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论文编号：	14851
作者编号：	2320224156
上传时间：	2024/12/4 15:44:28
中文题目：	嘉士伯（中国）高端啤酒营销策略研究
英文题目：	Carlsberg (China) high-end beer marketing strategy research
指导老师：	许晖
中文关键字：	嘉士伯；市场营销；啤酒品类
英文关键字：	Carlsberg; marketing; beer category
中文摘要：	中国是目前世界上啤酒消费体量最大的国家，随着中国人均消费水平的提高，啤酒消费结构产生了巨大变化。从上世纪初，头部外资啤酒品牌陆续进入国内，如百威英博、喜力、嘉士伯、朝日等品牌；国内品牌也在上世纪末崛起，如华润雪花、青岛啤酒、燕京啤酒、珠江啤酒等。在上世纪末本世纪初，中国啤酒市场经历了大洗牌，国内本地啤酒品牌逐步被国际、国内头部资本收购，头部企业的快速并购和投资建厂，致使国内啤酒市场出现了 “五大巨头”的场面。嘉士伯中国营业收入在2023年成为国内第四的啤酒巨头，但在市场份额、产品组合、营业收入方面与前三啤酒公司差距较大。嘉士伯在中国市场营销策略上还需及时做出调整以改变当前竞争格局。 本文主要对国内啤酒行业的现状、发展趋势做出分析，运用STP和4Ps理论分析嘉士伯中国高端啤酒品类产品策略、价格策略、渠道策略和促销策略的现状和存在的问题。在论证中充分考虑到中国经济、政治、社会环境和技术环境等因素，剖析嘉士伯中国在高端啤酒品类营销策略上的成功与不足，并着重分析新的战略和战略调整后的新局面。论文指出嘉士伯中国在高端啤酒品类营销策略上存在的诸如国际品牌丰富度不够、强势市场无法带动外围、本地品牌无法突出重围和终端管控弱等问题。 论文通过研究后认为，在中国市场，嘉士伯高端啤酒品类通过打造高端产品组合壁垒、提升乌苏产品矩阵、持续高端化战略、建立有质量的渠道经销商和启动国际品牌西进和本地强势品牌东进计划，进而提升嘉士伯在中国高端品类及整体市场份额。
英文摘要：	China is currently the world's largest beer consumption volume of countries, with China's per capita consumption level, the structure of beer consumption in the production of a huge change. From the beginning of the last century, the head of foreign-funded beer brands entered the country one after another, such as Budweiser InBev, Heineken, Carlsberg, Asahi and other brands; domestic brands also rose at the end of the last century, such as CR Snow, Tsingtao Brewery, Yanjing Brewery, Pearl River Brewery and so on. At the end of the last century and the beginning of this century, China's beer market experienced a major reshuffle, the domestic local beer brands have been gradually acquired by international and domestic head of capital, the head of the rapid mergers and acquisitions and investment in the construction of factories, resulting in the emergence of the domestic beer market, the “five giants” of the scene. Carlsberg China operating income in 2023 to become the fourth domestic beer giant, but in terms of market share, product portfolio, operating income and the top three beer companies have a large gap. Carlsberg's marketing strategy in China still needs to make timely adjustments to cope with the current competitive landscape. This paper analyzes the current situation and development trend of the international and domestic beer industry, and analyzes the current situation and problems of Carlsberg China's high-end beer category's product strategy, price strategy, channel strategy and promotion strategy by using STP and 4Ps theory. In the argumentation, Carlsberg China takes into full consideration of China's economic, political and social environment, analyzes Carlsberg China's successes and shortcomings in the marketing strategy of high-end beer category, and focuses on analyzing the new strategy and the new situation after the strategic adjustment. The thesis points out that Carlsberg China's marketing strategy in the premium beer category is characterized by problems such as insufficient richness of international brands in the product portfolio, inability to drive the periphery in strong markets, inability of local brands to stand out from the crowd, and weak control of terminals. The thesis concludes that Carlsberg's premium beer category can increase its market share in China by building barriers to its premium product portfolio, continuing its premiumization strategy, establishing quality channel distributors, and launching a plan for international brands to move westward and strong local brands to move eastward.
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