Study On The Marketing Strategy Of Harbin Beer

With the development of china's economic and improvement of people's life , Beer industry rapid development. After china's entrance into the WTO , the beer of foreign brand accelerate their steps t,o reorganization and emergence , Tsingtao Beer, Yanjing and Huarun domestic market integration, beer market competition is further aggravate. Beer enterprises also pay more attention to the marketing strategy formulation,the success of the marketing strategy decides the prospects for the development of enterprises, therefore wants to be in competition remain invincible motivation, the enterprise must ponder how to develop their own marketing strategy. Harbin beer group is China's earliest beer production enterprises, after 100 years of development, Harbin Beer Group has been called the fifth major domestic beer brewing company. In 2004, the United States of America AB company holding 99.66% stake in Harbin Brewery Group, as AB company's focus on the development of the brand, Harbin beer is the regional brand to a national brand name change, while sponsored the 2010 FIFA World Cup South Africa makes Harbin beer brand visibility significantly improve, to enter the national market and lay a good foundation.As the local brands of beer in Harbin,realize from the local brands to the well-known brands of domestic transformation,and then to the international brand name change, is the reality for Harbin beer group to face .This article take the Harbin Beer Group's marketing present situation as the object of study, using a combination of theory and practice method, the market marketing strategy are described in detail, especially for the Harbin beer group is currently in the process of marketing problems in a more detailed analysis, and formulate corresponding marketing strategy.This paper is divided into five parts. The first part introduces the research background, research significance in theory and Practice. The second part mainly introduces the Harbin beer marketing environment, application of PEST method, from the political, economic, social and technological external influence factors such as the macroeconomic environment analysis, the overall industry prospects, the market structure of monopolistic tends to competition. Follow, from macroscopical environment and industry of our country beer and competitive environment were analyzed, to industry of our country beer industry characteristics, brand structure and development status are introduced, that company of our country beer industry of our country beer development, from the"local rule"of the Bureau of industry oriented integrated situation of the development of the conclusion. The third part mainly introduces the basic situation of Harbin Beer Group, current marketing situation. Then the SWOT analysis method, the enterprises are facing the opportunity, threat, advantage and inferior position undertook the strategy matching, and had pointed out the Harbin beer group in the national beer market's competitive position, Harbin Beer Group Marketing Strategy. The fourth part is the key part of the thesis, is mainly to Harbin beer group marketing problems from the brand, channel, promotion, sales team, undertook thorough and careful analysis, clearly, the crux of the problem, find the right solution. The fifth part is the core part of this paper, Harbin beer group marketing problems based on the analysis of this, Harbin beer group design, develop marketing strategies.Harbin beer group as industry of our country beer brand enterprise, the development strategy of the whole industry and related business strategy research has draw lessons from a meaning, hope that through this study, Harbin beer group and the industry development strategy research and development to provide reference.