重庆啤酒集团安徽公司市场营销策略分析-marketing strategy analysis of chongqing beer group anhui company.docxVIP

PAGE PAGE IV III III ABSTRACT Globalization of the world economic are changing our marketing environment, it also affect all part of sell environment, including the market reseaching, market locating, market strategy and the management of market team; though entrrprises need to establish actual and integrated mind of marketing, master the essence of markting for the need of marketing. Deeply analysis and researching of marketing strategy should be taken, base on the current situation of resources and the competitive environment. In this paper, the marketing strategy base on the researching of Anhui filiale of Chongqing Beer Group is particular described by the method which combined the theoretics and practice. The marketing strategy of Anhui filiale are made and detailed analysed,; We are trying to apply the theoretics of marketing management to the practice of marketing management in Fast Moving Consumer Goods. How to locate and exploit market in marketing management are dicussed from few main points. First of all, the main markting problems of Anhui filiale of Chongqing Beer Group are analysed from exterior environment by using SWOT analyzing method. Analysis exterior environment by Michale Porer’s five forces competitive model and the status quo of enterprise product by BCG matrix. It indicated the erterior opportunities and challenges objectively. The predominance and weakness of the filiale are dialectical analysised wirh parsing of the interior situation. Based on gathering and anlaysing of the huge datas, as a result ofthe analysis of the custom, the supplier, the competitor, the latency, the threat of substitutes and the prospects of target markets ,STP of the enterprise is indicated. According to 4PS theoretics in marketing management, modern marketing services, relationships and network management ideals, Indicated the marketing strategy of Anhui filiale of Chongqing Beer Group, defined the rising target and main point of marketing strategy in this mome