Tsingtao Beer Brand Maintenance Research

Since the reform and opening up,China’s economic and cultural strength has been rapid development,the people’s material living standards have also been greatly improved,the younger generation of people under the influence of specific social environment,consumption capacity is also constantly improving.Tsingtao Beer,as the leading enterprise of beer industry in China,must carefully consider how to maintain the image of enterprise propaganda enterprises through scientific and rigorous industry market survey and formulation of a series of brand development strategy measures in order to explore the psychological changes of consumers under the fierce competition of many beer brands in the domestic market environment.Industry culture,so as to maintain the core competitiveness of its own beer brand.Since China’s accession to the World Economic and Trade Organization,the trend of global economic integration has been accelerating.Although China’s accession has brought rare development opportunities to China’s economy,it also makes Qingdao brand not only face the seizure of domestic beer brand market share.At the same time,we must also face the impact of overseas beer brands.Based on the research of brand maintenance of Qingdao Beer and basic theory,this paper deeply explores and analyses the government policy and policy,the internal and external environment of beer market and the system and management defects of enterprises in brand maintenance of Qingdao Beer,and puts forward feasible countermeasures.This paper covers five parts altogether.Chapter one is the introduction,through the analysis of the social background of the current brand maintenance,the purpose and significance of the research are elaborated,and the current research situation of domestic and overseas scholars is compared with each other.Chapter two combs the basic theories and development concepts involved in brand maintenance from the perspective of academic theory.Chapter three mainly combs the brand of Qingdao Beer.This paper objectively analyses the current situation of maintenance and finds out the exterior common problems existing in the beer industry and the problems of brand maintenance of Qingdao Brewery Company itself.The fourth part,based on the existing brand maintenance mechanism of Qingdao Brewery Company,puts forward the optimization and promotion scheme for the existing crisis plan and multi-brand extension strategy,and finally ensures through the operation and management mode of modern enterprises.To achieve the ultimate goal of brand maintenance;the fifth section mainly puts forward more targeted suggestions for the shortcomings of brand maintenance,to ensure that the brand maintenance strategy of Tsingtao Beer can be more perfect.Through the research on brand maintenance of Tsingtao Beer,this paper finds that Tsingtao Beer Company has room to optimize and upgrade its brand foundation maintenance,crisis prevention and treatment,and multi-brand extension strategy.According to the company’s actual situation,this paper puts forward the optimization scheme of brand maintenance,and puts forward specific implementation countermeasures.The research on brand maintenance of Tsingtao Beer in this paper not only hopes to help the brand maintenance of Tsingtao Beer,but also hopes to provide some reference and experience for similar fast-moving consumer goods production and marketing enterprises.