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摘 要
随着我国市场经济的不断发展，品牌的重要性越来越受到企业和消费者的
关注，在我国啤酒产业市场，企业的品牌正发挥巨大的企业推动作用。金星啤
酒作为我国啤酒行业中继青岛、雪花以及燕京啤酒之后的第五大啤酒生产企业，
金星啤酒的品牌发展并没有像青岛、雪花、百威和燕京那么成熟，因此迫切需
要对金星啤酒的品牌知名度进行提升。金星啤酒的品牌发展道路被业界称为“第
三种模式”，它避开啤酒行业竞争激烈的中东部地区，把企业经营的主要市场放
在西部地区。但是随着中东部市场日渐饱和，特别是从 2010 年开始，青岛、雪
花、百威等大型啤酒企业相继进入河南市场，金星啤酒的品牌危机感日益加重，
金星啤酒迫切需要对品牌的竞争力进行提升。在这种背景下本文将金星啤酒的
品牌竞争力发展以及品牌发展战略作为研究目标，不仅是对金星啤酒品牌发展
历程的一个回顾和梳理，也为研究金星啤酒品牌将来的发展提供积淀和支撑。

本文分析了国内外啤酒市场的总体环境，又从金星啤酒品牌发展的小环境
着手，研究了金星品牌发展中的各种要素，同时从多角度对金星啤酒的品牌竞
争力进行分析，提出现有品牌战略存在的不足，最后在前述研究的基础上，尝
试提出适合金星啤酒品牌发展的战略调整以及实施建议，或许能为金星啤酒今
后的发展提供一些参考和借鉴。

关键词：啤酒；品牌竞争力；战略Abstract
With the continuous development of China's market economy , the importance
of brand more and more businesses and consumers have concerns in China's beer
industry market , the brand is playing a huge role in promoting enterprise. Kingstar
beer as China's beer industry relay Qingdao , Snowflakes, Budweiser and Yanjing
Beer , the fifth largest beer producer , Kingstar beer brand development and not as
Qingdao , Snowflakes and Yanjing so mature , there is an urgent need to Kingstar
beer brand awareness for improvement. Kingstar beer brand development path the
industry asthird mode , which avoid the highly competitive beer industry in the
eastern region , the major market for business on the west. But with the increasingly
saturated market in the east , especially starting in 2010 , Qingdao, Snowflakes ,
Budweiser beer and other large enterprises have entered the market in Henan ,
Kingstar beer brand is increasing the sense of crisis , the urgent need for Kingstar
beer brand competitiveness promotion. In this context, this paper Kingstar beer brand
competitiveness developments and brand development strategy as a research goal ,
not only for Kingstar beer brand development process a review and combine , but
also for the study of Kingstar beer brand heritage and the development of future
support.
This paper analyzes the domestic beer market overall environment , and from a
small Kingstar beer brand development environment started to study Kingstar brand
development in a variety of elements from both angles of Kingstar beer brand
competitiveness analysis , and proposed now there are brand strategy deficiencies ,
and finally on the basis of the aforementioned studies , tried to propose suitable
Kingstar beer brand development and implementation of the proposed strategy
adjustment , Kingstar beer might be able to provide some reference for future
development and learn .
Key words: Beer ; Brand competitiveness ; Strategy