Research On The Product Marketing Strategy Of FSTH Beer Company

China is the largest beer consumption market in the world and occupies an important leading position in the development of national economy.With the improvement of people's living standard,people have more demand for beer products.In order to cater to people's tastes and seize the opportunity of the beer market,major beer manufacturers begin to innovate marketing strategies and launch diversified beer products for consumers of different consumption classes and tastes.Among them,as the most famous beer enterprise in Fushun,Fushun Tian Hu beer company has found the best marketing mode in line with its own characteristics by virtue of its unique marketing strategy,creating the miracle of the highest profit margin in the beer industry,which has great promoting significance for expanding the broader beer market.In this regard,this paper takes FSTH beer company as an example to study the marketing strategy of FSTH beer products.Firstly,the relevant theories of marketing are summarized,and marketing strategies are put forward.SWOT analysis method,porter's five forces model theory,STP analysis method,4P marketing mix strategy and other relevant theories are introduced.Secondly,in view of the development of FSTH beer company,porter's five forces model is applied to analyze the existing competitors,suppliers,potential entrants,substitutes and buyers of FSTH beer company.Then,through FSTH beer market questionnaire survey,the behavior of local beer consumers in Fushun was analyzed.Then,SWOT analysis is used to analyze the current situation of FSTH beer company's product marketing,and the existing problems of FSTH beer product regional marketing strategy and marketing strategy are proposed.Finally,put forward the segmentation strategy and the target position in the beer market by using the STP analysis and corresponding solution Suggestions on four aspects from product strategy,price strategy,channel strategy and promotion strategy through the 4P marketing mix strategy so as to improve the level of marketing of FSTH beer company and grab more market share in the fierce market competition.