Jinan From The Beer Market Of Small And Medium Enterprises To See The Survival And Development

The beer industry of China is now in the integration process and is drawing more and more attention. The emphasis of the paper lies in the survival and development of small and medium beer enterprises in the face of more fierce competitive circumstances.The paper begins with the background of the beer industry, introduces the level classification of the industry, the changes taking place in the industry, and summarizes its prospect. Through the deep analysis into the Shandong market, especially the Jinan market, the paper introduces the attempts of Jinan Beer Group in marketing modes and strategic choices in the face of the difficulties in the system, market and brand. The paper also takes the Jinan Beer Group as the special case, analyses and evaluates it from such perspectives as the setup of the management procedure, human resources and marketing modes, concludes with the status-quo of small and medium beer enterprises, analyses and concludes with the principles and strategies the small and medium beer enterprises must adhere to for the sake of their survival and development.