Kingway Brewery Holdings' Marketing Strategies

With the improvement of people's life and the change of people's consumption custom in China, the sales of beer in China increases by over 10% every year, and the beer consumption per capita in China is still far behind that in developed countries. So China is regarded as the last paradise of the beer industry of the world. But the profit of beer per ton fell sharply and the whole profitability was poor in beer industry since this year. The sales and after-tax profit in 2006 is nearly four times that in 2001 in Kingway Brewery Corp., and this is a model of beer industry. So the study of its marketing strategies have high practical significance.After the material collection and analysis about the background of marketing development of Kingway Brewery Corp., this paper analyze the surrounding of beer industry with PEST from the external factors such as politic, economy, society, technology, and so on. The overall prospection of beer industry is well, and the marketing tend to become a monopolistic competition type. After study of the competitive pattern of beer industry with Porter Model, the paper propose that beer enterprises only really play a strong and important role and develop market while promoting value of enterprise, enterprises can be in a good direction. On base of SWOT analysis of Kingway Brewery Corp., the paper study the choice of the strategies of marketing development from difference and target market. Then study implementation of marketing development in product, price, channels, promoting, and information technology, and propose the idea which the successful experience can be used as a reference,but not be copied simply. The author hope to provide the useful reference to the related enterprises, departments and person, especially explore a business how to survive and develop under the monopolistic competition market.