High-end beer marketing analysis.docVIP

 PAGE \* MERGEFORMAT 9 High-end beer marketing analysis High-end beer is beer in recent days one of the key enterprises. China’s accession to the WTO in 2002 the first year of beer on the Chinese beer industry had a positive effect, the year amounted to 23.8683 million tons of beer in one fell swoop over the United States, appearing on the world beer production peak efficiency increased significantly, the Chinese beer Sales of a price recovery momentum, selling expenses decreased, reversing the downward trend in beer prices for many years, major beer profit of the Group’s significant growth, in which the high-end brands of beer sales contributed. 1, high-grade beer channel strategy Premium beer can be the same as the fast moving consumer goods sales, in theory, can be an arbitrary pricing, but there is one thing we must recognize that high prices will not necessarily bring high profits, because each price relative to the formulation needs to have the resources to do to adapt to support. Low prices may be less cost of sales; price is too high, may increase the promotional fee. In addition, the price and demand is inversely proportional to, in general, the higher the price, consumption, the smaller the crowd, purchase frequency, the lower, the total sales will be reduced. As a premium beer choice of what kind of price must match the company’s core competencies, both depend on the competitiveness of the company’s core markets, but also depends on a certain market environment and investor-oriented mentality of the core competitive capacity under the trends. In general, the cost leadership strategy the company to select low price; companies have core competencies to differentiate, then the more choices of high-priced skimming pricing. Many beer companies in high value products from quality to the packaging of beer has reached par with the international premium beer of the grade, but the corresponding marketing resources, is still same old, not suitable for the op