Research On Marketing Strategy Of AB-InBev(China) Company

The Chinese market is the world's largest beer consumer market,accounting for about25% of global beer consumption.According to the public data of the National Bureau of Statistics,after the peak of China's beer production in 2013 reached 50.616 million liters,the consumer demand in China's beer market reached its peak,and beer production began to decline.In 2018,China's beer production dropped to 38.122 million liters,down 13.39%from 44.015 million liters in 2017.The development of China's beer industry has now reached maturity.The top five brands in the beer industry(CR Beer,Tsingtao Beer,AB In Bev,Yanjing Beer,Carlsberg)CR5(industry concentration)exceeds 70%,and the industry is also expanding.According to Global Data data,in 2018,Anheuser-Busch In Bev(China)ranked first in terms of sales,and ranked first in the premium and ultra-high-end beer categories in terms of beer sales and sales.In such a fierce competitive environment,AB In Bev(China)can actively adapt to changes in the environment,change the old model of the past,adjust marketing strategies to keep the company advancing with the times,and continue to innovate and develop,and still maintain contrarian growth.Based on this,this article selects the world's largest beer producer and the largest AB In Bev Chinese company as a case study,and explores AB In Bev(China)'s marketing path in the internal and external competitive environment,and The successful marketing strategies and marketing models in the Chinese market provide a good reference for the development of China's local beer companies.The paper first introduces the research background and significance,research methods and research ideas.The literature reference method,case study method,and comparative analysis method are used to describe related marketing theories such as STP theory,4PS marketing theory,PEST analysis method and SWOT analysis method,and ECIRM strategy model,and then the theoretical model is used to analyze the basic status of the Chinese beer market.Analyze with trends and focus on the analysis of Anheuser-Busch In Bev(China)company marketing environment analysis,Anheuser-Busch In Bev(China)company marketing status and problem analysis.Based on the combination of PEST analysis and corporate SWOT analysis,we have determined the adjustment recommendations of AB In Bev(China)'s marketing strategy,and put forward strategic adjustment recommendations from five aspects: brand,product,promotion,channel,and pricing.Finally,it puts forward strategic guarantee measures from four aspects:organizational system construction,marketing management control,human resource construction,and corporate culture construction.Finally,the organizational efficiency and corporate culture of Anheuser-Busch In Bev(China)are introduced to ensure the successful implementation of marketing strategies and marketing models,and provide reference for the international marketing of Chinese consumer goods companies,especially beer companies.