Study On The Marketing Strategy Of LD Beer

In the late 1900 s, beer industry was developed and matured in China. The international and domestic brands, whose competition was getting fiercer, focused on channel of distribution rather than price war, merger and acquisition, in order to occupy the commanding height of brand marketing. Furthermore, in new economy era, the brand strategic core has turn to customer from product. O2 O mode, which integrates fictitious economy online and interactive experience offline, has developed rapidly. The variation tendency of occurrence anytime anywhere, fragmentation, high frequency, diversification, individualization, would bring a huge revolution to beer industry ecological chain. Those forward-looking beer companies choose O2 O mode one after another, seeking new mode for innovative development.In the late 1900 s, beer industry was developed and matured in China. The international and domestic brands, whose competition was getting fiercer, focused on channel of distribution rather than price war, merger and acquisition, in order to occupy the commanding height of brand marketing. Furthermore, in new economy era, the brand strategic core has turn to customer from product. O2 O mode, which integrates fictitious economy online and interactive experience offline, has developed rapidly. The variation tendency of occurrence anytime anywhere, fragmentation, high frequency, diversification, individualization, would bring a huge revolution to beer industry ecological chain. Those forward-looking beer companies choose O2 O mode one after another, seeking new mode for innovative development.In order to help Blue Ribbon Beer Brand’s marketing innovation, the thesis analyzes the different influences that O2 O marketing mode brings into beer industry. Studding O2 O successful cases of other drink companies, the thesis gives implementing advices and strategies to integrated operation of Blue Ribbon Beer Brand’s O2 O mode. Meanwhile, helping better implement for Blue Ribbon, the thesis gives practical safeguard and risk early warning advices on marketing ability, resource integration capability, controllability, talent cultivation and so on. At last, the thesis suggests some coping strategies to make sure the realization of O2 O mode of Blue Ribbon Beer Brand.Conclusion is made from the research of the thesis on Blue Ribbon Beer Brand O2 O marketing mode: online and offline O2 O mode could lead to the innovation of marketing mode and change of marketing thought of Blue Ribbon Beer. Besides, O2 O mode still needs be optimized. Blue Ribbon Beer should apply O2 O mode flexibly and invest resource step by step based on its brand developing strategy. Only in this way can Blue Ribbon accumulate its advantages in new trend and repeat the classic legend when it enter Chinese market.