Research On The Marketing Strategy Of Beer Lao In China

The official proposal of the "One Belt and One Road" initiative on March 28,2015,which meets the common needs of the countries along the route,opens up new opportunities for the countries to complement each other,and it is a new platform for international cooperation.As a member of the China-ASEAN Free Trade Area and the countries along the "One Belt and One Road" initiative,Laos has been facing a historic opportunity for development.The bilateral trade and investment between Laos and China have grown rapidly.Laos Brewery Co.,Ltd.is a Lao joint venture company,which entered the Chinese market earlier.Its main product,Beer Lao,has unique tastes,and is popular among consumers in Laos and Southeast Asia.Since Beer Lao entered China in 2011,its impact is gradually strengthened.However,facing with the competitive competition in the Chinese beer market,Beer Lao has not become one of the mainstream products in China's beer consumption market,and its market share is still very low.This paper introduces the research background and significance,analyzes the research status at home and abroad from the aspects of marketing strategy positioning,marketing channel,marketing strategy,and marketing model,points out the existing research deficiencies,and puts forward the research ideas;The Chinese beer industry from politics,economy,society,and technology environments,is analyzed by the PEST analysis method;This paper introduces the development status of Laos Beer Co.,Ltd.,analyzes the marketing status of Beer Lao in China from four aspects of sales status,marketing mode,marketing channel and beer type,and points out the marketing problems such as insufficient promotion,and the marketing channel is narrow.The strength,weakness,opportunity and threat of Beer Lao in China's marketing status are analyzed in detail by SWOT analysis.The strategies of Beer Lao in Chinamarket including product strategy,price strategy,place strategy and promotion strategy are proposed by 4P theory.Finally,some suggestions such as strengthening dealer management,strengthening customer service and relationship management are put forward.This paper studies the marketing strategy of Lao beer from the perspective of foreign companies entering the Chinese market.It can provide references for Lao beer,other Chinese domestic beer companies and other researchers to explore the Chinese market,and can also provide references for foreign companies to expand the Chinese market in other industries.