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青岛啤酒品牌发展战略研究

摘 要

当前全球经济处于一体化趋势之下，市场环境瞬息万变。如何保持企业的核心竞争优势，促进利润持续增长是全世界的企业都必须面对的课题。啤酒行业也身处于这样的境况，在面临目前中国酒类行业体量大、增速慢、盈利率低的情况下，谁能更好地生存下来，谁就能取得更大的收益，而在其中盈利能力起着关键性的作用。国内几大啤酒企业的生存方式各有差异，青岛啤酒是现在中国啤酒行业无论在国内还是国外最具价值的啤酒企业，它的成功在于其与时俱进的品牌发展战略。

本文以品牌战略管理理论为指导，以国内啤酒行业的发展现状为背景，以青岛啤酒品牌的发展为研究对象，分析了青岛啤酒品牌在国内和国际上遇到的问题和挑战以及提出的建议。突出强调了青岛啤酒坚持实施的不断创新品牌发展战略给其带来的蓬勃生机与机遇，从而为其他企业经营提供一定的思路借鉴。

关键词：青岛啤酒；品牌；品牌发展战略

I

Tsingtao beer brand development strategy research

Abstract

The world economy is globalization, market vary from minute to minute. How to maintain the company's core competitive advantage, promote sustainable profit growth is the world's enterprises must face the issue. Beer industry also is in such circumstances, in the face of the current China liquor industry, large size, slow growth, profitability is low, who can better survive, profit ability plays a key role. Profitability includes companies owned by the channel profitability and brand premium ability etc.. Several major domestic beer enterprises survival way is different, Tsingtao Brewery is now Chinese beer industry both at home and abroad the most valuable beer enterprises, and its success lies in its brand development strategy of keeping pace with the times.

Based on brand strategy management theory as the instruction, its background of domestic beer industry development present situation, tsingtao beer brand development as the research object, analyses the tsingtao beer brand in the domestic and international problems and challenges, and Suggestions are put forward.Highlighted the development strategy of Qingdao beer insist on the implementation of innovative brand for its vigorous vitality and opportunities, thus providing some ideas for reference for other enterprises.

Keywords:Tsingtao Beer；brand；brand developing strategy

II

目 录

引言 ................................................................. 1 一、国内啤酒行业品牌发展概况 ......................................... 1

（一）国内啤酒行业品牌发展现状 ................................... 1 （二）国内啤酒行业品牌发展趋势 ................................... 2 二、 青岛啤酒品牌国内发展战略分析 .................................... 3

（一）品牌发展方式 ............................................... 3 （二）品牌发展使命 ............................................... 4 （三）品牌发展模式 ............................................... 4 （四）品牌发展目标 ............................................... 5 （五）品牌发展面临的挑战 ......................................... 5 （六）品牌发展建议 ............................................... 6 三、 青岛啤酒品牌国际化发展战略分析 .................................. 7

（一）品牌国际化发展概况 ......................................... 7 （二）品牌国际化发展策略 ......................................... 7

1.产品策略 .................................................... 7 2.价格策略 .................................................... 8 3.渠道策略 .................................................... 8 4.促销策略 .................................................... 8 （三）品牌国际化发展建议 ......................................... 9

1.打造高效建设团队 ............................................ 9 2.完善品牌定位体系 ........................................... 10 3.采取大事件营销方式 ......................................... 10

结语 ................................................................ 11 参考文献 ............................................................ 12 致谢 ................................................................ 13