Marketing Strategy Research Of Hunan Yanjing Beer

With the enhancement of people’s living standard, the consumptionof beer is more and more bigger, the beer market has become a majortarget of beer enterprises scramble for. For China such a populous market,beer consumption potential is immeasurable, thus the foreign capital andforeign companies have joined the race for the China beer market. As themost important marketing that is the one part of all in beer sales, moreand more enterprises had paid attention to it. For the beer industry,marketing strategy has great relationship with the future development ofthe enterprise. Therefore, in order to maintain the advantage in the fiercemarket competition and expand the market share of products, beerenterprises should consider how to develop the right marketing strategy.As the backbone of large domestic beer enterprises Union, HunanYanjing Beer group has changed the past low-end marketing method thatsimply played the price game and began to occupy the high-end market.In the low-end market, the group will adopt new marketing strategieswhich are comprehensive attack. As a domestic well-known beer brand,how to keep the domestic advantage, and enter the international market isimportant for Hunan Yan jing Beer. In order to adapt to the market needfor change, we must make great change in marketing strategy.This thesis is divided into six parts, the first part is the introduction that introduces the topics of the background and significance of the studyand the marketing theory. The second part mainly introduces the HunanYanjing Beer marketing environment, especifically from the macroenvironment and the domestic environment specific analysis themarketing situation of the Hunan Yanjing Beer in marketing. At last weconclude Hunan Yanjing Beer marketing prospect is optimistic.At thesame time，we also make a brief comparison of competitors and thesituation of Hunan Yanjing Beer in other regions. The third part is theintroduction and evaluation of the marketing situation of Hunan YanjingBeer, introducing the basic situation and the marketing situation of HunanYanjing Beer, pointing out it’s shortcomings and areas for improvement.The fourth part introduces the Hunan Yanjing Beer marketing targetplanning and competitiveness,and at last points out marketing target forHunan Yanjing Beer. The fifth part introduces the Hunan Yanjing Beerinnovation of marketing strategies and security measures that are mainlytaken in the electronic commerce environment, and safeguard measures torealize the marketing strategy under the environment of e-commerce.The sixth part is the conclusion and prospect forecast.