華潤雪花啤酒品牌戰(zhàn)略研究
發(fā)布時間：2019-01-08 15:10
【摘要】：雖然啤酒是泊來品,但中國已快速成為全球啤酒第一消費國。同時,中國啤酒行業(yè)從1996年開啟集團化進程至今,已形成華潤、青島、百威英博、燕京和嘉士伯五大啤酒集團模式。其中,華潤雪花啤酒連續(xù)10年單品牌銷量獲全國第一,這可能受益于其良好的品牌戰(zhàn)略。但隨著國內啤酒市場競爭的日益激烈,華潤雪花可能存在品牌結構、品牌創(chuàng)新及更高層次品牌發(fā)展的問題。本文從華潤雪花的品牌發(fā)展現狀和存在的問題入手,通過企業(yè)宏觀環(huán)境分析工具PEST矩陣對華潤雪花啤酒品牌發(fā)展戰(zhàn)略的外部宏觀環(huán)境進行分析。其次,又利用企業(yè)戰(zhàn)略分析工具——SWOT分析和五力模型,對華潤雪花啤酒品牌發(fā)展戰(zhàn)略的內部競爭環(huán)境進行分析,找出華潤雪花啤酒品牌發(fā)展的優(yōu)勢、劣勢、機會和威脅,歸納出華潤雪花啤酒在品牌結構、品牌創(chuàng)新及更高層次品牌發(fā)展上存在的問題,最后設計出雪花啤酒品牌發(fā)展戰(zhàn)略:華潤雪花啤酒應沿高端路線引領,并溶入中國元素和文化沉淀,走有中國特色國際啤酒品牌發(fā)展方向。本文對雪花啤酒品牌戰(zhàn)略的剖析,不僅能提高華潤雪花啤酒自身品牌價值,也可以為其他啤酒品牌戰(zhàn)略的制定和實施提供思路和借鑒,最終可以促進中國啤酒行業(yè)品牌建設和發(fā)展。
[Abstract]:Although beer is a berth, China has quickly become the world's number one beer consumer. At the same time, the Chinese beer industry from 1996 to start the process of collectivization, has formed China Resources, Qingdao, Budweiser InBev, Yanjing and Carlsberg beer group model. Among them, China Resources Snow Beer single-brand sales for 10 consecutive years, which may benefit from its good brand strategy. However, with the increasingly fierce competition in the domestic beer market, China Resources snowflake may have the problems of brand structure, brand innovation and higher level brand development. This paper analyzes the external macro environment of China Resources Snow Beer brand development strategy through PEST matrix, starting with the current situation and existing problems of the brand development of China Resources snowflake. Secondly, using the enterprise strategy analysis tool-SWOT analysis and the five forces model, analyzes the internal competition environment of China Resources Snow Beer brand development strategy, finds out the advantage, the disadvantage, the opportunity and the threat of the China Resources Snow Beer brand development. Summed up the problems of China Resources Snow Beer in brand structure, brand innovation and higher level brand development, and finally designed a brand development strategy: China Resources Snow Beer should lead along the high-end line, And the integration of Chinese elements and cultural precipitation, with Chinese characteristics of international beer brand development direction. The analysis of Snow Beer's brand strategy in this paper can not only improve the brand value of China Resources Snow Beer, but also provide ideas and lessons for the formulation and implementation of other beer brand strategies. Finally, it can promote the brand construction and development of Chinese beer industry.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82;F273.2
本文編號：2404781
[Abstract]:Although beer is a berth, China has quickly become the world's number one beer consumer. At the same time, the Chinese beer industry from 1996 to start the process of collectivization, has formed China Resources, Qingdao, Budweiser InBev, Yanjing and Carlsberg beer group model. Among them, China Resources Snow Beer single-brand sales for 10 consecutive years, which may benefit from its good brand strategy. However, with the increasingly fierce competition in the domestic beer market, China Resources snowflake may have the problems of brand structure, brand innovation and higher level brand development. This paper analyzes the external macro environment of China Resources Snow Beer brand development strategy through PEST matrix, starting with the current situation and existing problems of the brand development of China Resources snowflake. Secondly, using the enterprise strategy analysis tool-SWOT analysis and the five forces model, analyzes the internal competition environment of China Resources Snow Beer brand development strategy, finds out the advantage, the disadvantage, the opportunity and the threat of the China Resources Snow Beer brand development. Summed up the problems of China Resources Snow Beer in brand structure, brand innovation and higher level brand development, and finally designed a brand development strategy: China Resources Snow Beer should lead along the high-end line, And the integration of Chinese elements and cultural precipitation, with Chinese characteristics of international beer brand development direction. The analysis of Snow Beer's brand strategy in this paper can not only improve the brand value of China Resources Snow Beer, but also provide ideas and lessons for the formulation and implementation of other beer brand strategies. Finally, it can promote the brand construction and development of Chinese beer industry.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.82;F273.2
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