Research On Marketing Strategy Of Tsingtao Brewery Liaoning Branch

Tsingtao Brewery won the first place in Chinese beer industry for 14 consecutive years with brand value of 129 billion 762 million yuan in 2017.Accounted for 18% of the market share,ranking second in the country.To get such a leading position,it is inseparable from the successful marketing strategy of the previous enterprises.However,the marketing environment faced by the company has changed greatly,and the marketing strategy should be adjusted in time.In 2014,there was a turning point in the industry.Domestic sales of beer dropped for the first time in more than two decades and beer production dropped 9.6% from a year earlier.The industry is exaggerating at the same time.In the past,the pattern of growth in the past was the rapid acquisition of expansion companies.This method has been eliminated by the times.What is changing is the consumer demand for the beer market.The new market trends in the future are mainly focused on the introduction of high-end products and price positioning;changes in packaging have key influencers on the sales of premium beer,so innovations in packaging bring new opportunities for the business.Cans beer is also a good market prospects,there is great potential for space for development,has been widely used.The future of beer in the low-grade appear in the probability of bottled wine is also greatly reduced.The most recent development of emerging channels is e-commerce.Tsingtao Brewery needs to re-emphasize the development of this marketing model through the beer industry that combines with the Internet,challenges and opportunities.Actively adapt to changes in the environment,change the old model of the past to achieve enterprise innovation and development with the times.This article first describes the development of beer industry and industry environment development analysis,as a research background.Then it discusses the meaning of Tsingtao-Liaoning marketing strategy theory and practical significance,summarizes the research results of relevant scholars at home and abroad.Contains several aspects: the development of international brands,marketing channels,sports marketing,and brand marketing.The STP theory,4P theory as a research foundation and theoretical guidance.Summed up the overall marketing environment of Liaoning Branch,the current state of marketing,as well as marketing management problems,conducted a detailed analysis.At last,this paper summarizes the marketing strategy of Liaoning Branch by 4P theory,analyzes the environment of Liaoning branch with STP theory,and sums up the problems facing the company by using SWOT.Find out its advantages of success,disadvantages,put forward countermeasures and suggestions,and from the product brand strategy,channel strategy,price strategy,promotion strategy developed for Liaoning branch of the development of marketing strategy.