Harbin Beer from the marketing theory of comprehensive marketing for new products and new brands; meanwhile, it makes the quantitative analysis using administrative levels analytical method of EFE and IFE matrix, and analyzes and studies the strategy and its implementation of Harbin Brewery Group Co. Ltd., by collected industry information and national industry polices.