Research On The Development Of High End Market Marketing Strategy Of HR Snow Breweries

With the prosperity and development of the domestic market economy,the competition in various industries has intensified,and the competition in the domestic beer market has reached a white-hot stage.The domestic large beer manufacturers have occupied the main position,and foreign beer enterprises have entered the Chinese beer market one after another,seeing the scale and prospect of the Chinese beer market.Due to China's special national conditions,the beer market in many regions is monopolized by local beer enterprises.In China's beer market,China resources beer group,a national brewer specializing in beer,has long held the top spot.However,although the sales volume of cr snow beer is far ahead in China,its profit margin is not outstanding in the industry and there is still a lot of room for improvement.In recent years,with the gradual improvement of the market recognition of China resources snow beer,its sales volume has realized a leapfrog growth,which has promoted the influence of enterprise brands in the public.In 2014,affected by the domestic economic situation,the whole beer industry entered a period of adjustment,which to some extent affected the output of cr snow beer.Therefore,to explore and study the marketing strategy of China resources snow beer company,analyze the deficiencies in the current marketing strategy,modify and optimize the marketing plan,can effectively promote the profit margin of China resources snow beer company,establish a reasonable production and sales volume,so as to further occupy the market and improve the profitability.It is the trend of the development of the market economy that the beer market is gradually moving towards the high end.Although snow beer has a high market share,its brand has not been popular.When it comes to beer,many users' first impression is tsingtao beer and budweiser beer.Even Harbin,which recently re-entered the beer market,has a stronger brand than snow.In the beer market,snowflake's sales volume is far ahead,but its brand influence building is indeed very weak,no innovative product design,the creation of old brand,which to some extent limits its occupation of the new beer user market,especially the emerging young market.Snow beer has anumber of seed brands,among which the most core is the snow brave world series,the series of beer sales in all regions are far ahead.The target population of this series of beer is young people(18-35 years old),and these users are also the main customer groups that are occupied by major beer manufacturers.Whether this group of customers can be occupied is directly related to the future development of beer enterprises.So for snow globe trekker series analysis,this paper discusses the marketing strategy of beer,some unreasonable places in change,put forward the solutions of more targeted,ensure that the core series beer can keep the invincible position in the intense market competition,but also to ensure the snowflakes beer get long-term effective development in the future.In this paper,Suggestions on market strategy adjustment are given from 6aspects,including: 1.Product positioning;2.2.Product portfolio;3.The price system of beer;4.Product channel construction;5.Product promotion policies;6.Brand promotion.Through the adjustment of marketing strategies in these six aspects,the competitiveness of snow beer in the market can be improved,the brand influence of snow beer can be expanded,the production and sales volume of snow beer can be improved,and the profit of snow beer can be improved.The relevant Suggestions in this paper can help cr snow beer company to improve the deficiencies of marketing strategy,improve the company's competitive advantage in the market,and by analyzing the corresponding operation strategies of relevant competitors in the beer market,can effectively provide cr snow beer company as a reference.