被“本钱”和“终端”排挤的中国啤酒品牌(国外英语资料).docVIP

被“资本”和“终端”架空的中国啤酒品牌(国外英语资料) The competition in the beer industry has been hot for a long time, and it is a highly market-oriented industry in china. May be excessive competition, will go to two extremes: one is more direct, to allow capital to speak, to carry out mergers and acquisitions; in addition to the present market share, compete in the annual sales, protection, promotion and terminal for the policeman, racked my brain juice. And for truly effective brands based on consumer mental resources, there seems to be little concern. This objectively led to brand strategy, planning, shaping and implementation of these core resources are capital and terminal marginalization. Lets take a look at Tsingtao Brewerys brand and strategy. Tsingtao Brewerys brand strategy is relatively good, and its corporate strategy is also around the brand strategy. Tsingtao Brewery strategy is: relying on the brand, capital movement as the core, a high starting point of development, low-cost expansion. This strategy has undergone some changes since the time of Bloomberg, but in any case, Tsingtao Brewerys strategy is linked to Tsingtao Brewerys brand. The brand positioning is: passion achievements dream, although many professionals do not agree, that passion play cards, sports marketing, and brand tonality and attribute does not suit, because sports drink with contradictory and so on. But I think that passion and dream dont include a concept of sports. Passion, dream and life of ordinary people are also related. Sports marketing is only part of it. Therefore, it is not contradictory and incompatible. From another point of view, after positioning out, or to carry out the dissemination of the system and the value of transmission, otherwise, the better positioning, just stay in the copywriting, can not be implemented. But it does not mean that there is no problem with Tsingtao Brewerys brand shaping strategy. Tsingtao Brewery, as Chinas most influential beer brand, enjoys a high reputation i