Consumer awareness of beer.docVIP

 PAGE \* MERGEFORMAT 8 Consumer awareness of beer From 99 onwards, the Chinese beer industry has entered a merger, integration in the new round of expeditions. Led to Tsingtao, Yanjing, China Resources, followed by production capacity has expanded rapidly and the escalation of inter-industry competition. Arising from such marketing tactics have varied, but all of the tactical thinking in the final analysis are intended to stimulate consumer end, where there is need to re-learn what a beer consumers. 1, beer consumers who? If the mere consumers of beer for a definition, the simplest argument is nothing more than a beer person. The reason why say this is because we found out when beer marketing goal should be to understand the scope of consumer groups, so that it can be targeted. 2, why should consumers know beer? (1) the characteristics of the decision of beer. Beer is a kind of fast moving consumer goods, consumer choices will determine beer products in the market’s performance. (2) beer competition in the market is close to the main battlefield of the consumer end markets. From 1900 Harbin beer, Qingdao Beer 1903, Beer 1915, China’s beer in the mid-90s completed from a planned economy to a market economy changes, and this shift ushered in a brand miracle - Yanjing Beer rise. It can be said, Yanjing Beer as early as today, should be attributed to break the planned economic system, using three wooden handcart to ‘rural areas surrounded by restaurants, restaurant surrounded by hotels’ sales model, this model is the early Chinese urban markets in the’ depth of sub - pin ‘. In order to achieve the maintenance, management, the purpose of the market in recent years, domestic beer manufacturers followed suit Pepsi, Coca-Cola, as well as Tiger, Suntory and so some well-known beer brands abroad, mode of operation, and strengthened the control of the retail terminal, can be expected in the next few Year-to-end market, the competition will be exacerbated. (3) the