Research On The Market Strategy Of Harbin Beer 's Expanding Russian Far East

Beginning in 2010, China began to enter the micro beer growth era, the domestic consumer market presents a saturation trend. Thus, the major beer companies are targeting foreign markets, to participate in international competition in the market has become an inevitable trend in the development of enterprises.In this context, this paper based on the enterprise strategic management and international business theory, analyzes the current situation and Harbin Brewery internationalization issues, and the use of PEST and SWOT analysis of the business environment in the Russian Far East and the beer market analysis, a clear expansion of Harbin Brewery Russian Far East market, strategic objectives, strategic significance, strategic measures and strategic security. This paper argues that Harbin Brewery should be taken into the trade-in market strategy, positioning in the premium beer market, Harbin Brewery may choose to differentiate the overall marketing mix strategy, a clear product positioning, improved packaging, rich product mix, develop a reasonable price, expand marketing channels, and to provide strategic security in the organization, capital, technology, talent.