Study On The Marketing Strategy Of Pengcheng Beer

With the living standard of countrymen gradually increased and their diet habits continuously changing, the beer industry of China has expanded great. Meanwhile beer industry also are going through the rules of survival of the fittest competition in the market test. After being a member of WT O, China lets its market be more open, After going through large-scale assets' being recombined and the omnidirectional and untiringce war, the beer industry is again kindly accepting the beer band and national capital coming back numerously once again from all over the world; and the market operation means of the beer nterprises 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 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 Xuzhou City and the diagnosis of the dealing status of Qingdao Beer (Xuzhou) Pengcheng 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 Pengcheng 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 Pengcheng Beer from four aspects that are product, price, place and promotion and puts forward a marketing strategy of the Pengcheng Beer based on this analysis.In the last part of the paper, the author measures to improve the marketing strategy at the next stage.In the paper writing process, has utilized the massive data and the graph and so on, proposed to the Pengcheng beer marketing strategy and the implementation own opinion, believed has the certain reference value to the Pengcheng beer and the correlation enterprise.