Tsingtao Brewery South China Marketing, Marketing Strategy Research

With the rapid economic development over the past thirty years after the adoption of reform and opening policies, China has ranked first in the world in beer output and sales. In recent years, depending on their brands and considerable capital, some leading corporations in beer industry such as Tsing Tao Brewery Co., Ltd., The Yanjing Beer Group. and China Resources Breweries Co.,Ltd have implemented large-scale merge and restructuring, which has made the beer industry move in the direction of enlarged scale and collectivization. Meanwhile, moving with the tide of economic globalization, more and more foreign beer corporate giants have entered into China through investing for beer factories and working in joint ventures with domestic leading corporations. As a result, how to seize the opportunities and meet the challenges has become a formidable problem for all beer corporations to tackle.The thesis focuses on the marketing strategies of South China Marketing Co.,Ltd. (the South China marketing center of Tsing Tao Brewery Co., Ltd..) . It begins with a summary of marketing strategy theories related to the study, and then makes an analysis of the existing major problems in South China Marketing Co., Ltd. In accordance with the macro-marketing, industry and micro-marketing environment, the writer has drawn up the marketing strategies for South China Marketing Co., Ltd and made a study on the solution for the successful implementation of the marketing strategies.On the basis of marketing research, in the light of the typical marketing theories and by means of case study, the writer aims to not only provide guidance for South China Marketing Co., Ltd. in planning marketing strategies, but also provide experience and lessons for Tsing Tao Brewery Co., Ltd and the whole beer industry .