| Beer industry in China from the early 90 s of the 20 th century at first, after a short span of 20 years of reform and development, the industry has grown as the world’s largest consumer market of beer, the beer industry, competition in the market is becoming more and more serious, foreign, state-owned and private, "the three pillars" of the beer market competition will be more cruel. According to statistics, until the end of 2014 in the Chinese beer market active more than 500 levels of all kinds of beer brands, initially formed with Carlsberg, Heineken, Baker as the representative of foreign beer brand, Yanjing, China Resources and Tsingtao as the representative of the domestic first-line brand of beer, Harbin beer, Venus and the Pearl River beer for second-line brand of beer, and other regional beer brand dominating development pattern. Overall, China’s beer market oversupply phenomenon is very obvious, especially the major beer brands through mergers and acquisitions and other large-scale expansion of production capacity, further intensified the difficulty of the beer market marketing, and even a price war. Chinese Academy of Social Sciences Institute of industry and Economic Research Institute of low-cost life in the 2014 national two sessions, said the Chinese soft drinks industry development must always adhere to the market oriented, consumer demand as a guideline, and vigorously carry out project management and marketing, in order to adapt to the increasingly fierce competition in the beer market. "Wine is also afraid of deep alley, facing the increasingly fierce competition in the beer market development pattern, Chinese beer industry in adhering to the expansion of the scale, at the same time, be sure to be able to integrate enterprise resource, vigorously carry out the beer marketing project management, in the fierce competition to create competitive advantage and invincible. Based on this background, this paper systematically studies the marketing incentive problems of Chinese national beer enterprises, and takes Tsingtao Brewery company as an example to explore the incentive optimization strategy for the marketing project management of China’s national beer enterprise.In order to enhance the scientific nature, system and strategy design of this paper, this paper insists on the research paradigm of "three steps", comprehensive application of project management, enterprise management, marketing, organizational behavior and salary incentive theory. It is not only focuses on theoretical analysis and empirical research, but also focuses on qualitative analysis and quantitative research. In general, this paper is mainly composed of six parts. The first part which is the premise of this paper is the introduction. The second part is the key concepts and theories. The third part is the research design of the employee motivation questionnaire survey. The fourth part is the survey results and analysis of the employee incentive mechanism in Tsingtao Brewery marketing project management. The fifth part is this thesis’ research results. The sixth part is the conclusion. In contrast with similar research, this paper is certainly has a theoretical significance and practical significance, that is, the research is conducive to China’s national beer industry marketing incentive mechanism research mode of innovation, is conducive to Tsingtao Brewery’s marketing project management staff motivation and scientific management, enhance the core competitiveness of Tsingtao Brewery, is conducive to the healthy and sustainable development of China’s national beer enterprises and soft drinks industry to provide a solid support and intellectual support. |
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