Study On Marketing Strategy Of Qingdao Beer In Hebei Province

Beer industry is a fast moving consumer goods industry with low entry requirements and production-oriented.Homogeneous product competition is particularly obvious.The change of beer market directly affects the survival and development of many beer brands.In the fierce competition environment of beer market,every brand must use the method of systematic thinking to find a marketing strategy suitable for its own development path in order to play its strengths in the competition and build a stronger market position and brand position.It is impossible to surpass many competitors by relying solely on single competition means such as price war and channel war.Due to the lack of scientific and effective marketing strategy,the market share of Tsingtao Beer in Hebei Province does not increase or decrease.Due to the unclear market positioning,Tsingtao Beer is far inferior to Budweiser in the high-end beer market.In the face of such an embarrassing competitive situation,it is very necessary to study the marketing strategy of Tsingtao Beer in Hebei market.This paper takes Qingdao Beer as an example to analyze the marketing situation of Qingdao Beer in Hebei market.Firstly,it analyses the current marketing situation of Qingdao Beer in Hebei,the market share of Qingdao Beer in Hebei,the market environment of Hebei Beer,the five forces model and SWOT to analyze the problems of Qingdao Beer in Hebei market in terms of product,price,channel and promotion.Using strategic analysis tools to make a quantitative evaluation of the internal and external environment,and finally determine that Qingdao Beer Hebei marketing adopts differentiation,high-end brand and centralized market strategy.Under such marketing strategy,the article further discusses the decomposition and implementation of Qingdao Beer Hebei marketing strategy,and uses 4P theory to discuss four aspects of the implementation of Qingdao Beer Hebei market differentiation marketing strategy,and finally puts forward the safeguard measures for the implementation of Qingdao Beer Hebei marketing strategy.It is found that the market share of Qingdao Beer in Hebei Province is growing slowly,the high-end market is difficult to open,and the competition in the middle and low-end market is fierce.The channel construction of Qingdao Beer in Hebei Province includes online and offline,major customer model and distributor model.There are many distributors in the same region,with fierce price war and relative confusion.Because of the lack of protection of channel interests,each distributor has its own characteristics.Channels are also fighting each other,while the overall quality of marketing team is not high.This paper uses SWOT and market segmentation methods to determine the market differentiation marketing strategy of Qingdao Beer Hebei Province,and the main force is identified as the high-end market,further expanding brand promotion channels.From the four aspects of product differentiation,price differentiation,channel differentiation and promotion means differentiation,this paper puts forward specific strategies for implementing differentiation strategy.Most of the drinks companies participate in gift promotion activities.This paper points out that the differentiation strategy of Tsingtao Beer does not participate in the promotion of free gift wine.Free gift beer can increase product sales,but it will not increase sales scale.Sometimes it will lead to an increase in the cost of the company.Free wine donation is a common way for the main competitors of Tsingtao Beer,but in the long run,it occupies the funds and other resources of distributors and partners,and can not bring obvious effects.Finally,it puts forward the safeguard measures to implement the market strategy,including strengthening the assistance to distributors,improving the level of organization and team management,establishing the unique corporate culture of Qingdao Beer suitable for Hebei market,promoting information technology and strengthening data analysis.