Yanjing Beer Brand Strategy For Remodeling

Setting about the significance of the study and analysis on brand strategy to the enterprises' development, this paper affirms the vital importance of brand strategy, and points out that the modern enterprises must implement corporate strategy, the brand strategy as its core, for the long-term development. In the meantime, it puts forward a serious problem - at present Chinese brands have very little influence in the world! This can not help but bring the readers shocks and thoughts: China's economy has developed by leaps and bounds for 30 years after reforming and opening up, and the fruit is universally acknowledged, but why till today there is no even one Chinese brand can affect the world? Where is the gap between Chinese brands and the world brands? What kind of effort should Chinese brands exert?Taking a strength representative of the Chinese brands - Yanjing Beer as the study mainbody, this paper carries out detailed analysis on this doubt. In the whole process of analysis, it attempts to seek a solution to the problem, takes the business opportunities in 2008 Beijing Olympics as a new starting point to conceive a brand strategy for Yanjing Beer, to speed up its internationalization process and achieve its enterprises vision as the national industrial well-known brand.In the analysis process, this paper first studies on the current operating conditions and competitive power of Yanjing Beer Group, to allow readers a detailed understanding towards the Yanjing Beer brand. Then, it predicts the opportunities in the beer industry among the business opportunities in 2008 Beijing Olympics. Next, the paper finds the fit points for the results of the previous study, and points out the advantages and disadvantages of current Yanjing Beer. Finally, the paper analyzes and puts forward the concept programme of the Yanjing Beer brand strategy.In the final session, based on the theoretical model "brand strategy = brands of decision-making + brand model choice + brand identity and definition + brand extension planning + brand management planning + brand vision establishment", the paper in detail proposes the Yanjing Beer brand strategy recommendations, such as "construction of products arrangement system, deep excavation and outward extension of the brand, establishment of marketing strategy principles, corporate vision and the Yanjing Beer brand management mechanism, and cultivation of corporate culture and brand crisis management mechanisms ". The paper highlights some of these proposals, for example, boldly abandon the Yanjing brand extension products, conduct targeted adjustments towards Yanjing Beer series products, deeply analyze the characteristics of Yanjing internal corporate culture, and in particular, point out the importance and implementation points of the establishment of Yanjing brand crisis management...