The Research Of Competition Strategy Of Pearl River Beer

At present,the domestic beer industry has entered a mature period of development,which basically forms the five largest Brewery Group of China resources snow breweries,Budweiser,Tsingtao Beer Brewery,Yanjing Beer Group and Carlsberg,and the other beer enterprises control more than 20% of the market.Pearl River beer was established in 1985.It is a modern state-owned enterprise with beer brewing industry and beer culture industry "dual main industry",with beer matching and related industries as auxiliary.The annual capacity of beer reaches 2,200,000 tons,and is ranked seventh in the national beer industry.With the increasing concentration of the beer industry,how to balance the Pearl River beer with the first beer brand,how to grasp the opportunity of the industry transformation and upgrading,and how to make it stronger,which requires the more clear and suitable competitive strategy,and put forward the implementation strategy and safeguard measures.In this paper,firstly,through PEST analysis and five-force model analysis,the macro-environment and industry environment of Pearl River Beer are analyzed.The macro-environment is conducive to the development of beer enterprises as a whole.The potential entrants to the industry in which Pearl River Beer is located are not threatened,and there are more competitors,and both capital and capacity are relatively strong.The market competition is very fierce,the bargaining power of consumers and suppliers is also strengthened,so that Pearl River Beer is facing a certain threat.Then,through the value chain model,the internal resources and ability of Pearl River Beer are systematically analyzed,and the advantages of Pearl River beer are summarized as the leading technical level and factory management.The ability,product quality and brand recognition in Southern China area is high.The disadvantage lies in the short marketing channel and the lack of ability to transform technology into marketing.Through SWOT analysis of the internal and external environment of Pearl River Beer,the core advantages and competitive strategy of Pearl River Beer were determined.The strategic route of implementing high differentiation of Pearl River Beer was put forward,the concept of "customer value" was established,the middle and high-end markets were laid out and seized,the profitability and market share were improved,and the products,services and marketing were promoted.And brand differentiation.In order to ensure the effective implementation of the strategy,this paper puts forward a series of safeguard measures,including stimulating the vitality of organizations and employees,strengthening technological innovation,promoting marketing reform,optimizing the industrial structure,enhancing the value of the industrial chain,strengthening capital operation,cultivating corporate culture and so on,which have strong pertinence and are conducive to the promotion of the Pearl River Beer City.Field competitiveness and discourse power ensure the realization of strategic objectives.This paper also has some reference significance for other enterprises in the beer industry to formulate competitive strategies.