| Since the beginning of 20 th century,the Russians established Harbin beer enterprises in Harbin,the Germans established Qingdao beer in Qingdao,so beer spread in this piece of fertile land in China.but due to the national conditions and living conditions,it failed to get rapid development nearly 50 years.Until the seventies and eighties years of the 20 th century,Chinese beer industry developed rapidly.Especially the 21 st century,China's beer developed by leaps and bounds,such as snow beer,Qingdao beer,Yanjing beer,and so on.A number of enterprises rapid expansion in the use of capital and brand advantage,combined with foreign well-known beer giant companies investing in China construction,which made beer market competition increasingly fierce.This article researches the market environment in Xinjiang of Yanjing beer,to provide the reference for Xinjiang Yanjing beer more perfect marketing strategy,so that Yanjing beer can become bigger and stronger in Xinjiang.First of all,put forward the research background,purpose and significance of thesis,establishing thesis research ideas and framework;Second,discusses the related concepts and theories in this article,mainly includes two aspects of marketing and strategy development,providing theory basis for below analysis;Third,analyzed the external environment and internal conditions of Yanjing beer in Xinjiang,and further introduced the basic situation of Yanjing beer,on the basis of that summarizing Xinjiang market opportunities and threats,advantages and disadvantages,through the SWOT analysis concluding the main problems of Yanjing beer in Xinjiang;Fourth,on the basis of above analysis,analyzed the strategy of Yanjing beer,to find out its target market positioning,and design marketing strategy;Finally,in order to ensure the smooth implementation of marketing strategy in Xinjiang market,more than from the marketing team,the company management system and so on marketing strategy implementation safeguard measures are put forward. |
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