| At present Chinese beer industry in the liquor industries, is dimension maximum, the development speed slowest, profit the lowest. And the whole industry face economic environment deteriorates. The serious domestic inflation and frequent extreme climate cause beer industry raw materials procurement costs and labor costs continue to rise. The China RMB appreciation pressure continuously caused a lot of international capital flow into China to buy Chinese enterprise, accelerating the beer industry mergers, forcing the speed of China's large beer enterprise, invest more capital to play the game of expand capacity competition. On this background, who can survive in this dilemma, profitability will undoubtedly play a decisive role.The profitability of company is a comprehensive index. It's including enterprise the master of channel profitability and brand premium ability, product line structure profitability comprehensive effect. The business modes of domestic big beer enterprises are difference, and the characteristics of Tsingtao beer is the No.1 of beer brand premium ability. Tsingtao beer improving the profit level of development path is high-end brand development strategy. Product line constantly extended upward. How to develop premium beer market? It is always a difficult problem for the all Chinese beer manufacturers including Tsingtao beer, and almost in the few successful before the precedent.This research mainly from China in the high-end beer market demand, according to the demand of cluster research into the different needs of segments of the market reaction, and then according to the various segments group description, and the character of consumers' behavior of segment group, develop high-end products and plan marketing strategy development, through the whole segments of the market products cover strategy, realize the full control of the high-end beer market. And the other related beer industry enterprise management provide certain ideas for reference... |
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