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Research on B Beer Company’ Marketing Strategy in Beijing

Author: JiBing
Tutor: WangTao
School: Guangxi University
Course: Business Administration
Keywords: Marketing Strategy Brand Core competitiveness SWOT rule
CLC: F426.82
Type: Master's thesis
Year: 2011
Downloads: 57
Quote: 0
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Abstract


With the further development of economic globalization and marketization, various industry competition intensified, and is in the rapid development of the Chinese beer industry is also true. Beer companies in China face a tougher competitive landscape, Company B also facing multi-faceted challenges. How to deal with the challenges of domestic and foreign competitors, and how to enhance their competitive advantage, improve core competitiveness, Company B is an urgent need to address the strategic issues, and the formulation and implementation of the marketing strategy is one of the most critical content. On the basis of the theory of reference enterprise marketing strategy, combined with Company B of the external environment and internal situation, trying to design B viable marketing strategy. Thesis marketing strategies in the Beijing region B Beer Corporation (Company B). Marketing strategy through the analysis of the operation and development of the pros and cons of Company B, Company B further stripping Analysis; combined with the regulation and management of the national beer industry, the national beer market, as well as the Beijing region market conditions, the use of the knowledge of the marketing and management of B The company's external and internal SWOT analysis; Finally, the company's marketing strategy B gives the author's proposal to urge the company to continue to develop healthily. The text is divided into six chapters. Chapter Introduction part. Introduces the research background and significance, and describes the main research content and methods and research ideas; Chapter II situation and marketing strategy outlines. The development history and current situation of the company B, company or products, and the company marketing strategy described; Chapter market analysis. This chapter applied rule PEST and Porter's five forces model \The first analysis of the B environment, including industry policy and market conditions, and is based on the internal and external environment in B Company SWOT analysis; Chapter V is the design of the marketing strategy of the company B. Introduces the idea of ??the author of the B Company business strategy implementation; Chapter VI is the implementation of the marketing strategy designed protection. Theoretical knowledge combined with the marketing strategy, after careful study and analysis, the following conclusions: Chinese beer enterprises should be the cornerstone of market attention to changes in consumer demand, reasonable positioning the market to develop in line with the actual beer market rules marketing strategy to enhance comprehensive competitiveness of enterprises and to ensure the smooth development of the enterprise.

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