啤酒品牌走出地方的三大轨则(国外英语资料).docVIP

啤酒品牌走出地方的三大法则(国外英语资料) China is a big beer producing country and a big consuming country. The national beer annual production of 30 million tons, the actual consumption of 22 million tons, the size of more than more than 500 breweries, 60% production of 100 thousand tons, the national beer brand Tsingtao Brewery is only 5, respectively, Yanjing Beer, Snow Beer, Zhujiang Beer, Harbin Beer. Even the national brand, to enter the regional market is also strong dragon does not pressure the items, especially the regional characteristics of beer. As a result of the brand itself, channel factors, as well as consumer demand for different taste constraints, but also doomed the local beer brands nationwide process is difficult. Then, how can the local beer go out of the country and go to the whole country? This article will mainly discuss from the following three aspects: Targeted local brand communication strategy And drink is different, the national strategy of beer is always subject to regional restrictions, on the one hand, is limited by the characteristics of the beer, beer is a volatile drink, the longer the storage time, the taste is bad, thus limiting the cross selling beer, on the other hand, each place all have the taste of consumers different, like the Sichuan Hunan people eat spicy, Fujian Cantonese love light for the same reason, the taste difference problem also limits the implementation of the national beer. In 2002, Fujian Huiquan beer bombed a period of advertising in CCTV generous, known as the country began the process of actually Huiquan beer and did not realize its ambition, just out of Fujian, came to Jiangxi, a variety of management and operation is out of the question, the results soon be Yanjing Beer M A. We can still remember that once in 5 CCTV broadcast commercials, said in front of all cell phone: there is strength, of course attractive! Perhaps this sentence is standing on the national platform of another brand Sedrin Fujian sound, but this brand