Marketing is not war - the new marketing environment under the Chinese beer market to reflect.doc

 PAGE \* MERGEFORMAT 13 Marketing is not war - the new marketing environment under the Chinese beer market to reflect The first chapter of beer under the new marketing environment corporate marketing Reflection First, why so many beer companies make any money Matsushita said, ‘company’s biggest sin is not making money’. Why many businesses to survive in a complex environment in the face of increasingly fierce market competition, serious difficulties, not make any money? Why are Chinese private enterprises, the average life expectancy is only 3.5 years? With yesterday’s experience and ideas of today are making less money, with today’s experience and ideas have not earn the money tomorrow! Many businesses have been brilliant time, but the face of cis-changing external environment has turned a blind eye is still the successful experience of self-satisfaction, in order to maintaining the status quo, the result has been eliminated by the times. Case: Reflections on beer price war Since the last century in China since the mid-90’s beer industry has experienced 10 years of a price war that swept the country. Many provoke a price war during the beer business into its own set of traps, long unable to extricate themselves, more strength, weak small and medium enterprises in the beer price war in the damaged city of lost land, selling quickly to shorten the radius, until a serious loss, or acquisition or closed bankruptcy . While the beer price war has accelerated the integration and optimization of the size of the beer industry, but also allow more international beer brands in China have begun to launch several rounds of frenzied wave of mergers and acquisitions, by 2000 China’s beer industry, foreign penetration has exceeded 60%, and the size of the former In addition to the 10 Yanjing, Venus outside the country, foreign equity participation. With international brand strength and brand advantages of capital, while mergers and acquisitions to conquer new territories,