百威英博在中国市场的营销策略研究.pdf

目 录 1 绪论 ······························································································································ · 1 1.1 研究背景和意义 ································································································· 1 1.1.1 研究背景 ·································································································· 1 1.1.2 研究意义 ·································································································· 2 1.2 相关理论介绍 ···································································································· 2 1.3 主要内容与框架 ································································································· 6 2 中国啤酒行业概况 ······································································································· 8 2.1 中国啤酒行业发展现状 ····················································································· 8 2.1.1 啤酒总产量逐渐趋稳 ·············································································· 8 2.1.2 市场集中度进一步提高 ·········································································· 9 2.1.3 外资广泛参与中国啤酒市场 ·································································· 9 2.1.4 啤酒品牌区域特征明显 ········································································ 10 2.2 中国啤酒行业供求现状 ··················································································· 10 2.2.1 产能过剩，利润微薄 ············································································ 10 2.2.2 区域销售不均衡，消费差异化明显 ···················································· 11 2.3 中国啤酒行业竞争现状 ··················································································· 13 3 百威英博在中国市场营销的环境分析 ····························