Research On Brand Strategy Of China Resources Snow Beer

Beer is exotic for China,so in China there is a big gap in beer history,culture and development in comparison with Europe countries and the United States.Because China is the largest beer consumption country,the Chinese beer market competition is the most intense in the world.Since 1996,the beginning of the beer industry collectivization in China,five major beer groups have been established by now,including Huarun,Tsingdao,Budweiser Inbev,Yanjing and Carlsberg.The number of beer factories is also reduced from the original about 800 to about 400.Different beer brands are also formed.Now,the subsequent development and change of the beer industry in China has been closely concerned by industry researchers,beer manufacturers and consumers.CRB has been ranking the first with single brand for the past 10 consecutive years in China,but there are also brand building,brand innovation and the development to a higher brand level problems in CRB Group.Based on the analysis of the current development situation and existing problems in CRB brand,this paper analyzes the external macro environment of the brand development strategy by means of PEST.Furthermore,the enterprise strategic analysis tools – SWOT analysis and Michael Porter five forces model are employed to analyze the internal competitive environment of CRB brand development strategy,to find out the advantages,weaknesses,opportunities and threats in CRB brand development.By these means,weaknesses and threats are found to be the breakthrough points of brand development.Identifying the consumers' demand and seizing the development opportunities are the keys for the development of CRB brand.Based on the analysis of internal and external macro environment of CRB brand development strategy,this thesis elaborately designs the CRB brand development strategy,aiming at the brand structure,brand innovation and brand development,including taking the leading place in the high-end route,integrating into the Chinese elements and culture,and international beer brand promotion with Chinese characteristics.This analysis on the brand strategy of CRB also provides inspiring ideas and references for other beer brand strategies.