A View On Brand Marketing Of Regional Beer Enterprises

Nowadays the merging and agglomeration between beer enterprises in China isbecoming increasingly fierce. There are only two choices for regional beer brands withmiddle or small scale: one is to be purchased and merged, the other is to grow into largescale beer enterprises in fierce competition.As the beer industry becomes more and more mature, there is less space fordifferentiating beer products, further more the consumers are inclined to certain brandsfor sentimental reasons when drinking beers. Thus the brand marketing aiming to strikea responsive chord in the hearts of its consumers is the most important means to set updifferentiation for beer enterprises.Nanchang Asia Beer Company Limited is a regional beer brand which has thelargest market share in Nanchang. It is facing the fierce competition from no local beerenterprises which has strong brand image. Several famous beer enterprises onceproposed to purchase Nanchang Asia Beer Company, and the company declined theseproposals with politeness. The article concentrates on researching the company. On thebasis of analysis of the company's current marketing strategies with the technique ofSWOT analysis. The article puts forward the following ideas of brand building andstrategies of marketing: to build unique brand image with differentiation marketing asthe guideline of thought; to establish brand characteristics of vitality and fashion,challenge enjoying, sports loving and success pursuing with the emotion of hero as thetheme of brand; focusing on the unique characteristics of hero, to centralize and make acomprehensive scheme of products combination, channels and promotion strategieswith the method of comprehensive marketing; to consolidate the position of NumberOne in Jiangxi Province with the marketing strategy of winning the whole battle byachieving one break.Through the research on Nanchang Asia Beer Company, it can be concluded thatthe strategy of distinctive position, resource concentration and long term perseveranceare applicable to brand building for a regional brand with a weak fund foundation.