Study On The Marketing Strategy Of Yanjing Beer In Mission Field Of Shihezi Reclamation Area

The Chinese beer industry began at the beginning of the last century.The Soviet Union and Germany established the predecessors of Harbin Beer and Qingdao Beer Company in Harbin and Qingdao respectively.However,due to the unstable domestic political situation and the low standard of living of the people at that time,the beer industry in China developed slowly in the past half century.Until the successful convening of the Third Plenary Session of the Eleventh Central Committee,China entered a period of rapid development of reform and opening up,and China's beer industry also ushered in a rapid development of the spring.Especially since the beginning of the 21 st century,with the rapid economic and social development and the increasing love of Chinese consumers for beer consumption,China's beer industry has produced a number of state-owned or private leading enterprises such as Snowflake Beer,Qingdao Beer and Yanjing Beer.They use capital and brands for rapid growth.Subsequently,foreign famous beer giants have invested in and built factories or bought shares in Chinese beer companies.With the increase in market capacity,the Chinese beer market has received more attention from beer giants,resulting in increasingly fierce competition and gradually entering a white-hot state.Yanjing Beer invested and built a factory in the Shihezi Development Zone in Xinjiang in 2006,which marked the official development of Yanjing Beer in Xinjiang.However,in recent years,due to various complex factors,Yanjing Beer has gradually become disadvantaged in the Xinjiang market.What the future market development direction is,it is a great challenge for Yanjing Beer.Xinjiang has a vast territory.There are currently 178 agricultural and pastoral farms under the jurisdiction of 89 counties(cities)and 14 divisions(cities)of the XPCC.Xinjiang Yanjing Beer has long implemented the market strategy of "surrounding the city in the countryside".Therefore,the beer market of agricultural and pastoral farms around the city is very important to Yanjing Beer.This paper tries to study and discuss the marketing environment and changes of Yanjing market in Shihezi reclamation area of Xinjiang,and then put forward some suggestions to optimize the marketing strategy of Yanjing beer in Xinjiang,hoping that Yanjing beer in Xinjiang can make full use of various resources and gather the market.Be strong and big.First of all,this paper discusses the development history,research purpose and significance of Chinese beer.Secondly,this paper summarizes the relevant concepts and theories,including marketing strategy and strategy formulation,and provides the theoretical basis for the following analysis;Thirdly,it analyzes the internal resource endowment and the external comprehensive environment of Xinjiang Yanjing Beer in Xinjiang market,especially taking Shihezi reclamation area as an example,and further introduces the basic situation of Yanjing Beer.Based on this,it summarizes the main problems existing in Yanjing Beer in Shihezi reclamation area.Fourth,on the basis of the analysis of the internal resource endowment and external environmental factors of Yanjing Beer,according to different conditions,marketing theory and strategic design theory,a marketing optimization strategy suitable for Yanjing Beer Co.,Ltd..Finally,from the marketing team,the company management system and other aspects of the implementation of marketing optimization strategy safeguards.