Research On Marketing Strategy Of Huarun Lanjian Beer In Sichuan & Chongqing Region

As fast consumer goods, beers of different brand have little differences with each other. After nearly twenty years development, the beer industry has become one of those with fiercest competition. Business competition has already been upgraded to strategic level, and the main purpose is to seek competitive advantages and possess the ability of sustainable development.- Hoping to* give some useful advice and references to Huarun Lanjian Beer, the writer tries to find out marketing strategy on the basis of related theories and researches.The paper is divided into four sections. First it introduces the reasons for choosing this thesis and then it explains the background and the basic structure of the study. The second section introduces Huarun Lanjian Beer and its mother corporation- Huarun Lanjian Beer Corp. It also analyzes the existed problems. The third section is the most important part of the paper. It analyzes the macroscopic environment, competition structure and internal ability, making out the company's advantages and disadvantages, opportunities and threats. The fourth section is the hardcore of the research and establishes the marketing strategy and competitive strategy after segmenting and targeting.This paper constructs the marketing strategy not only on the analysis frame for marketing strategy, but also formulated with executive plan. It provides an example of marketing strategy formulation and has practice value to the fast consumer goodsindustry.