Research On The Brand Strategy Of Tsingtao Brewery

In the trend of global economic integration and the complicated, ever-changing market environment, it is a major issue for the development of a corporate to construct core competitiveness of sustainable development and to keep the competitive advantage, and the beer as the fast selling goods is even more so. With the group and scale development of China’s beer industry, brand plays a more and more important role, the brand development strategy has increased as the core strategy for the sustainable development of enterprises, the strength of the brand in the modern era has become more and more important.Tsingtao Brewery is a national brand that has passed for one hundred years, In the development process it has experienced several business transformation and major changes, it is the important responsibility for every brand managers of Tsingtao Brewery Company to make the national pride of one hundred years brand keep pace with the times, and achieve long-term sustainable development. With the instruction of the brand strategy management theory, and the background of the present situation and development trend of the domestic beer industry, this thesis analyzes the Tsingtao Brewery’s different problems and challenges in different stages of development, a series of measures and achievements results. In addition, this paper represents that Tsingtao Brewery has experienced the baptism of the market and it is always able to maintain its vigor and vitality because of the company development strategy.This paper includes several aspects of contents as follows:Firstly, this paper illustrates the theoretical and practical significance of beer brands under the research background of the beer industry development and the competitive environment analysis of beer brand, as well as the present situation of domestic and foreign scholars in the study of brand strategy.Secondly, the theory states several research basis and theories, including the brand strategy theory, brand life cycle theory, brand personality and brand position theory, PEST theory, Michael Potter’s five forces model theory, STP theory and so on.Thirdly, this paper discusses the current situation and the trend of development of the world and domestic beer industry and the competitive analysis of the domestic and international beer brand, it adopts the external environment analysis method to research the competition situation and to study the brand’s influence on consumer habits and purchase decision.Then, on the basis of the internal and external environment analysis of the Tsingtao Brewery’s brand, this paper elaborates Tsingtao brand by SWOT analysis method, it turns out that should to be improved by changing of the position, brand portfolio, brand recognition and so on, and be strengthened by the Tsingtao beer company brand promotion and brand culture.Finally, this paper represents the measures to ensure the implementation of the Tsingtao Brewery brand development strategy, including the construction of brand organization system, the development of brand and team, the improvement of brand system, the supply of finance and so on.The research on the brand of Tsingtao Brewery is of great significance not only for Tsingtao Brewery, but also for other FMCG companies.