青岛啤酒在西安地区营销策略研究
摘 要
随着人们生活水平的逐步提高和饮食习惯的不断改变，中国啤酒工业得到迅猛发展。同时啤酒行业也正在经受着优胜劣汰的市场竞争规则的洗礼。加入WTO后，中国的市场进一步开放，中国啤酒行业在经历了大规模资产重组，全方位的乐此不疲的价格战之后，又在笑纳着来自世界各地的卷土重来的啤酒品牌和国际资本;中国啤酒企业的市场运作手段也不断创新。整个行业无论是在资本运作还是在市场运作上，从理念到实践都有了质的飞跃。
本论文首先对啤酒行业概况、竞争格局进行了简要的分析。其次，通过对青岛啤酒股份公司在西安设立的子公司西安汉斯集团有限公司（以下简称汉斯集团）在西安市场的营销策略及存在的问题进行了阐述，然后，在综合分析的基础上，结合国内外成熟的市场营销理论，对青岛啤酒的品定位进行了详细的分析；同时，对青岛啤酒的营销从产品、定价、渠道及促销四个方面进行了详细的分析，并据此提出了青岛啤酒在西安市场营销策略存在的问题。在论文的最后，对所存在的问题提出了相应的改进措施。
关键词：青岛啤酒；汉斯品牌；营销；营销策略
Research of Qingdao Beer Marketing Strategy in Xi’an
Abstract
As people living standard gradually improve and eating habits changing, China beer industry has developed rapidly. Simultaneously also is experiencing beer industry shake-out market competition rules of baptism. Joining the WTO, China's market in China, further open beer in the large-scale assets reorganization, price, and after absorbing in from all over the world take it back to the international capital of beer brand, China's beer market operation methods and enterprise innovation. The industry in both capital operation, or in the market operation from theory to practice has a qualitative leap.
This paper first beer industry, the competition pattern briefly analysed. Secondly, through to the Qingdao beer stock company in xi’an , subsidiary of Hans group Co., LTD. (hereinafter referred to as "Hans group) in xi’an market marketing strategy and the existing problems were introduced, and then, on the basis of both at home and abroad, with mature market marketing theory, the product orientation of Qingdao beer are analyzed in detail, At the same time, to Qingdao beer from the marketing channels of product, price, promotion and the four aspects are analyzed in detail, and then put forward the Qingdao beer in xi’an marketing strategy existing problems. In the last, and proposes the corresponding measures.
Key Words: Qingdao Beer; Hans brand; marketing; marketing strategy
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