The Original Beer Marketing Strategy Study Of P Company

P company,a well-known domestic beer enterprise owning the national enterprise technology center and postdoctoral research workstation,is a listed company with beer brewing and beer sales as the main body,beer supporting & related industries as its supplementary.In the past 10 years,P company witnessed slow development of its scale with the product sales of around 1.2 million tons.On the other hand,as to its product structure,it features low proportion of high-end products while excessive sales volume of the retail channel,reaching 80% which is not conducive to the brand development.Facing the current consumption upgrade,reducing sales and increasing price of the beer industry,P company,based on its own technological advantages,has developed raw beer with unique taste,hoping to seize the high-end market share through the product differentiation route,make up for the shortcomings of night dining channels,and enhance the enterprise profitability.Firstly,This paper first puts forward the background,purpose and significance of the research,and establishes the research train of thought,the review of the marketing theories such as 4P marketing theory and SWOT analysis provides theoretical basis for the analysis of original beer marketing strategy.Secondly,the history,current situation and predicament of P company are reviewed and analyzed,with further analysis of its social environment and industry competition.Thirdly,the detailed market analysis of the original beer is conducted in this paper,including its uniqueness and target group,with further research of its development status in the Chinese market,besides,field investigation is also conducted for its business operation so as to gain deeper understanding of the characteristics,development status and prospects of the original beer.Fourthly,the practical and effective marketing strategy is formulated combining with the current situation of P company.Last but not least,Considering the effective implementation of marketing strategy,the corresponding safeguards on marketing team building,sales management as well as team incentive programs are put forward in this paper.