百威英博公司武汉市场品牌营销战略研究-工商管理专业论文.docxVIP

IV 百威英博公司武汉市场品牌营销战略研究 摘 要 进入 21 世纪，中国取代美国成为世界第一啤酒大国和重要的啤酒消 费品市场。伴随着经济全球化的步伐，外资啤酒企业携巨资大举进入中国 市场，一时间加剧中国啤酒市场的竞争，整个啤酒行业的盈利空间大大压 缩。在啤酒产品日趋同质化的激烈竞争中，品牌化发展战略的实施尤为重 要。 本文将目光放在国际啤酒品牌百威英博公司在武汉市场的品牌战略营 销。首先，本文试图从品牌定位，品牌塑造，品牌管理，品牌资产以及品 牌经营战略等方面对国内外品牌战略理论加以梳理和总结。其次，本文指 出百威啤酒品牌战略上存在的问题，详细拟定百威啤酒在武汉市场整套品 牌战略， 并提出实施建议。 最后， 使用 PEST 环境分析和消费者行为分析 方法对武汉啤酒市场环境进行全面的解读，并结合品牌战略理论对百威啤 酒武汉市场品牌战略提出建议。 关键词： 百威啤酒；品牌战略；武汉市场 V A Research on Budweisers Brand Market Strategy in Wuhan ABSTRACT In the 21st century, China has replaced the U.S. as the worlds first beer producing country and an important consumer market. With the pace of economic globalization, foreign beer companies carry huge amounts of money pouring into the Chinese market, leaving China a time of intensifying competition in the Chinese beer market. The beer industrys profit margins significantly compressed. In the fierce competition of increasing homogenization of beer products, brand development strategy is particularly important. This article will focus on the marketing strategy of the Budweiser InBev brandsan international beer brand, in the market of Wuhan. First, this article attempts to collate and summarize the theory from the aspects of brand positioning, brand building, brand management, brand equity and brand management strategy and other aspects of brand strategy at home and abroad. Then, the article points out Budweiser’s problems in brand strategy, elaborates a complete brand strategy of Budweiser beer in Wuhan, , and proposes the suggestions of its implementation. Finally, using the methods of PEST environmental analysis and analysis of consumer behaviors on the beer market in Wuhan to hold a comprehensive interpretation of the environment,and then to provide theoretical guidance for the implementation of brand strategy of Budweiser in Wuhan Keyw ords ： Budweiser Beer ； Brand Strategy ； W uhan m a rket IX 插图清单 图 2.1 品牌定位流程图 1 图 2.2 品牌忠诚度的类型 1 图 3.1 市场份额和产品对企业盈利能力的影响 1 图 4.1 PEST 分析法模型 21