| As an industry that involves in complete and thorough competition among the fast moving consumer goods(FMCG)industry,the development of China’s beer industry in recent years suffered the slow-down as a whole,and even recorded negative growth due to the “New normality” both of macro-economy and industrial transformation.Under such situation,to promote the sustainable and healthy development of the century-long Tsingtao Brewery,it is an important task that how should Tsingtao Beer,a Chinese beer brand with international impact,grasp,get used to and even lead the new normality through strategic transformation to obtain new differentiated advantages in China’s beer market which involves in international competition in the country.With the negative or tiny growth of the industry,the on-going integration among the international giant players,and the new normality of personalized,diversified and trade-up consumption,this dissertation states and analyzes the necessities of strategic transformation,orientation of the strategic transformation and detailed strategies of Tsingtao Brewery with the methods of document study,case proof and empirical analysis,based on the systematic analysis of the development experienced by the international and national beer industry and the corresponding strategic transformation,by combining with the analysis of the external environment faced by Tsingtao Brewery during its development and the internal resources and ability.At the same time,it,based on the cases,analyses and demonstrates the key mechanisms and factors that enable Tsingtao Brewery to improve its sustainable development ability,improve its business management and operating capability through the strategic transformation,which can be also used for reference by other FMCG enterprises for their transformation and development under the situation of the macro-economy and new normality of the industry. |
