华润雪花啤酒品牌战略研究
发布时间：2019-01-08 15:10
【摘要】：虽然啤酒是泊来品,但中国已快速成为全球啤酒第一消费国。同时,中国啤酒行业从1996年开启集团化进程至今,已形成华润、青岛、百威英博、燕京和嘉士伯五大啤酒集团模式。其中,华润雪花啤酒连续10年单品牌销量获全国第一,这可能受益于其良好的品牌战略。但随着国内啤酒市场竞争的日益激烈,华润雪花可能存在品牌结构、品牌创新及更高层次品牌发展的问题。本文从华润雪花的品牌发展现状和存在的问题入手,通过企业宏观环境分析工具PEST矩阵对华润雪花啤酒品牌发展战略的外部宏观环境进行分析。其次,又利用企业战略分析工具——SWOT分析和五力模型,对华润雪花啤酒品牌发展战略的内部竞争环境进行分析,找出华润雪花啤酒品牌发展的优势、劣势、机会和威胁,归纳出华润雪花啤酒在品牌结构、品牌创新及更高层次品牌发展上存在的问题,最后设计出雪花啤酒品牌发展战略:华润雪花啤酒应沿高端路线引领,并溶入中国元素和文化沉淀,走有中国特色国际啤酒品牌发展方向。本文对雪花啤酒品牌战略的剖析,不仅能提高华润雪花啤酒自身品牌价值,也可以为其他啤酒品牌战略的制定和实施提供思路和借鉴,最终可以促进中国啤酒行业品牌建设和发展。
[Abstract]:Although beer is a berth, China has quickly become the world's number one beer consumer. At the same time, the Chinese beer industry from 1996 to start the process of collectivization, has formed China Resources, Qingdao, Budweiser InBev, Yanjing and Carlsberg beer group model. Among them, China Resources Snow Beer single-brand sales for 10 consecutive years, which may benefit from its good brand strategy. However, with the increasingly fierce competition in the domestic beer market, China Resources snowflake may have the problems of brand structure, brand innovation and higher level brand development. This paper analyzes the external macro environment of China Resources Snow Beer brand development strategy through PEST matrix, starting with the current situation and existing problems of the brand development of China Resources snowflake. Secondly, using the enterprise strategy analysis tool-SWOT analysis and the five forces model, analyzes the internal competition environment of China Resources Snow Beer brand development strategy, finds out the advantage, the disadvantage, the opportunity and the threat of the China Resources Snow Beer brand development. Summed up the problems of China Resources Snow Beer in brand structure, brand innovation and higher level brand development, and finally designed a brand development strategy: China Resources Snow Beer should lead along the high-end line, And the integration of Chinese elements and cultural precipitation, with Chinese characteristics of international beer brand development direction. The analysis of Snow Beer's brand strategy in this paper can not only improve the brand value of China Resources Snow Beer, but also provide ideas and lessons for the formulation and implementation of other beer brand strategies. Finally, it can promote the brand construction and development of Chinese beer industry.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F273.2
本文编号：2404781
[Abstract]:Although beer is a berth, China has quickly become the world's number one beer consumer. At the same time, the Chinese beer industry from 1996 to start the process of collectivization, has formed China Resources, Qingdao, Budweiser InBev, Yanjing and Carlsberg beer group model. Among them, China Resources Snow Beer single-brand sales for 10 consecutive years, which may benefit from its good brand strategy. However, with the increasingly fierce competition in the domestic beer market, China Resources snowflake may have the problems of brand structure, brand innovation and higher level brand development. This paper analyzes the external macro environment of China Resources Snow Beer brand development strategy through PEST matrix, starting with the current situation and existing problems of the brand development of China Resources snowflake. Secondly, using the enterprise strategy analysis tool-SWOT analysis and the five forces model, analyzes the internal competition environment of China Resources Snow Beer brand development strategy, finds out the advantage, the disadvantage, the opportunity and the threat of the China Resources Snow Beer brand development. Summed up the problems of China Resources Snow Beer in brand structure, brand innovation and higher level brand development, and finally designed a brand development strategy: China Resources Snow Beer should lead along the high-end line, And the integration of Chinese elements and cultural precipitation, with Chinese characteristics of international beer brand development direction. The analysis of Snow Beer's brand strategy in this paper can not only improve the brand value of China Resources Snow Beer, but also provide ideas and lessons for the formulation and implementation of other beer brand strategies. Finally, it can promote the brand construction and development of Chinese beer industry.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F273.2
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