【摘要】： 進入21世紀,中國取代美國成為世界第一大啤酒生產(chǎn)國與最重要的消費市場,包括美國的安海斯布希(A-B)、南非釀酒/米勒(SAB)、比利時的英博等在內(nèi)的外資啤酒紛紛以合資合作、收購、并購等形式大舉進軍中國市場,使得一部分所謂的中國本土品牌不是被代替就是被收購。在這激烈的競爭中,如何適應市場的發(fā)展實現(xiàn)品牌的提升,進而實現(xiàn)向國際品牌的轉(zhuǎn)變,是當前中國啤酒企業(yè)所面臨的嚴峻考驗。 本論文在品牌營銷理論的基礎(chǔ)上,對世界品牌喜力啤酒的品牌營銷策略進行了研究,包括喜力啤酒高品質(zhì)的品牌形象、始終如一的產(chǎn)品定位、富有“喜力特色”的市場推廣、品牌核心價值的運用等方面都進行了詳盡的分析,詮釋了喜力在全球的生存之道正是運作完整,執(zhí)行完美的成功的品牌營銷。 隨著在中國市場上的穩(wěn)步發(fā)展,外資啤酒巨頭先進的市場理念對中國啤酒行業(yè)的影響也轉(zhuǎn)向縱深處發(fā)展,但市場營銷依然是中國啤酒品牌發(fā)展的短板,而喜力啤酒對市場營銷理念的把握,對品牌的管理,對國際知名品牌的經(jīng)營,都值得中國——世界第一大啤酒消費國的啤酒廠商學習研究。希望借此課題的研究,能夠給走在國際化路上的中國啤酒企業(yè)以啟示,加快中國啤酒業(yè)和國際接軌的步伐。
[Abstract]:In the 21st century, China has overtaken the United States as the world's largest beer producer and the most important consumer market, including the United States' A-B, South African winery / Hans Muller (SAB), Foreign brewers, including InBex of Belgium, are rushing into the Chinese market in the form of joint ventures, acquisitions, mergers and acquisitions, leaving some of the so-called Chinese brands either replaced or acquired. In this fierce competition, how to adapt to the development of the market to achieve the promotion of the brand, and then to achieve the transformation to the international brand, is currently facing the severe test of Chinese beer enterprises. On the basis of brand marketing theory, this paper studies the brand marketing strategy of the world brand Heineken Beer, including the high quality brand image of Heineken Beer, consistent product positioning, and the marketing of Heineken Beer with "Heineken characteristics". The application of brand core value has carried on the detailed analysis, explained the Heineken survival way in the world is the complete operation, carries out the perfect successful brand marketing. With the steady development of the Chinese market, the influence of the advanced market ideas of the foreign beer giants on the Chinese beer industry has also shifted to the depth of development, but marketing is still a short board for the development of Chinese beer brands. And Heineken Beer's grasp of marketing idea, management of brand and management of international famous brand are worthy of the study of beer manufacturers in China, the largest beer consumer country in the world. It is hoped that the research on this topic can enlighten the Chinese beer enterprises on the way of internationalization and speed up the pace of the Chinese beer industry in line with the international standards.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F274;F426.82

【引證文獻】

相關(guān)碩士學位論文 前1條

1 謝楊;德瑞興公司喜瑪仕啤酒營銷策略研究[D];大連理工大學;2013年

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本文編號：2426441