Dalian, China Resources Breweries Limited Marketing Strategy Research

The beer industry has made great achievement after rapid development of 20 years, and at present the productivity and sales of beer have reached the first place all over the world. In recent years, some big enterprises such as Qingdao, Yanjing, China Resources and so on have started annex and reorganization in large scale within the industry base on brand and capital, which makes the beer industry become more normalized and centralized, and improve the profit level of the whole industry. After joined the WTO, facing the severe competition from foreign beer companies and domestic competitors, and more sense about beer consumption from consumers, the beer manufacturers need to take into consideration of both market situation and enterprise's resources to work out the suitable marketing strategy, so that the enterprise can win the competition advantage in future.The main content of this thesis is to make a research about marketing strategy for Dalian HR beer brewery. First step, make analyze for the macro-economic environment and industry competition in Chinese beer industry; second step, make detailed and careful research for Dalian beer consumption market and Dalian HR beer brewery company; third step, referring to lots of professional books and websites, make expatiate and demonstration from three levels. First, analyze the macro-economic environment and industry situation with the strategic thinking way, find out the opportunities and threats which the beer industry faces at present; then descript the inner resources and current situation of marketing management in Dalian HR beer brewery company, and trace out the reason for causing the management problems, compare the advantage and disadvantage of the company, finally draw the conclusion base on SWOT, and make the marketing strategy for Dalian HR beer brewery company with the theories of SPT and 4P.