China's Beer Industry Brand Strategy

The brands are all intangible assets holographic concentration, is attached to the value of products and services, but also the core business assets of the enterprise's overall business strategy plays an important role in the global logistics officer. The trend of global economic integration, in the midst of the market environment, how to build enterprise core competitiveness of sustainable development, and always maintain a competitive advantage, is a major issue facing business development, marketing products for the fast Especially in the beer industry.In the Chinese beer industry group, the scale of the development process, the brand is playing an increasingly important role in brand development strategy for the sustainable development of enterprises has increased the core strategy.In this thesis, the theory of brand management strategy as a guide to the development of the domestic beer industry status and trends of the research background, the Harbin Brewery has a hundred years of development history of this enterprise as the research object of the Harbin Brewery surface at different stages of development On different issues and challenges, a series of response measures taken and results achieved. Analysis of Harbin Brewery, after joining the AB InBev, through the implementation of the brand led the company's development strategy, allowing companies to the market after the baptism, and always able to maintain strong vitality truth lies.Brand development is a dynamic optimization heritage and innovation process, as the market changes in the economic environment, media development trends, Harbin Brewery is also the face of how to maintain its industry leadership, and brand assets, optimization of important issues. In this paper, the Chinese beer industry's competitive environment for the study of new starting point, combined with the characteristics of Harbin beer brand development and the historical stage, Harbin Brewery introduced the need for development of a national brand strategy and strategic significance, its core is through brand building, innovation and brand marketing Model, brand building into the daily operations to the enterprise to drive forward the development of enterprises as a whole.Finally, the Harbin Brewery sponsored the World Cup in South Africa the focus of marketing events, brand marketing to highlight the enormous promote business development role.