The Research On The Strategy Of Precision Marketing In Beer Industry

The domestic beer industry has developed rapidly within the 30 years after Reform and Opening, the tendency of industry Consolidation is becoming obviously, the industry is developing into high concentration ratio, especially in the new century. China beer industry is worthy the name of The First Country of beer manufacture and has held the title for 8 years, after surpassing USA with 238.6 million ton in 2003.But there is a long way to go to be the first beer consumption country. We must realized that the NO.1 beer output is based on the china population of 1.3 billion, our per capital consumption is less than 30 liter a year ,while the number in USA,Europe and Japan is more than 50 liter, in Czech the number is 180 liter. However, the gap means a sort of potential, the extent of china is extensive and population numerous, according to the consumption standard of the word per capital, china has a capacity of 40 million ton. In the western part and most rural area, per capital of beer consumption is less than 10 liter a year; meanwhile, with the development of social economic , standard of living raised and china entering the WTO, the top quality and overseas beer market will be another highlight in china's beer industry increase.In front of inviting market prospect ,We still have to keep a mind that there also are some problems in the way. Behind the beer output, the situation is low technical merit and marketing level; the ability of industry manufacture repeated, market economic ran without rules, homogenization competition between industry enterprises and wrongly price war are shackles that block the development of china beer industry. Although the competition is to homogenization, but it's more product homogenization, every enterprise have its own spirit, culture and resources, there should be Blue Ocean for each firm in the future when consumer pay more attention on spiritual consumption.This paper starts with the mind of Precision Marketing, via anglicizing of beer industry heuristic procedure, current situation, industry environment and Market Investigation and experiences in beer industry of the writer, finds out some problems existed; based on the meaning of Precision Marketing, to propose my own definition on Precision Marketing and Precision Marketing in beer industry; through the analysis about operation system and framework of Precision Marketing, from the product, brand,price,place and media spread aspects to raise the strategy in different situations. Firstly, the strategy of market segments and position precision, it makes each firm clear which strategy is suitable for them via region, product segments and a survey of female study; secondly, the strategy of product precision. It points out the possible direction of product segments via the analysis of ways of product segments. Based on the mind of Boston matrix, put forward new product strategy. From capacity, material and color aspect to put forward the strategy of precision packing; thirdly, get the strategy of setting a price by requirement and brand premium price based on the knowledge of consume behaviors and psychology, and the strategy of how to design precision price chain. Fourthly, proposes corresponding place strategy in different situations and relative merits; Fifth, strategy of organization. It comes down to unit and plan management in the market operating process; Sixth, the strategy of popularize. It comes to the strategy of public relations and sports marketing; seventh, strategy of spread which includes the strategy of brand development and spread. It analysis the factors that influence brand value and a survey about consumer attitude on different brand.Hoping the strategies talked above could enlighten the china beer enterprises. At the same time, these strategies are also useful to other enterprises in Fast Moving Consumer Goods industries.