Research On Marketing Strategy Of Harbin Beer Group

Harbin beer originated in Harbin, Heilongjiang native is the first big beer brand, in the whole northeast area has a high market visibility and market share, have great market advantage, compared with other brands of beer in recent years, along with the foreign beer giant’s rapid access, domestic same industry competition unceasing enhancement, the momentum of foreign brands of beer in the Chinese market is constantly growing, Harbin beer has received great impact in various aspects, Harbin beer market competition continue to decline, the market sales stalled, marketing strategy of the enterprise is very difficult to adapt to the new situation of market competition. According to the Harbin beer marketing problems, based on data collection, collation, after processing, this paper first introduces the general situation, Harbin Beer Group’s marketing present situation and the existing problems in the marketing aspect; secondly, the full analysis of existing in the brand building, channel strategy, marketing and other aspects of Harbin beer group the problem, and puts forward the importance and necessity of Harbin beer group to formulate the enterprise marketing strategy; finally, according to the existing problems of Harbin beer group to develop suitable marketing strategy of the company in product brand strategy, channel strategy, price strategy, promotion strategy, etc..