The Study Of Marketing Strategy For Tsingtao Brewery Co., Ltd

In 2014, Tsingtao Brewery with its brand value of RMB95.016 billion ranking first in Chinese beer industry and with its market share of 18% ranking in the second. Reaching this leading position was inseparable from its previous successful marketing strategy. However the marketing circumstance has undergone great changes, lagging its marketing strategies behind.First of all, the whole industry is under reform. The domestic beer sales had a negative growth rate for the first time in the past twenty years. Beer production in 2014 fell 0.96%. Besides, the previous expansions by mergers and acquisitions were no longer sustainable. Then, the trend in consumption upgrade brought changes to market demand. On one hand, the need in high-end product is growing. After previously price war to grab market share, the beer industry is now gradually transform to high-end market. On the other hand, people’s beer consumption habits are changing. Beer in cans is expected to become mainstream products. Thirdly, development of internet brings both challenges and opportunities to the beer company. The rising of e-commerce makes electronic business platform become a new sale channel. At the same time, internet makes media marketing environment change.In this thesis, the author uses 4P theory to summarize Tsingtao’s marketing strategy, then combines PEST theory and Five Forces Model to analyze the marketing circumstance and sums up the company’s SWOT Based on this, the thesis analyzes its current marketing strategy to find out the shortcomings and propose recommendations.This thesis points out following problems in Tsingtao’s marketing strategy on the basis of the study. Firstly, the company doesn’t put enough effort on its second brand and have the specific brand in some areas, which make “1+1+N” brand plan not complete. Secondly, its placing strategy lacks flexibility and controllability. At last, the company relies too much on traditional media to do promotion. The thesis offers some suggestions as well aiming at the problems above on. On its brand and product aspect, the company should make more specific plan to fit into different market segments. Then, it should actively respond to the development of mobile internet, which has a profound impact on the traditional marketing model of the beer industry and take full use of mobile internet not only as its sales channel, but also promotion tools.