啤酒企业创新争胜（Beer enterprise innovation win）.docVIP

啤酒企业创新争胜（Beer enterprise innovation win） In 1998, the total output of beer exceeded 19 million tons, representing an increase of about 4 in 1997. 7%. According to statistics of the relevant departments, there are more than 600 Chinese beer production enterprises, dotted with each other, about 59. 3% of small and medium-sized beer enterprises have small output (less than 100 thousand tons per year), market share is low, lack of market risk resistance, relying on local limited market share to maintain a livelihood. Throughout the Chinese beer market continued to grow, a few years later, from 1998 downward trend, the market entered a steady growth stage, individual enterprises have shown negative growth. According to the analysis of industry experts investigation, the existing problems Chinese beer industry: manufacturing enterprises layout is not reasonable, too scattered, most small businesses, the shortage of funds, technology, obsolete equipment, poor management, product quality is not high, difficult to open up the market, low economic benefits, plus foreign investment by increasing beer enterprises ocean beach, beer imports so as to make the enterprise production in China, the majority of small and medium sized beer in trouble, some have even been on the brink of collapse. How to realize sustainable development in the complicated market environment, which is the common concern of the national functional departments and beer enterprises. On the basis of careful analysis of the current market trend, combined with the macro control of the state departments and enterprises to increase effective market supply, the implementation of marketing innovation and industrial restructuring. I. The basic trend of Chinas beer market According to the exchange data of Chinas wine industry in 1998, the total output of Chinas beer was 19 million 980 thousand tons. In Chinas eight beer enterprises, Beijing Yanjing Beer Group Company to 80. 14 million 570 thousand tons, ranking first