China Resources Beer Marketing Integration Strategy.docVIP

 PAGE \* MERGEFORMAT 13 China Resources Beer Marketing Integration Strategy Branding is a long-term project, Qingdao and Yanjing is a national brand, on the contrary, China Resources Beer acquired snow, Hua Dan, Black Lion, Reid, Legge and the Blue Sword, dozens of brands are regional brands , but this does not mean that China Resources Beer does not attach importance to shape the brand, along with China Resources beer capital of war will be the brand war. National brands and regional brands and integrated strategy Resources because it is a fairly large cross-industry group, beer is just one of its business, corporate names and brands of beer were not uniform, unlike Qingdao, Yanjing, Pearl River, Harbin Beer and other beer companies, products, brands and corporate name of unity, communication on the easy to form a joint force. But we have to admit that China Resources Beer’s success in the Chinese market is now operational, it’s snow has become the country’s most influential brands and the most promising brands of beer, has been accepted by the national market (see Table 1), and Meanwhile, China Resources Beer that dozens of regional beer brands, has a strong local market share, brand recognition and loyalty, has a strong competitive edge. For the effective integration of national resources point of view, China Resources Beer is imperative to integrate its brand. In order to launch a number of national brand and the integration of a strong regional brands, will ‘reluctantly part with’ or even ‘lose the wife of another soldier off’? This is the contradiction between how to adjust? In this regard, China Resources Beer to take ‘first regional brand, after the national brand’ outreach strategy, first the local integration of the regional brand is good, making it the leading local brands, on this basis to reconsider the promotion of national brand. Coordination with the regional brand national brand integration. China Resources Beer to adopt the ‘national brand