| With the living standard of countrymen gradually increased and their diet habits continuously changing for more than twenty years of reform and opening, the beer industry of China has expanded great. But the beer industry are now enduring the ablution of the market competition rules, according to which the superior wins and the inferior is eliminated, after experiencing the golden stage of production-oriented in the 1980s and the first half period of 1990s. After being a member of WTO, China lets its market be more open, which has really got into the equal game of the world market harmoniously. After going through large-scale assets' being recombined and the omnidirectional and untiring price war, the beer industry is again kindly accepting the beer capital coming back numerously once again from all over the world; and the market operation means of the beer enterprises of China are also innovating. The whole industry has had a qualitative leap both in principle and in practice whether it is in the capital operation or the market operation.Firstly, the paper uses the specific data to particularly analyze the general situation, the market characteristics and the competition situation of the beer industry in our country. Secondly, through the analysis of the competition situation of the beer industry in Anhui Province and the diagnosis of the dealing status of Anhui Gujingxuedi Limited Corporation, the paper specifies the inner strong points and weak points of this company and analyzes the given opportunities and challenges confronted with. And then, based on comprehensive analysis and combined with mature marketing theories from home and abroad, the paper analyzes the product positioning of the JSNH Beer in detail from the standpoint of the whole marketing of a new product and a new brand; At the same time, with the 4Ps of the marketing combination as a primary clue, the paper presents a detailed analysis of the marketing of the JSNH Beer from four aspects that are product, price, place and promotion and puts forward a marketing strategy of the JSNH Beer based on this analysis.In the last part of the paper, the author makes full use of the materials from the real market investigation to do a systemic analysis and evaluation of the practical effect of this marketing strategy and compares the product image and brand image of the JSNH Beer with those of Longjin and Snow with an analysis. After that, theauthor finds out the difference and weakness of the strategy and proposes corresponding measures to improve the marketing strategy at the next stage.It is an actual case that the paper reflects which comes from the marketing job the author is taking up. The whole paper involves strategy, marketing, organization, management, enterprises diagnosis and human being resources, applying numerous diagrams and all kinds of analytical tools and models. It is hoped that some analytical means and ideas used by this paper can help the enterprises of producing and dealing in beer to form an effective marketing strategy.
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