| The beer industry is the industry that has abnormal competes in China. For the Chongqing Beer Group, which is the number of the second circle of all business enterprise of beer, it dose become very important how to all analysis the situation of the market and make the strategy of marketing, when it faces the circumstance that the Chinese beer industry change to oligopoly market from the regional monopolistic competition market, the extend of capital and market and the development from the regional monopoly enterprise to national monopoly enterprise of these enterprises in the first beer circle.This paper made use of the strategic analytical method. First, it carried on the comment towards the strategic related theories that need, then built up the strategic analytical frame of marketing as the theories background of the later chapter; By way of statement of situation and the development of the beer industry and the circumstance of Chongqing Beer Group, It Discussed the center of strategic analysis of the Chongqing Beer Group; At this foundation, the article employed Porter.M.E 's strategy theory to give a systematic analysis of the market factor, the statement of competition of the existing enterprise in the beer industry , the threat of the latent competitor, the ability of negotiations of the costumers and suppliers, and social factor and policy ;By the way of the SWOT analysis method, the article drew up strategic methods of the SWOT based on systematic analysis and research of inside and outside circumstance of the Chongqing Beer Group; At the studying the foundation that market subdivide, it completed the choice of the market fixed position of the business enterprise, then gained the proper marketing strategies according to the conclusion which established on all circumstance; At the end of the article ,it suggested the method of the strategic implement, and completed the strategies the whole process of establishment and performance from the executive angle...
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