Study On The Brand Strategy Of Domestic Beer Industry Under The Angel Of Sports Marketing

With the development of China’s socialist market economy, enterprises face unprecedented fierce market competition degree, the development of the enterprises face more and more pressure, China’s beer industry is no exception. In the industry, there are all kinds of products, many are the same, but the product and the profit is low. In an impregnable position in the industry, companies try all kinds of possible effective ways, such as price war, or on the quality of the product. However, as the change of environment and the change of consumer demand, these means to attract customers is no longer so big, so many enterprises has turned to brand competition, through enterprise’s brand strategy to get the high praise and attention of consumers.Many enterprises at home and abroad in order to effectively set up and spread their brand, in addition to using traditional marketing way, most companies are now in active use of sports marketing means. Sports as the channel of communication all over the world, both regional and border, inheriting the spirit of sports and culture, has been more and more get the attention of people, and these followers and there’s a lot of beer enthusiasts, beer can make them more passion to feel the excitement and joy of sports bring to them. Enterprises can grasp that, through the analysis, the implementation of brand strategy, make relevant system arrangement and effective use of sports marketing to management activities, the systematic evaluation on the results of the implementation of the whole event.Based on brand, brand strategy and sports marketing related theory is introduced, the present situation and the competition tendency of the development of beer industry in China were analyzed, and points out its necessity and feasibility to carry out sports marketing activities, and then in Qingdao beer company, for example, after a brief introduction to the, enumerates its sports marketing activities over the years, and carries on the SWOT analysis after analyzed emphatically in the process of implementation of sports marketing, the Qingdao beer’s successes as well as the need to improve place, for other enterprises especially want to set up and spread through the sports marketing its own brand enterprise provide reference. Finally, after the above analysis, we give the conclusion of this article, and puts forward corresponding outlook, believe that sports marketing will be favored by more and more enterprises, China’s beer industry was able to attach importance to it.