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百威啤酒在中国市场的营销策略


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【摘要】

百威啤酒在中国市场的营销策略


中国啤酒市场的竞争可谓非常激烈,百威啤酒能够突破重重包围,脱颖而出,较大份额的占领中国的高端啤酒市场,它的成功离不开其独特的营销策略。本文根据影响营销策略的关键因素以及营销策略的主要手段等相关理论的指导,就百威啤酒采用的适合中国本土的营销策略进行了深入的分析,并回望了百威的发展历史,总结了其成功之“道”,而且对其不足之处提出了建议。

关键词:百威啤酒;营销策略;创新

Abstract

The competitions of the Chinese beer market are very fierce. However, Budweiser as a foreign beer can differ from the other beers and capture the high-end market in China, due to its special marketing strategy. This paper will uncover the veil of the Budweiser’s success. This paper analyses marketing strategy of Budweiser beer in China, according to the theories of the key factors affecting the marketing strategy and of the main means of the marketing strategy. And this article also looks back to Budweiser’s development history. It not only summarizes the ways of success of Budweiser beer, but also puts forward the suggestions to its deficiencies.

Key words: Budweiser beer; marketing strategy; innovation
                     

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