An Analysis On The Challenges And Coping Strategies Of Foreign Invested Beer Development In China From The Perspective Of Brand Strategy

In the trend of economic globalization and today’s complex and changeable market environment,how to maintain strong market competitiveness,how to enhance their influence is the core issue of enterprise development,especially for the fiercely competitive beer industry,in the face of the beer market with serious product homogeneity,brand strategy has gradually become the core strategy of the development of enterprises in the industry.The broad prospects of China’s beer market have attracted foreign capital to settle in,set up factories in China to produce and sell,and actively merge and acquire domestic beer enterprises,and foreign beer has gradually become a pivotal part of China’s beer industry.After reading the relevant academic literature,the author found that scholars at home and abroad have studied brand strategy a lot,and they all believe that brand strategy is very important to the development of enterprises,and major enterprises should pay attention to the role of brands,which provides more theoretical support for foreign-funded beer enterprises to use brand strategy to solve problems in China.Therefore,the author will analyze the development status,industry environment and development trend of China’s beer industry from the perspective of brand strategy,and at the same time select AB In Bev,a foreignfunded giant,as a case study object,analyze the problems and challenges encountered by foreign-funded beer enterprises in China,and give countermeasures and suggestions.After collecting and sorting out a large number of beer industry information and data,this paper finds that China’s beer industry has the characteristics of declining production and sales year by year,obvious high-end trend,increasing imported beer year by year and rapid development of craft beer,and analyzing the macro environment of China’s beer market also finds that China provides a more favorable environment for beer development from many aspects such as political law,economy,social culture and technical environment.In such a market environment,foreign-funded beer enterprises developing in China are facing challenges such as fierce industry competition,changes in beer demand and the impact of liquor on the beer market.As a foreign-funded beer enterprise,AB In Bev continuously promotes its brand by determining brand positioning,shaping brand image,maintaining and disseminating brands,and actively carrying out brand extension in the process of brand development.Combined with the development of the industry,the current situation of the company itself and the industry,this paper analyzes the problems in AB In Bev’s brand strategy: 1)its localized brands mainly radiate low-end customers;2)Some regions lack local brands and have no customer base;3)Slow product update;4)Brand activities are not grounded.Based on the above analysis and findings,this paper suggests that foreignfunded beer enterprises should: 1)improve the efficiency of enterprise decisionmaking and execution,and increase product development and brand extension and innovation;2)exert synergies among its local brands;3)Expand sales channels in vulnerable areas and improve brand promotion capabilities;4)Pay attention to brand image and differentiated services,and enhance brand premium ability.At the same time,as local leading beer enterprises,they should make full use of local advantages and learn from the advanced experience of foreign investment;Domestic relatively niche independent craft beer enterprises strengthen product research and development and strengthen the existing niche + high-end + quality brand image;At the same time,it also has a certain enlightenment effect on imported beer,and this article recommends that it implement a differentiation strategy and expand sales channels in China.