Research On The Marketing Strategies Of Xing'an Subsidiary Of China Resources Snow Breweries, Co., Ltd.

Based on the data of the beer industry and field research, this thesis analyzes the sales strategies of the daughter company of China Resources Snow Breweries, Co., Ltd.. in Xing'an League, Inner Mongolia Autonomous Region. The marketing and sales status of the Xing'an subsidiary is discussed, by analyzing the internal and external factors of the company.At the very beginning, this thesis presents a systematic analysis of the marketing environment of China Resources Snow Breweries, from the perspectives of macro environment, industry environment, consumer behavior and marketing competition. Moreover, the paper works out a developing law and trend of the beer industry in China, according to the beer development history at home and abroad.This thesis discusses the market competition conditions and strategies of China Resources Snow Breweries Co., Ltd.. and puts up the marketing competition status, competition strategies as well as development prospects of the Xing'an subsidiary, by adopting the STP analysis method and 4P sales theory.What is more, this thesis illustrates the virtues and defects of the Xing'an subsidiary's development strategies and pointes out its development direction, brand tactics and packaging scheme. Then the paper gives further suggestions on the effectiveness of price and direct tactics of the company. The paper focuses on the sales promotion of the subsidiary and discusses the ways of sales promotion from the perspectives of theory and practice.Finally, the thesis highlights and furthers the marketing experience of China Resources Snow Breweries, Co., Ltd., in the hope that the experience would serve as a reference for the other beer companies in China.