The Research On Marketing Strategy Of CR Snow In Shanxi

China's beer market is a typical fully competitive market,both domestic large-scale beer enterprises to dominate the market,there are foreign beer companies spoiler eroded the market,as well as local beer enterprises separatist market.CR Snow is a national group company specializing in beer manufacturing and sales.For many years,domestic beer sales ranked first.However,the profit margin of CR snow Shanxi Branch(CR Snow subsidiary Company)is not high in the industry,there is room for improvement.Since2006,CR Snow came into the Shanxi market,put the Shanxi market as a strategic market,not only vigorously develop the market,but also through the acquisition and new ways to establish three beer production base.With the growth of years CR Snow come into Shanxi,its production and sales have risen steadily,CR Snow Shanxi market brand influence is also rising.Until2014 due to the domestic economic development go into a new normal,the beer industry go into the depth adjustment period,CR Snow in Shanxi production and sales have also been affected to varying degrees.In order to improve the sales amount and profit margins of CR Snow Shanxi Branch,it is very important to study its marketing strategy,find out the problem of the existing marketing strategy and put forward the optimization plan of marketing strategy.This paper first puts forward the existing problems of the existing marketing strategy by applying the 4P marketing mix strategy.Secondly,the external environment and the competitive environment of the marketing of CR Snow Shanxi market are analyzed by PEST analysis and Porter's fiveforce model theory,consumer purchase behavior are analyzed by application market questionnaire.Once again,using STP theory to target the marketing strategy of CR Snow Shanxi market;And then use the 4P marketing mix strategy,proposed CR Snow Shanxi market Optimization strategy of marketing strategy;Finally,Give the protection measures of the optimization program from implementation system,problem solving,organizational structure,marketing team,market information and so on.The research of the paper will help to enhance the market competitiveness of CR Snow Shanxi Branch and improve the marketing strategy of branch office.Through the analysis and research of the beer market for other similar beer production enterprises in market development?enhance brand value,etc,can make reference.