Research On Marketing Strategy Of Harbin Beer In NanYang

China's beer market capacity is huge,but in recent years,the decline of demographic dividend and other factors,the market capacity continues to decline.With the gradual increase of residents' income and consumption level,the domestic beer market is gradually becoming diversified and the consumption upgrading features are obvious.HRB beer has been operating in nanyang market for many years,and its terminal share and sales volume have increased.However,in recent years,HRB beer has been developing slowly in nanyang market due to the influence of national and regional strong beer companies such as tsingtao beer and jinxing beer.In the face of nanyang market with huge sales potential,HRB beer company's marketing strategy should be timely adjusted to reflect on how to follow the trend of consumption upgrading and seek development in the fierce competition.Taking the nanyang market of HRB beer as the research background and based on the marketing theory,this paper analyzes the micro-environment,macro-environment and competitive environment of the development of HRB beer,and concludes that the development opportunity and competitive threat of HRB beer coexist in nanyang market.Then,it discusses the current situation of the marketing strategy of HRB beer nanyang,and finds out the problems in the marketing strategy,such as single product structure,chaotic market price,serious market diversion,reduced sales decline in the number of distribution terminals,and insufficient promotion innovation.In view of the existing problems,from the lack of sales staff,management is not in place,the market rhythm to find out the causes of the problem.Then,the article focuses on the content of HRB beer marketing strategy optimization in line with nanyang market,including product optimization strategy,price differentiation strategy,channel construction strategy,and promotion diversification strategy.In addition,this paper discusses the online channel construction of "Internet + beer" and complements HRB beer's marketing strategy of "new" marketing in the Internet era.Finally,the paper puts forward the safeguardmeasures of implementing the marketing strategy,including the safeguard measures of organization and personnel,the safeguard measures of system and enterprise culture,and the safeguard measures of capital and information.