The Research On Marketing Strategy Of WQ Craft Beer In Developing Domestic Market

Due to its unique taste and "small and beautiful" characteristics,craft beer is more and more popular among domestic consumers.Since 2015,the per capita consumption of craft beer in China has shown a rapid upward trend,and the demand has gradually increased,making a large number of craft breweries appear like mushrooms.How to develop the domestic market quickly and effectively is a common problem faced by the craft beer companies in the recent development.More than three years since its establishment,WQ has grown into the largest-selling craft beer company in Jinshan District,Shanghai,but in other domestic markets,sales are still limited.How to quickly and effectively develop the domestic market in the fierce market competition is a big problem facing the enterprise managers of WQ craft beer.This paper studies the domestic market of craft beer,uses historical literature method and case study method to analyze the internal and external influencing factors of WQ craft beer,and uses relevant marketing theory to obtain specific market environment analysis;WQ's new marketing strategy mainly includes 4Ps marketing theory,namely product strategy,pricing strategy,placing strategy and promotion strategy;proposes strengthening customer relationship management,improving marketing incentive system,perfecting marketing management system,and ensuring talent reserve plan and other guarantees.Measures to find a marketing strategy suitable for its healthy development,to achieve effective development of the domestic market,steadily increase market share,and ultimately promote the long-term development of China's craft beer business.