On Marketing Program Of 'Hans'-Brand Beer

The beer industry is one of the most open industry in China. After China's entrance into the WTO, the beer industries of China accelerate their steps to reorganization and emergence. With the increasingly fierce, international competition, all the beer manufacturing industry must face a grim future if the local brand beer can't adapt itself to the market development, if the product can't be transformed into a brand commodity, then a famous-brand commodity successively and smoothly so that it can qualify as an internationally famous-brand one.On the basis of system studying brand marketing theories and analyzing the practices of the domestic and international beer manufacturing industry, the author made use of the substantial evidence analysis method to proceed the research to an excellent regional beer -Hans beer's brand marketing. First, the author scanned the marketing environment of Hans beer, cleared the present conditions and development trends of the Chinese beer industry. Then a thorough research is done on its brand marketing situation, the customer's inner drive to buy the Hans beer and the remarks on Hans by the experts. And a systematic analysis is made on internal and external environment of Hans beer by questionnaire investigation and interview. Subsequently, according to the analyzing results and the success of the domestic and international famous-brand beer with the combination of the target of Hans beer-to be the best-brand beer in the north west of the China, the marketing proposal is put forward on how to improve its image and fame and consequently, to expand inside and outside market.The research results of this study can be considered as the reference materials and the guiding principles for the smooth development of the beerindustry in the north west of the China and the brand marketing of the Ting dao beer Xi'an company.