Jin made Tsingtao - Brand Strategy Trilogy.docVIP

 PAGE \* MERGEFORMAT 8 Jin made Tsingtao - Brand Strategy Trilogy Since 1994, after the acquisition of Yangzhou Brewery, Qingdao Beer Group invested a total of nine years, has merged with Liuqi Yi Xian, Pingdu, Jixi, Ma On Shan, Shanghai, Guangdong and other places more than 40 beer companies, but more than 40 companies it is 1 / 3 profit, 1 / 3 flat, 1 / 3 loss. In 2003, Yanjing, Qingdao, China Resources Beer Group three significant slowdown in mergers and expansion of the beer industry’s competitive scramble for resources transferred from the integration of resources and brand new stage of competition. It just happens that this year is the centennial celebrations Tsingtao. Tsingtao wish to continue a century glory a century, and a clear need for a mature brand strategy. From the ‘brand penetration’ to ‘brand integration’ Regional characteristics of China’s beer market is significant. Local consumers to local brands of consumer habits and preferences plus some non-market factors, has led three groups of beer can only be ‘brand penetration’ strategy to open up the market: the acquisition of a local business, into their own management mechanism, advanced technology, product formulation and marketing experience in order to continue to sell the original brand. Penetration through the years, the three major beer group in market share, production, brand awareness, and other aspects of the considerable progress in its brands also have dozens of resources, ability to control the market and competitive strength have an obvious soaring. But the scale of expansion, emphasis on the local market brand management strategy for the overall development and long-term development of the constraint force is also growing concern for the short-term brand strategy and concerns of local long-term global brand strategy has been unable to reconcile the contradictions between the - ‘Brand Integration , ‘it does not wait for me. Relatively speaking, has not been strong beer brand,