啤酒行业精准营销策略分析研究.pdfVIP

啤酒行业精准营销策略研究 应的优缺点；第五是精准组织策略，具体提出了啤酒市场操作过程中的定格管理 策略和计划管理策略；第六是精准推广策略。具体涉及到公关策略和热门的体育 营销策略；第七是精准传播策略。通过对影响啤酒品牌价值的相关因素分析和消 费者调查，提出品牌发展策略和品牌传播策略。 希望以上策略的提出对中国啤酒企业有所启发。同样，这些营销策略对其他 快消品行业企业也有借鉴价值。 关键词：啤酒行业；策略；精准营销；数据挖掘 II 啤酒行业精准营销策略研究 The Research on the Strategy of Precision Marketing In Beer Industry Abstract The domestic beer industry has developed rapidly within the 30 years after Reform and Opening, the tendency of industry Consolidation is becoming obviously, the industry is developing into high concentration ratio, especially in the new century. China beer industry is worthy the name of The First Country of beer manufacture and has held the title for 8 years, after surpassing USA with 238.6 million ton in 2003.But there is a long way to go to be the first beer consumption country. We must realized that the NO.1 beer output is based on the china population of 1.3 billion, our per capital consumption is less than 30 liter a year ,while the number in USA、Europe and Japan is more than 50 liter, in Czech the number is 180 liter. However, the gap means a sort of potential, the extent of china is extensive and population numerous, according to the consumption standard of the word per capital, china has a capacity of 40 million ton. In the western part and most rural area, per capital of beer consumption is less than 10 liter a year; meanwhile, with the development of social economic , standard of living raised and china entering the WTO, the top quality and overseas beer market will be another highlight in china’s beer industry increase. In front of inviting market prospect ，We still have to keep a mind that there also are some problems i