Study On Marketing Strategy Of YongChuangTianYa Beer In Sichuan Region

According to relevant data,the sales volume of Snowbeer in 2016 reached 11,715 million liters,and the national share increased from 24.6% in 2015 to about 26%,which kept the first place in the country for many years.Snowbeer has 17 regional companies in mainland China,one of the core markets in the Sichuan region which accounts for 13 per cent of the country's total sales.At the same time,sichuan is also a key market for snowbeer,with a market share of more than 62 percent,which has been ranked the first in sichuan for many years.Despite the huge sales of Snowbeer,its brand influence is far less than that of Qingdao,Budweiser and even Harbin beer,which has reintegrated into the market in recent years.Snowbeer have buoyed up the market with their huge sales,but the lack of innovative product design and old brand perceptions has been unable to adapt to the emerging market environment of young people.As the core sub-brand of snow beer,YongChuangTianYa beer is also the largest beer brand in sichuan province,accounting for 37% of the sales of Snowbeer in sichuan.The target population of s YongChuangTianYa beer located in 18 to 35 years old of young group,which is almost all enterprises will face the future,win their attention to become the key point of winning the future.Therefore to reframe the product marketing strategy,find the problems and put forward the corresponding solutions,not only for the core product to keep advantage in the fierce competition in the market environment has the reference value,but also for the future of Snowbeer 's long term strategy layout and the industry has important reference significance.By summarizing the latest data in the past two years,Marketing strategy based on the study of domestic and foreign research present situation,on the basis of using the marketing 4P theory,location theory,theory of consumer behavior analysis method,through to the Sichuan YongChuangTianYa beer marketing environment analysis,understand the characteristics of consumers under the market segmentation,than in industry and the competition situation,finally find out YongChuangTianYa beer sichuan market products in the marketing strategy and brand promotion problems.From product positioning,product portfolio,price system,channel construction,produ ct promotion strategy,brand promotion strategy,etc,put forward the relevant marketing strategy adjustment measures,so as to adapt to the new market environment influence of products,expand product sales at the same time,improve overall profitability.