百威啤酒在中国市场的营销策略分析.pdfVIP

The study of Budweiser beer marketing strategy in Chinese market Abstract With the rapid development of Chinas national economy, the beer industry has entered a stage of rapid intergration, the brands of Qingdao, Yanjing and Huarun have made the strategic layout. The important focus for Budweiser Beer as a foreign brand is how to effectively develop marketing strategies in the Chinese market. Meanwhile, consumer’s demand and preferences also show the trend of diversification. Therefore, it is necessary to clear target market and then develop marketing strategy in Chinese market of Budweiser Beer on the fundamental basis for the development of Chinas beer industry. There are some obvious problems on Budweiser develop marketing strategies in Chinese market, such as the long Budweiser marketing channels, poor stability, high cost and a single market positioning etc. these problems have seriously affected the development of Budweiser beer in China. Therefore, Budweiser beer needs to timely make strategic adjustments in the Chinese market . This paper argues that the Budweiser beer advantages mainly lie in the Budweiser brand, product and capital; disadvantages mainly lie in the lack of local advantages, a single product line; opportunities facing mainly lie in the changes of consumption structure caused by our residents income level increases every year; threats mainly lie in Qingdao, Huarun and Yanjing represented domestic beer brands to the impact of the premium beer market. In order to make up for weaknesses, risk-averse, this article argues that Budweiser beer should make appropriate adjustments of market positioning, target market should gradually tilted to the mid