The Marketing Strategy Research On Tsingtao Beer In Beijing Region

Since late 90s in 20th century, the development of beer industry in China has come into the maturity stage. Under the background of China's capital, the sale of beer in Beijing also increases rapidly. In 2009, the total market capacity in Beijing has been expected to be 1.5 million kiloliter (kL) and the per capita number is ca.85 L. Facing so large market, a bit contest develops among three leading Beer Company in China, Tsingtao Brewery Co., Ltd., The Yanjing Beer Group, and The Snow Beer Group. Until now, the Yanjing Beer Group still has the leading position. However, Tsingtao Brewery Co., Ltd. makes a rush for a bigger market share in Beijing by virtue of the Olympic strategy and the Snow Beer Group also tries to enlarge the sale in Beijing by using the high input cost strategy. Under this background, through analyzing the developing status and sale strategy of Tsingtao Beer, a domestic leading Beer corporation, this thesis tries to provide a theoretical guidance and reference for the subsequent promotion strategy of Tsingtao Beer and make the Tsingtao Beer develop by a better way.Firstly, this thesis illustrates the background of selecting this topic and the development status of Tsingtao Beer in Beijing, and then analyzes the macro-marketing environments and primary competitors in Beijing markets. On basis of this part and through swot analysis, the follow-up operation of Tsingtao Beer in Beijing market has been analyzed qualitatively. And then through quantitative analysis of the sale date between March to June in 2008 and in 2009, a perfect system theory has been constructed to analyze the promotion effect of Tsingtao Beer in Beijing market. Finally, through concluding the qualitative and quantitative analysis, we try to complete a set of systematic theoretical analysis system,which can be used to make a theoretical evaluation for the promotion of Beer industry (mainly gift promotion method) and has a theory guiding meaning for carrying out this strategy.On the basis of marketing research, in the light of the typical marketing theories, by means of case study, and through investigating and analyzing the obtained date by a regression analysis method, the writer aims to not only provide guidance for Tsingtao Brewery Co., Ltd. in planning marketing strategies, but also provide experience and lessons for Tsingtao Brewery Co., Ltd. and the whole beer industry.