On Marketing Program Of Heineken Beer

Enters for the 21st century, China replaced US to become the world first big beer producer country with the most important expense market, including US's Anhbuser-Busch, South Africa's SABMiller, Belgium's Interbrew and so on the foreign capital beer pools capital in abundance forms and so on cooperation, purchase, merger and acquisition marches on a large scale the Chinese market, causes a part of so-called Chinese native place brand is not is replaced is purchased. In this keen competition, how adapts the market development realization brand promotion, then the realization to the international brand transformation, is the stern test which current Chinese Beer Enterprise faces.The present paper in the brand marketing theory foundation, has conducted the research to the world brand Heineken beer brand marketing strategy, including Heineken beer high quality brand vivid, constant product localization, rich "happy strength characteristic" the market introduction, brand core value aspects and so on utilization all have carried on the exhaustive analysis, the annotation Heineken in the global road of survival are precisely the operation integrity, carries out the perfect successful brand marketing.Along with in Chinese market with steady steps development, the foreign capital beer giant's advanced market idea also changes the vertical deep place development to the Chinese beer profession influence, but the market marketing still is the Chinese beer brand development short board, but the Heineken beer to the market marketing idea assurance, to the brand management, to the international well-known brand management, all is worth the Chinese - - world first big beer expense country's the beer manufacturer study research. The hope taking advantage of this topic research, can give inspire on internationalization road Chinese Beer Enterprise, speeds up the Chinese beer wine business and the international trail connection step.