The Marketing Strategy Research On Zhujiang Beer In Guangni Region

Beer began to be introduced to China at the end of19century, the Russian people established Haebin Beer Company in1900, and in1903, the German and British people set up joint-venture beer company in Tsingtao. China’s beer industry had no big development in the following more than half a century, but after1978it developed rapidly and became the emerging traditional industry. Over30’s development and integration, Chinese beer industry has gradually become matured. Especially in the recent years,as for the good market development prospect, many big enterprises in the industry with the advantages of capital and brand have carried out a series of large-scale merger and reorganization, such as Tsingtao, Huaren, Yanking, which lead China’s beer industry develop into large scale and collectivize. At the same time, famous foreign beer giants adopt the approach of investment or equity leading domestic enterprise to enter the Chinese beer market along with the tide of economic globalization, which result the increasingly fierce competition in the market and also gradually improve the maturity of it. Through the research on the domestic famous beer brand-Zhujiang beer, this paper makes more perfect marketing strategies in order to provide the reference to Zhujiang Beer in Guangxi market to be bigger and stronger.First of all, the thesis introduces its research background, purpose and significance, and sets up the research framework. Secondly, the paper sums up the marketing theory which would be used to provide the theoretical basis for the following analysis. After that the thesis introduces the marketing status, problems and analyzes the marketing environment in Guangxi. Fourth, analyze the external environment in Guangxi market, based on these analyses, sums up the opportunities and threats it faced. After that, the paper dissects internal analysis of Zhujiang Beer. By doing this, the paper summarizes its advantages and disadvantages. Then analyze the STP strategies of Zhujiang Beer in Guangxi region to find its target market and market positioning, and put forward the marketing combinational strategy in product, price, place and promotion. Lastly the author proposes the construction of marketing team, distributor system to make sure the implement of those marketing strategies.