Research On The Marketing Strategy Of Tsingtao Beer In Heilongjiang Province

Chinese beer industry is in the 1980 s has been gradually developed since the reform and opening up, after more than 30 years of development, China's beer production and sales have reached the world, although the close relation with the population of the world's first, but it is undeniable that the beer market in our country from rare products to become ordinary drinks at the dinner table growth and development. Some big enterprises in the industry not only have quite a share in the domestic, and began attacking foreign markets, actively implements the strategy of going out. At present, the domestic beer industry competition is intense, some large companies through the merger and reorganization, constantly improve the brand influence and capital strength,make domestic beer manufacturers face each other's competition strength increasing. And foreign famous beer manufacturers are actively opening up the Chinese market, making the already fierce competition of the domestic enterprise faced with the challenge of more difficult.In this paper, based on the theory of competitive strategy framework, first of all, using PEST analysis, Michael porter five models of Tsingtao beer company's external environment in-depth analysis, research of beer industry competition situation in Heilongjiang province. And then to Tsingtao beer company's internal environment is analyzed, found that enterprises the advantages and disadvantages in terms of resources and capabilities. The SWOT analysis method clearly Tsingtao beer company's market segmentation, market positioning and marketing mix strategy, and put forward the strategy to smooth implementation safeguard measures.