Research On The Beer Enterprises Marketing's Misunderstandings And Coping Measures

Chinese beer industry started from Russian building a factory in China, then hundreds of large and small beer companies have built, and then Chinese beer industry went through many mergers and acquisitions, now the development of Chinese beer industry has experienced more than one hundred years. In 2002, Chinese beer production surpassed the United States has become the world's largest beer production country for many years. So far, Chinese beer production has placed first for a eight consecutive year. China has the most population in the world, per capita beer consumption is lower, the future of China will be the main market in the world beer market, market competition will become even more cruel, Chinese huge beer market will undoubtedly become the battleground for all the world's beer industry. After joining WTO, because of Chinese further open market , China gradually integrat into the balance of competition in the world economy, foreign beer brands join to the beer industry in Chinese fierce market competition. So far, the world's top five beer companies have all entered the Chinese beer market, they compete with local beer companies fiercely. Local beer enterprises in China are undergoing a huge change, Chinese beer enterprises consolidation are ongoing and tend to complete. Gathered a large number of beer companies in China market, all companies use many marketing methods and full of tricks, trying to grab more market share and grab more profits. In marketing activities, corporate marketing activities will inevitably fall into the error, causing unnecessary losses to the enterprise. Based on this background, the auther would like to conduct in-depth study of marketing activities of the beer industry.The research method is mainly theoretical explanations and in-depth interviews method. In depth understanding of marketing theory, marketing disease theory and the theory of beer enterprises, the article discusses the marketing environment. And on the basis of theory, through into the beer market for in-depth interviews, found that the beer enterprises marketing's misunderstandings, and propose measures and suggestions for improvement.The thesis is divided into six parts, beginning introduces the research background, purpose and significance, methods and technical route, and research innovation; marketing theory experienced four generations of development , next introduces marketing theory including 4P, 4C, 4R and 4V, marketing's misunderstandings and the theory of the beer enterprises; then introduces the beer enterprises, including the development, current status, future development trends and characteristics of the beer industry; then briefly introduces the beer industry's environment, macroeconomic environment and micro-environment; and then mainly analyzes the beer enterprises marketing's misunderstandings, from the product, price, channel, promotion and the operation of the beer enterprises with some specific examples; Finally, proposes some simple measures.In domestic research there is little research about marketing's misunderstandings , there is even less,research about the beer enterprises , the paper is specific to the highly competitive beer industry marketing's misunderstandings, from product, price, channel, marketing and operational. This study on the highly competitive beer enterprises has an important effect on those beer enterprises who have caught some of the misunderstandings and not have any marketing's misunderstandings.This paper will be the significance of marketing activities in the future of the beer industry, which will not only greatly enhance the level of the beer enterprises 's marketing,but can also improve the competitive strength. This paper can also play a role of the warning for other FMCG industry's marketing activities.