The Study Of Budweiser Beer Marketing Strategy In Chinese Market

With the rapid development of China’s national economy, the beer industry hasentered a stage of rapid intergration, the brands of Qingdao, Yanjing and Huarun havemade the strategic layout. The important focus for Budweiser Beer as a foreign brandis how to effectively develop marketing strategies in the Chinese market. Meanwhile,consumer’s demand and preferences also show the trend of diversification. Therefore,it is necessary to clear target market and then develop marketing strategy in Chinesemarket of Budweiser Beer on the fundamental basis for the development of China’sbeer industry.There are some obvious problems on Budweiser develop marketing strategies inChinese market, such as the long Budweiser marketing channels, poor stability, highcost and a single market positioning etc. these problems have seriously affected thedevelopment of Budweiser beer in China. Therefore, Budweiser beer needs to timelymake strategic adjustments in the Chinese market.This paper argues that the Budweiser beer’ advantages mainly lie in theBudweiser brand, product and capital; disadvantages mainly lie in the lack of localadvantages, a single product line; opportunities facing mainly lie in the changes ofconsumption structure caused by our residents’ income level increases every year;threats mainly lie in Qingdao, Huarun and Yanjing represented domestic beer brandsto the impact of the premium beer market. In order to make up for weaknesses,risk-averse, this article argues that Budweiser beer should make appropriateadjustments of market positioning, target market should gradually tilted to themid-range and premium beer market by the current high-end and super-premium beermarket. This paper proposes the corresponding improved policy in the aspects ofproduct, promotion, distribution and pricing.From this paper, we can get the following revelation: according to the rapidchanges in the Chinese market demand and competitive environment, theinternational well-known beer brands in Chinese market should (1) timely changemarket positioning phase from the high-end market to midrange and high-end market;(2) continue to improve marketing strategies in order to adapt to environmentalchanges and make adjustments to improve the degree of localization.