China's Beer Industry Evolution Research, And Corporate Strategic Behavior

During the past 20 years, soft drinks have become popular in China because the way of life has changed rapidly under the reform and opening-up policy. In particular, beer drinks have attracted different ages of people. Consequently, consumer demands are formed at various market levels. Attracted by prosperous markets and tremendous amount of profits, multinational beer companies actively invest in China抯beer market and exert heavy pressure on Chinese companies. How to respond to those opportunities and challenges successfully? The author attempts to provide some suggestions for the Chinese beer industry. In chapter 1, based on current situation, the author analyzes the structure of the Chinese beer industry in terms of industrial concentration, economy of scale, product differentiation, and entry barriers. Chapter 2 demonstrates the S-C-P analysis paradigm of industrial organization theory and relevant concepts, which will be used in the following chapter as research methods. Chapter 3 analyzes the market structure of beer industry. Chapter 4 discusses the strategic behavior by Tsingtao Beer and the performance evaluation. Chapter 5 concludes the paper by summarizing the results and providing some suggestions on the future development of Chinese beer companies.