百威啤酒在中国市场的营销策略研究

发布时间：2018-04-17 23:00

本文选题：百威啤酒 + 市场定位　；参考：《中国海洋大学》2013年硕士论文

【摘要】：随着中国国民经济的快速发展，啤酒行业进入快速整合阶段，青岛、燕京、华润等品牌纷纷做出战略布局，作为外资品牌的百威啤酒如何有效地在中国市场上制定营销策略成为百威啤酒发展的重点。同时，消费者需求、偏好也呈现多样化的趋势。因此，依据中国啤酒行业发展的基本情况，明确目标市场，制定百威啤酒在中国市场营销策略对百威在中国的发展非常必要。目前，百威啤酒在中国的制定营销策略已存在一些明显的问题，如百威啤酒营销渠道过长、稳定性差、费用高，市场定位单一等，严重影响了百威啤酒在中国的发展。究其原因在于中国国民经济快速发展带动了啤酒行业的快速发展变化，如中国啤酒市场的市场规模、市场份额竞争、资本竞争、品牌竞争、工艺技术竞争以及社会文化环境等方面变化。因此，需要百威啤酒及时地在中国市场做出战略调整。百威啤酒的优势主要在于百威啤酒的品牌、产品与资本等；劣势主要在于缺乏本土优势、产品线单一等；面临的机会主要体现在我国居民收入水平逐年增加引发消费结构的转变；威胁主要在于以青岛、华润和燕京等为代表的国内啤酒品牌向高档啤酒市场的冲击。为了弥补劣势，规避风险，发挥优势，把握机遇，百威啤酒应进行适当的市场定位调整，目标市场应该由当前的高档和超高档啤酒市场逐步向中高档啤酒市场倾斜。在产品策略上，应明确百威啤酒在中国市场上的生命周期，逐步改进产品包装，不断丰富产品结构；在促销策略上，应不断丰富广告宣传的形式，满足中高档消费者需求层次，同时，巩固与政府、本土供应商、经销商、顾客的关系；在分销策略上，可以采取集权模式，有计划、有安排的进行促销，避开经销商过多的溢价权利；在定价策略上，宜采用成本定价和利润定价相结合的方法，同时结合数量折扣、关系定价、现金折扣等多样化方式，逐步提升百威啤酒在中档啤酒市场的销售份额。通过对百威啤酒在中国市场营销问题的研究可以得到以下启示：特别是对于国际知名啤酒品牌在中国市场的营销，应根据变化较快的中国市场需求和竞争环境等，，（1）适时调整市场定位，由高端市场向中高端市场转移；（2）相应的营销策略，应不断适应环境变化进行调整，提高本土化程度。
[Abstract]:With the rapid development of the national economy Chinese, beer industry entered a rapid stage of integration, Qingdao, Yanjing, Huarun and other brands have made strategic layout, as a foreign brand Budweiser in China market on how to effectively develop marketing strategies become the focus of Budweiser development. At the same time, consumer demand preferences, so also show the trend of diversification. According to the basic situation of the development of Chinese, the beer industry, a clear target market, formulate Budweiser in Chinese marketing strategy on the development of Budweiser in Chinese is very necessary.
At present, Budweiser in China marketing strategy has some obvious problems, such as the Budweiser marketing channel is too long, poor stability, high cost, single market positioning, has seriously affected the development of Budweiser in Chinese. The reason is that the Chinese rapid economic development has driven the rapid development of the beer industry, such as China beer market scale, market competition, capital competition, brand competition, changes in technology competition and social and cultural environment. Therefore, Budweiser need timely and make strategic adjustments in the Chinese market.
Budweiser is the main advantage of Budweiser brand, product and capital; the main disadvantage is that the lack of local advantages, a single product line; opportunities mainly increased year by year change of consumption structure in the income level of residents in our country; the threat is mainly in Qingdao, as the representative of the domestic beer brands Huarun and Yanjing to the impact of the premium beer market. In order to compensate for weaknesses, avoid risks, play advantage, seize the opportunity, Budweiser should adjust the appropriate market positioning, target market should be the current high-end and ultra high-end beer market gradually to the high-end beer market tilt. In product strategy, should be clearly Budweiser in Chinese market life cycle, gradually improve product packaging, constantly enrich the product structure; in the promotion strategy, should constantly enrich the advertising form, to meet the high level of consumers The hierarchy of needs, at the same time, consolidate with the government, local suppliers, distributors, customers relationship; in the distribution strategy, can adopt the centralized mode, there are plans, arrangements for promotion, to avoid too many dealers premium rights; pricing strategy, should adopt the method of cost price and profit pricing combination, at the same time considering the quantity discount, pricing, cash discount and other diverse ways to gradually improve the Budweiser in the mid-range beer market share of sales.
Get the following revelation through to research in marketing China market Budweiser: especially for international well-known beer brands in China marketing, should according to the rapid change of the China market demand and competitive environment, (1) the timely adjustment of market positioning, transfer from high end market to high-end market; (2) the corresponding the marketing strategy should continue to adapt to the change of environment adjustment, improve the degree of localization.

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

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