How small and medium enterprises in Shandong beer out of the woods.docVIP

 PAGE \* MERGEFORMAT 8 How small and medium enterprises in Shandong beer out of the woods Shandong is the largest province in China beer sales, the industry known as “clouds Lu beer and liquor” and “get in Shandong the world”, said. However, the current beer market in Shandong, can be described as mixed, the top three Chinese beer Tsingtao, Snow, Yanjing in relying on the capital, brand, marketing and other advantages of the system on the market to conquer new territories, Shandong, silver wheat, green Lansuo second-tier brands such as in Shandong also must attack around the same time, also rely on local-name cost advantage of small factories engaged in dumping or call edge ball a strong brand, they are eating a limited market space, not in the regional market to the dominant local brand of beer to exert strong pressure of competition. Test analysis of the current small beer enterprises in Shandong internal and external environment: First, consumers are gradually increased brand awareness, brand preference for deepening, small brands because brand power is relatively weak degree of customer brand loyalty is low, Brand competition at a disadvantage, and secondly, efforts continue to strengthen market competition, big brand financial strength, in addition to generous in brand communication on, the inputs in the terminal and more willing to invest, brand communication in a day, small and medium enterprises lack of brand communications costs, and the terminal would not achieve the desired effect once the input, can also cause severe blood loss. Third, rising levels of marketing, the brand marketing level rising, the high overall quality of staff and management capability strong, brand marketing, cultural marketing, the depth of high-level marketing, marketing tools that are slowly replacing price competition, product competition and other low-level competition, the level of small business marketing of beer is relatively backward, the system of marketing manageme