Yantai Beer Marketing Strategy

China has been the largest beer producing and consuming country of the world since 2003.The beer industry of China directly provides 50 billions Yuans value every year which is an important part of the national economic system. Beer industry is a high tax industry which provides 3.7 billions Yuans Consuming Tax every year.It also directly provides 500 thousand jobs opportunities. The safe of the beer industry is important to the stabilization of the national economic and society. But behind the seeming prospety there is a great crisis. Most of the beer enterprises are wondering between life and death.There are about 350 beer manufacturers in China, everyone only has 70 thousand KL output averagely. High decentralization is the important character of this industry. Out of question, small beer enterprises are the main part of the industry. There are more than 70 percent of all the beer enterprises are to the bad but they don't know how to overcome the bad complexion. During the recent years, almost every super international beer enterprises those have strong capital, higher manufacturing technology and strong marketing ability have entered China. The survival environments of these small enterprises are becoming more and more worse. So how can these small enterprises overcome the pressure is a very important task.Yantai beer Asahi co. Ltd is a typical small enterprise. This article attempts to provide a resolvent through whole research of this enterprise. At the same time, this article wants to be useful to other beer enterprises.This article is a case research. In this article ,I make a systemic describing and analysis of the whole industry at the first, then made a detailed describing of Yantai Beer's marketing resource, and at the last I make a marketing strategy by SWOT analyzing tool. At the end of this article, I develop a whole marketing mix based on the marketing strategy.