喜力啤酒的品牌营销分析
发布时间：2019-02-19 10:51
【摘要】： 进入21世纪,中国取代美国成为世界第一大啤酒生产国与最重要的消费市场,包括美国的安海斯布希(A-B)、南非酿酒/米勒(SAB)、比利时的英博等在内的外资啤酒纷纷以合资合作、收购、并购等形式大举进军中国市场,使得一部分所谓的中国本土品牌不是被代替就是被收购。在这激烈的竞争中,如何适应市场的发展实现品牌的提升,进而实现向国际品牌的转变,是当前中国啤酒企业所面临的严峻考验。 本论文在品牌营销理论的基础上,对世界品牌喜力啤酒的品牌营销策略进行了研究,包括喜力啤酒高品质的品牌形象、始终如一的产品定位、富有“喜力特色”的市场推广、品牌核心价值的运用等方面都进行了详尽的分析,诠释了喜力在全球的生存之道正是运作完整,执行完美的成功的品牌营销。 随着在中国市场上的稳步发展,外资啤酒巨头先进的市场理念对中国啤酒行业的影响也转向纵深处发展,但市场营销依然是中国啤酒品牌发展的短板,而喜力啤酒对市场营销理念的把握,对品牌的管理,对国际知名品牌的经营,都值得中国——世界第一大啤酒消费国的啤酒厂商学习研究。希望借此课题的研究,能够给走在国际化路上的中国啤酒企业以启示,加快中国啤酒业和国际接轨的步伐。
[Abstract]:In the 21st century, China has overtaken the United States as the world's largest beer producer and the most important consumer market, including the United States' A-B, South African winery / Hans Muller (SAB), Foreign brewers, including InBex of Belgium, are rushing into the Chinese market in the form of joint ventures, acquisitions, mergers and acquisitions, leaving some of the so-called Chinese brands either replaced or acquired. In this fierce competition, how to adapt to the development of the market to achieve the promotion of the brand, and then to achieve the transformation to the international brand, is currently facing the severe test of Chinese beer enterprises. On the basis of brand marketing theory, this paper studies the brand marketing strategy of the world brand Heineken Beer, including the high quality brand image of Heineken Beer, consistent product positioning, and the marketing of Heineken Beer with "Heineken characteristics". The application of brand core value has carried on the detailed analysis, explained the Heineken survival way in the world is the complete operation, carries out the perfect successful brand marketing. With the steady development of the Chinese market, the influence of the advanced market ideas of the foreign beer giants on the Chinese beer industry has also shifted to the depth of development, but marketing is still a short board for the development of Chinese beer brands. And Heineken Beer's grasp of marketing idea, management of brand and management of international famous brand are worthy of the study of beer manufacturers in China, the largest beer consumer country in the world. It is hoped that the research on this topic can enlighten the Chinese beer enterprises on the way of internationalization and speed up the pace of the Chinese beer industry in line with the international standards.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.82
本文编号：2426441
[Abstract]:In the 21st century, China has overtaken the United States as the world's largest beer producer and the most important consumer market, including the United States' A-B, South African winery / Hans Muller (SAB), Foreign brewers, including InBex of Belgium, are rushing into the Chinese market in the form of joint ventures, acquisitions, mergers and acquisitions, leaving some of the so-called Chinese brands either replaced or acquired. In this fierce competition, how to adapt to the development of the market to achieve the promotion of the brand, and then to achieve the transformation to the international brand, is currently facing the severe test of Chinese beer enterprises. On the basis of brand marketing theory, this paper studies the brand marketing strategy of the world brand Heineken Beer, including the high quality brand image of Heineken Beer, consistent product positioning, and the marketing of Heineken Beer with "Heineken characteristics". The application of brand core value has carried on the detailed analysis, explained the Heineken survival way in the world is the complete operation, carries out the perfect successful brand marketing. With the steady development of the Chinese market, the influence of the advanced market ideas of the foreign beer giants on the Chinese beer industry has also shifted to the depth of development, but marketing is still a short board for the development of Chinese beer brands. And Heineken Beer's grasp of marketing idea, management of brand and management of international famous brand are worthy of the study of beer manufacturers in China, the largest beer consumer country in the world. It is hoped that the research on this topic can enlighten the Chinese beer enterprises on the way of internationalization and speed up the pace of the Chinese beer industry in line with the international standards.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.82
【引证文献】
相关硕士学位论文 前1条
1 谢杨;德瑞兴公司喜玛仕啤酒营销策略研究[D];大连理工大学;2013年
，本文编号：2426441
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