Snow Beer Markering Innovation Study

In1900Russians set up Harbin Brewery in Heilongjiang Province while in1903Germans set upQingdao Brewery in Qingdao. Since then, Beer in China hasn’t experienced major development withinover half of century. It was not until1978that the Chinese beer rapidly developed into a new industry. TheChinese beer industry did not gradually grow mature until development of over30years. With its goodprospects and a high market-oriented level of the industry, it not only makes many domestic enterprises andindividuals invest in the field, but also attracts a number of international speculators to join. Great changeshave taken place in China’s beer market with many enterprises competing against one another into thesituation where the three brewery magnates-Snow, Qingdao and Yanjing-exist at the same time, which seecompetitions from monopoly to production, production to prices, prices to brands and brands to images.The hot marketing competition is still carrying on. In recent years, in the brewery market some enterpriseshave given up their own brands or turned to other industries while others annexed other brewery companiesand expanded their marketing areas, which makes their production, sales and brand value going up alltheway. Snow beer, the most well-known brand of Chinese trademarks in China, whose annual sales come tofirst of the same trade for six years in China consecutively and even first as a single product brand in theworld, is well popular with the Chinese people. Faced with such a situation and opportunity, we, asmarketing practitioners, are now considering such a problem how to come up with a high strategy andmake marketing tactics improved and open up a bright road to marketing innovation.Firstly, the article reviews on marketing theory and provides a theoretical basis for market analysis,marketing strategy, research and innovation. At the same time, the author has been working in the beer industry for many years, and learnt basic things about China Resources Snow Breweries (China) Company.Also he has had first-hand detailed information which provides a factual basis for the article. Secondly, theSWOT analysis method and Porter’s five forces model analysis are used to evaluate the internal, externaland industrial environmentas well as the advantages and disadvantages of Snow Beer, making sure ofopportunities and challenges Snow Breweries are now faced with. Lastly, the authors believe that theimportant value of the marketing theory lies in the innovation and raising the main competitiveness ofenterprises. In addition, enterprise marketing strategy should have more special features. In this article theauthor combines the core of modern marketing theory and concrete conditions Snow Beer faces, deducingpolicy for Snow Beer development of marketing innovation, namely,"4W" marketing mode, theculturalintegration between the brand and sports spirit, focus on products and development and the marketinginternationalization.This article reflects the true story of years of the author’s work in marketing. In the process of writingthe thesis, the authors use charts and some analysis tools, dealing with some academic knowledge, such ascorporate strategy, marketing, organizational management, brand management and human resources,performance evaluation.I hope this paper can contribute to the further development of Snow Beer inChina’s beer industry, and even in the world beer market and becoming a world-class brand and a respectedinternational company.