| Chinese beer industry is one of the world's beer market is growing fast, the largest production and sales and Chinese mass consumer goods market the highest level, the most intense competition in the industry, beer industry of China has become the focus of global attention. In the production, sales growth at the same time, the domestic beer industry is facing production pile up in excess of requirement, less well-known brands, the market situation of vicious competition. Get rid of the expansion of production capacity, low price competition the traditional pattern, the introduction of successful marketing mode, advanced management mechanism, enhance the core competitiveness of enterprises, is the current beer enterprises need to solve the problem. Beer enterprise competition will be the capital, brand, technology, market share in the competition of comprehensive strength.Production of our country beer Tsingtao brewstery is one of the key enterprises, with its as the research object, launches the typical analysis, to explore the beer to the sound development of enterprises to provide useful reference. The area of Shandong is the important base of Tsingtao brewstery market, and constantly improve the marketing strategy, to further strengthen the brand competitive advantage, is enhances the enterprise economic efficiency, maintaining the competitiveness of the industry and consolidate the market leading position in the security.This paper combines the Tsingtao brewstery Shandong province marketing of the actual needs, in the relevant marketing management under the guidance of the theory, through field survey, literature data, draw lessons from historical experience, the business environment, Shandong beer market environment, the enterprise marketing activities and other aspects of empirical research, and put forward some specific and feasible marketing strategy improvement scheme and the support measures.Paper industry of our country beer business environment analysis, elaborated the Chinese beer industry, Chinese beer consumption market structure, Chinese beer industry competition situation, Chinese beer industry competition characteristic etc.. Combined with Shandong area beer market environment analysis, to Shandong area beer market demand, beer consumption behavior characteristic, beer production capacity distribution, beer, beer market competition situation of the market and the major competitors such as content spreads out comprehensive study.On this foundation, launches the Tsingtao brewstery Shandong area marketing activity analysis, in-depth analysis of Tsingtao brewstery company product sales, product combination optimization, network channel development, second brand cultivation and other business segments, and the use of SWOT analysis, to its marketing management summary. Then, put forward Shandong Tsingtao brewstery regional marketing strategy improvement program, made clear the development train of thought of marketing strategy. Aiming at the practical problems existing in the marketing activity, put forward product portfolio, network channels, brand management three improvement strategies, as well as Tsingtao brewstery Shandong area marketing improved support measures, including perfecting the microscopic operation management system, improve customer manager performance evaluation system, promote the dealer network grid management countermeasures. |
