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The Resources Marketing Strategy Research of the Beer Corporations

Author: ChengQingLei
Tutor: MiaoXiZhe
School: Ocean University of China
Course: Business management
Keywords: marketing resources beer companies resources marketing strategy
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 522
Quote: 0
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Abstract


The beer company’s marketing strategy research mostly based on the4Pmarketing theory as the theoretical basis, the beer company’s marketing strategyresearch has some limitations. This paper will combine the resources of marketingtheory and beer company marketing practice, from broader latitude to explore the beercompany’s marketing strategy. How to understand the value of the beer businessmarketing resources, how to take full advantage of the internal and external resourcesto create value for the beer companies, how to carry out resource marketing and makeit a unique competitive advantage. We make a useful exploration and innovation. Thepurpose of this thesis writing is the focus on innovative research tools and researchmethods, is to explore more effective marketing methods to more effectively enhancethe competitiveness of enterprises. In the case of traditional marketing means moreand more convergence and gradually lose their effect, how the use of enterprisemarketing resources to marketing practice, has become the focus of marketing theorycommunity.This paper takes the resource theory, marketing theory, the theory of enterpriseresources and the resources of marketing theory to the theory as a basis. Through thedevelopment of the industry status quo beer companies, the macro environment andcompetitive environment, China’s beer company must use the resources as the coremarketing strategy in the development of marketing strategy. Then the furtherconnotation of beer Resource Marketing, objects, and goals, differences andconnections have carried out a detailed analysis of resources and marketing andtraditional marketing. Subsequently, the beer company’s marketing resourcescharacteristics and advantages or disadvantages are made a analysis, as the theoreticalfoundation leads to a beer company can make use of marketing resources. Again, thebeer enterprise resource marketing strategies are raise, such as resource developmentand mining, resources focusing, integration of resources and effective resource marketing strategy. Finally, the article lists the resources of Tsingtao Beer marketingstrategy contrast, use the instance of the statement of resources marketing strategy inthe actual marketing of the beer companies to prove its validity and correctness inpractice.The comprehensive analysis of the extensive literature on the basis of using theexperience method, documentary research, case studies and other research methods, acomprehensive analysis of the market environment of the beer companies, combinedwith practical experience of marketing, innovative resources to marketing theorymethod and strategy for the introduction of the beer industry, beer companies havemarketing resources from the perspective of resources, initially built beer enterpriseresource theory of marketing system, developed a more specific resources marketingstrategy. The contents of this article is to guide the marketing strategy formulationprocess of the actual marketing activities for the development of the idea of marketingmanagement, especially in the context of the beer industry is in a period of integrationof resources, major reference and guidance.

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