Research On Marketing Strategy Optimization Of Tsingtao Beer High-end Products In Shandong

As the benchmark industry of FMCG,beer industry represents development direction of consumer goods manufacturers to a certain extent.It is an important standard to measure the development level of national economy and quality of life in our country.Currently,the market environment and internal environment of our beer industry are in the high quality development period of transition and upgrading.The domestic beer enterprises need to closely follow the market changes and consumer needs to adjust their marketing strategies in time,in order to promote the transformation to the high-end direction and enhance market competitiveness.In the Shandong beer market,the sales volume of Tsingtao Beer has always been in the first place,but the total sales volume far ahead does not represent its success in the high-end product series.The marketing strategy and profit of high-end Tsingtao Beer products in the Shandong market are not outstanding in the industry.The transformation of beer market to high-end direction is the inevitable result of the development of domestic market economy.The peak of consumer demand for high-end beer market has not yet arrived.In order to cope with the competition in the high-end beer market and seize the high-end beer market better,Tsingtao Beer should adjust its marketing concept and marketing strategy.On the basis of describing the development status of Shandong marketing strategy,this thesis analyzes the main problems existing in its marketing strategy,and puts forward targeted marketing strategy optimization suggestions,which can help Tsingtao Beer and the domestic beer industry to further improve and upgrade the marketing strategy,in order to cope with the beer industry to high-end development of the new situation and new challenges.Then in the field of high-end beer to find a new growth point.First,this thesis introduces the background,purpose and meaning of the research,and the research ideas and methods of this thesis are proposed.Secondly,it summarizes the marketing concepts and theoretical knowledge used in this thesis,which provides the theoretical basis for the analysis and research of this thesis.Then,by means of questionnaire survey and field interview,this thesis focuses on the analysis of the current situation and the analysis problems of the marketing strategy of high-end products of Tsingtao Beer in Shandong market,and systematically analyzes the marketing environment of high-end products of Tsingtao Beer in Shandong market by combining PEST method,Porter’s Five Forces model and SWOT method.The opportunities,challenges,advantages and disadvantages of Tsingtao Beer’s high-end products in Shandong market are clarified.Thirdly,according to the analysis conclusion of marketing environment and the problem diagnosis of marketing strategy,this thesis uses STP marketing theory to clarify the market positioning of Tsingtao Beer high-end products in Shandong market,and uses4 Ps marketing theory to optimize and improve the marketing strategy in product,price,channel and promotion.Finally,from the enterprise organization,capital,personnel performance and incentive system and culture four aspects of marketing strategy optimization guarantee measures.The relevant optimization strategies and suggestions in this thesis can help Tsingtao Beer improve its shortcomings in high-end beer product marketing strategies,improve Tsingtao Beer enterprises’ competitive advantages in Shandong beer market,and provide reference for other domestic high-end beer enterprises.