Yanjing Beer Group Olympic Marketing Strategy Research

Along with the same-quality-phenomenon of chinese beer become worse and worse, the competition between chinese beer companies has turned into the competition of management means and marketing strategies. From the traditional price competition to quality competition, and then to current brand competition, consumers always reasoningly choose competitive and superior brand. In fact, the competition between many beer brands is severe in the extreme, and become interenational beer brands'competition in home market. Therefore, the innovation in brand marketing will decide the future and fate of beer brands in great extent. It is well known that there is limitless business opportunity in the 2008 Beijing Olympic Game. But how can we hold and utilize the Olympic business opportunity? It is good chance for the big corporations to improve the enterprises and product brands internationalization, the enterprisers who participate in the international competition to look the 2008 Beijing Olympic Game as a good opportunity and express rich and colorful ideas. In this article the theory about sports marketing, the history of Yanjing Beer Group and sports marketing was firstly illustrated. Then three combined strategies mode with Yanjing Beer Group in traditional marketing were studies. Then a great deal of valuable experience and lesson can be obtained through analyzing of successful and unsuccessful cases during Olympic Game marketing. It is very important role for Yanjing Beer Group middle-long-term development whether Olympic Game marketing is successful or not. If Olympic Game marketing can be joined in Yanjing Beer Group middle-long-term development and management plan, Olympic Game marketing strategies could be exactly and effectively designed. A new Olympic Game marketing mode can be founded that Yanjing Beer Brand marketing and the traditional combined marketing mode could be efficiently integrated, and Olympic Game culture, Yanjing Beer brand culture, and enterprise culture become full harmonization and have a exactly orientation. Under the banner of Olympic Game marketing, ideal Olympic Game advertisement and spread effect can be achieved by use of traditional combined marketing carrier. As a result, Yanjing Beer strong brand can come into being under a new Olympic Game marketing mode. Yanjing Beer will become a successful model of Chinese national Beer Industry in Olympic Game marketing history.