Research On The Four-dimensional Market Development Strategy Of China's Beer Industry

Since 1900 when the first brewhouse was established to now, China's beer industry has gone through 108 years. During the period, which has passed slowly develop phase, rapidly develop phase and the phase of expanding by mergers. Today, the annual output of beer had exceeded 30 million tons, and the total annual consumption has reached 25 million tons in China. China has became a well-deserved beer big powers in the world. However, compared with the other countries which have developed beer industry, the advantages of China's beer industry is not particularly evident, and the personal consumption of beer is also lower than the world average. China's beer industry is large but not strong. Therefore, the overall strength of China's beer industry should to be up graded, some of the potential market still need to be further developed.This article proposes the four-dimensional market concept based on the theory of market potential and market segmentation, makes transverse compare between China's beer industry and the world's industry from macro level, use the knowledge of industry economics to find out the different industrial characteristics between them based on the factors of output, consumption about regional levels, growth rates and so on. Longitudinal analyzing the more than 100 years development history of China's beer industry, dividing it into three stages by the scale of output, then analyzing the characteristics of each stage. Analyzing the exploitation about market conditions and marketing strategy in west, foreign, and other markets of Qingdao Beer Group from the micro level.The article put forward Four-dimensional strategy for the development of the market, which are basing upon the eastern markets to develop the western market, basing upon the domestic markets to develop the international market, basing upon the urban markets to develop the rural market, basing upon the middling & low-end markets to develop the high-end products market.The article elect s the main of the Four-dimensional strategy from all of Chinese beer enterprises, then make the implementation plan of four-dimensional strategy, give full consideration to the details in the process of implementation at the same time.