The Study Of Brand Marketing Of Tsingtao Breweary Xi'an CO., LTD

After the reform and opening, foreign enterprises and products entered Chinese market in a large number. These enterprises had power brands. An important manner that they took to enter Chinese market was to output their own brands and annex the rivals' brands, i.e. the brands of Chinese enterprises that competed with them. This was a measure that needed low cost and had far-reaching effect. But the brand conception emerged in China only twenty years ago. Our enterprises got behind in brand management and brand marketing. However, brand had developed for a long time in foreign countries. Foreign enterprises had generous theoretical and practical experiences in brand construction and operation. At one time, brand was a kind of asset, a kind of immaterial asset that could create value and had its own value. Their values were posted by brand evaluation. However, on the problem of brand evaluation, there were many methods to evaluate brand value, and there were fewer methods to evaluate the integrated image of a brand. For enterprises, if they can evaluate their brands from the view of consumer, it was important to develop brands and manage brands. On earth, brand was a conception that focused on consumers, and consumers were final possessor and evaluator of brands.According to the above problems, based on thumbing a large amount of information, the theory of brand marketing and methods of brand evaluation were discussed detailedly in this essay. Its contents included: the meanings and development of brand marketing, the contents and course of brand management, the method of brand evaluation. And at the same time, on the base of brand cognition course and its contents, via questionnaire surveying, evaluation indicators of beer brand evaluation were fixed, thus amodel for evaluating beer brand was established in view of consumer. Andin reality, the model was used to evaluate the HANS brand. At last, Tsingtao brewery Xi'an CO., LTD wad quoted as an example in this essay. Its brand-marketing actualities were studied, and omissions in it were found. Aiming at these omissions, the relevant solving project was put forward, hoping to be contributive to the brand advance of the corporation in a certain extent.