Study On The Marketing Strategy Of Arnheuser-Busch InBev In Chinese Market

Continued to accelerate economic globalization has accelerated the process of the global beer industry marketing,the global beer market had a significant impact.In the past decade,the global beer industry marketing level has further strengthened,the production of knowledge and related technology transfer more quickly.Beer industry enterprises in the world market competition into the market share of the most intense phase.New manufacturers strive to improve their production and sales to increase market share,while the old manufacturers are also actively maintained their market share in the original?At the same time,with the reform and opening up,China's GDP continued to grow,the national income levels continue to rise.Chinese beer industry has also won the opportunity to quickly develop.Since 2003,China's beer production and sales of more than 25 million liters,surpassing the United States as the world's largest beer producer and consumer.Fast-growing beer market sales and huge consumption potential quickly attracted a great attention to the global beer industry.International beer giants such as Anheuser Busch InBev Belgium,Denmark's Carlsberg,Japan's Asahi Beer Company has entered Chinese market and compete with Chinese beer enterprises for the share.Anheuser-Busch InBev formally entered China from 1997 began,through acquisitions and other means to direct the construction of 2015 Chinese beer market has occupied 18% market share in success.Traditional Chinese beer brands in the domestic market accounted for a large number of shares,but no one company can be like Anheuser-Busch InBev,as recognized in the international market,Beer industry's overall export volume has been at a very low level.This article will look at the international beer brand Budweiser InBev China market marketing strategy,by Anheuser-Busch InBev's success in the Chinese market as well as marketing mode with Chinese beer enterprises in contrast to international marketing strategy for the Chinese beer local enterprises the development of reference.In this paper,the method of literature research,theoretical analysis,comparative analysis and other research methods,To Anheuser Busch InBev's marketing strategy in the Chinese beer market as the object,through a large number of data collection and investigation,in the summary of the strategy management theory and review related literature based on,the beer marketing strategy design and implementation research.Finally,the Chinese beer enterprises exist in the external marketing problems and to Anheuser Busch InBev as inspiration for the international marketing of Chinese beer enterprises suggestions...