| At present, Chinese people's living standards and consumption level have further improved. The GDP of the whole year has increased by 10.7%, and the general level of consumer prices has rose by 1.97% over the previous year. As the continued improvement of Chinese people's consumption level, domestic demand on beer will continue to increase, and the market size of beer industry will see further expansion. Currently, the per capita consumption of beer around the whole world is 28 liters per year, and some developed countries even higher than 50 liters. Although China's per capita consumption of beer is close to 22 liters, that in the central and western regions is only about 10 liters, and that for more than 800 million persons in the rural areas is even less than 5 liters. Such a large gap has formed huge development potential and space for China's beer market.China's enterprises in beer industry have formed three tiers as a whole, with Tsingtao Beer, Yanjing Beer and Snowflakes Beer in the first tier; Pearl River, Blue Ribbon, and Kingway in the second tier; Lanzhou Huanghe, Tibet Development, Honghe Guangming, and Chongqing in the third tier. Enterprises in the three tiers have certain gap in terms of strength. Tsingdao Beer and Yanjing Beer have the largest market shares in the country. With the accelerated pace of acquisitions, their strength will be further enhanced. Enterprises in the second and third tiers have also picked up their steps in the mergers and acquisitions, hoping to form scale merit by continuously expanding enterprise size, so as to cope with the increasingly intense competition in the market.Yanjing Beer (Guilin Liquan) Co., Ltd. is one of the subsidiaries of Beijing Yanjing Beer Group out of Beijing. Assessed by Beijing Famous-Brand Evaluation Co., Ltd., the brand price of Liquan is 1.29 billion yuan, winning one of China's most valuable brands with Haier and Hongtashan together. Liquan beer accounts for 70% shares in Guangxi's beer market, so in the leadership position.This analysis's main purposes are to find out the reason why Liquan beer's market shares have continued to decline in Hechi Region of Guangxi and understand the accurate market capacity of Hechi market through quantitative investigation and qualitative analysis, so as to obtain the status quo of the market competition in the area and the quantitative data of consumers; and to conduct a exploratory study against problems existed in each link of the channels, so as to provide relevant references to help find out counterattack opportunities in Hechi market. The analysis will be made from following aspects:To understand the beer market capacity of Hechi regionTo find out the reason for the decline of market shares of Liquan beerTo find out the consumers'evaluation on Liquan Beer from products to marketing approaches in Hechi market; and to find out the influence of sales promotion and dissemination on the consumers'purchase behaviorTo find out the main channels'(franchisers of Liquan Beer and second-tier competitive brands as well as end consumers) opinions and attitudes towards Liquan Beer from products to marketing approaches, the channels'opinions on local market, as well as the service contents and comments on upstream and downstream enterprises; to have a grasp on the status quo of market competition in Hechi region; and to define Liquan's competition status;To make a diagnosis on Hechi's beer market, and make sure the reason for the status quo of sales volume (strategy/channel/products/publication/sales promotion, etc)To find out counterattack opportunities in the market, and establish corresponding market operations and dissemination & communication strategies In this project, we have made full use of customer satisfaction model and SWOT analysis methods both in consumer research and channel research. |
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