The Analysis Of Chinese Large-Scale Beer Enterprises' Gain And Loss

Into the 21st century, Chinese beer industry from the high-speed development period to integrate acquisitions into view. The Chinese large-scale beer enterprise taking Tsingtao Beer , CRB snow and Yanjing Beer as representative there exists much problem , such as Tsingtao Brewery formulate the brand strategy at the beginning of the lack of long-term planning, a lot of fuzzy beer brand positioning, brand competitiveness weak, the CRB snow runs after develop rapidly , not attaching importance to cultivate a brand in the whole nation extension, Yanjing Beer are the marketing strategy at the Olympic Games are upset/unwilling, and so on these phenomena, which explains the development of the beer industry, but also reveals a certain the law of the market. In this paper, the main combination of strategic management, brand management, the theory and practice of mergers, to come to their gains and losses in their respective fields by using the comparison methods for the large Chinese beer analysis of enterprise strategy .and On this basis, to give the large Chinese beer company some useful suggestions. Large Chinese beer enterprises should learn from previous experiences and lessons and gradually learn to formulate a scientific and rational corporate strategy, the strategy is also to maintain its continuity and growth.. Mergers and acquisitions in the enterprise expansion when required, first of all to determine the purpose of mergers and acquisitions, and to master the trend of development of the industry, so that M & A activity and corporate strategy fit. .In brand management , that large-scale Chinese enterprises should give the brand of beer to clear, precise positioning, focus on the unique shape of the brand image. Beer at the expansion of large-scale enterprises should be considered at the same time the mode of operation of multi-brand strategy to manage the brand. Since clear of the brand segmentation strategy can effectively exert the advantages of their respective brands. In brand promotion, it should select the appropriate media and carriers, to carry out a clear and strong demand, to open a new path for brand promotion; Innovation is a constant power to Enterprise, For product development, we should pay attention to "products" of the building. The operation of enterprises could also consider cultural marketing strategies such as marketing strategies and resources and so on as new attempt.