啤酒作为一个舶来品早期被引入中国，20 世纪 90 年代后期进入成熟期； 2001 年开始进入到快速发展通道，但自 2014 年开始中国的啤酒市场步入了消费总量的萎缩 期。2015 年开始显示出中国啤酒市场的消费结构升级趋势，其中包括受到政治（政府的 “八项规定”、禁止酒后驾车等法规）、社会（人口结构、消费群体变化）、经济（居 民消费能力的提升）与技术（精酿新技术与新销售）等方面因素影响；显示出中国市场 上的啤酒需求已从简单的低价高量消费，转向高品质、多风味、高形象、有个性以及多 样化包装的啤酒品牌及产品进行转移。 作为啤酒生产与销售厂商，需要紧跟市场发展规律，引导消费习惯、及时提供啤酒 消费者所需的各种产品，确保企业可以有一个持续、健康的良性发展，我们有必要对中 国现有的啤酒市场有一个清楚的认识，以及企业应该如何应对、做出分析、寻找理论支 持和未来业务调整与持续发展提出实施策略。 本文第一章通过介绍国际、国内啤酒市场发展概况及发展趋势的背景，提出课题的 研究意义；进而通过借鉴国内外对品牌、品牌管理、品牌组合及产品组合的知识研究及 理论，指出品牌及品牌组合对企业发展的重要作用，同时概述了目前国内啤酒品牌的状 况。第二章对国际、国内啤酒市场进行 PEST 环境分析，进而提出国内啤酒行业发展的 未来机遇。第三章对 JSB 公司进行简介；之后对中国区啤酒行业的竞争态势进行波特五 力分析；进而对 JSB 中国区啤酒的竞争态势进行 SWOT 分析。认为 JSB 中国拥有强大 的技术力量，集团拥有强大品牌优势和完整的啤酒品牌以及产品类别，在局部区域的市 场优势与较强的销售渠道与网络；JSB 可以充分发挥自身优势，提升不足之处，恰当处 理好市场环镜的影响；应该加快推进啤酒品牌组合高端化的战略路线，抓住市场发展的 新机会。第四章对 JSB 中国区啤酒目前各个档次产品组合进行分析，分别提出完善啤酒 品牌组合的策略，并根据波士顿矩阵中不同品牌产品的分布情况，进行了两种可行性假 设的测算及其实施效果。最后结论为消费升级之后，中国啤酒市场发展的新机会在于强 化啤酒品牌组合及高端化，完善与完整 JSB 的啤酒品牌组合可以力助 JSB 公司保持或扩 大业务增长。 关键词，啤酒 品牌组合策略、实施效果II Abstract From Chin point of review, beer is an imported product originally. It was widely sold and consumed by China consumers only in for decades. It was going to mature period from 1990 years. As result, in a long time of past, beer was identified as low consume products. This selling approach mis-leaded most China beer consumers, they only focus on enjoying the beer quantity instead of enjoying the high quality and tasting the flavors. But since 2015, the consumption trend of Chinese beer market has been changed, it showed that the demand of beer in China market has shifted from simple low-cost lower price products to consume more premium beer products, and more and more consumers are turning to consume more premium beer. The premium beer products, including imported beers, it was growing up very quickly, and the it is more and more popular for consumers. The premium beer has become the daily consume product for some of consumers for enjoying the good quality and tasting fresh & flavor beer. At the same time, as the China government continues to publicize that drinking is harmful for health, announce the laws & regulations for banning drunk driving and the impact of strict enforcement; also, some consumers more enjoy low-calorie, low-alcohol, non-alcoholic drinks products, all these leads to consumers will select more products for consume than before. In addition, more and more young female consumers want to enjoy some special flavor beer or beverage, such as fashionable low-alcohol beer, high image of romantic and well-known beer or free alcohol beer, which also needs to meet this consumers’requirement. Bases on market develop trend, thus the beer manufactories and companies also hope to get a sustained, continuous & healthy development, thus we have this topic for study. The purpose of this study is to analyze the current situation of JSB company’s beer portfolio in China market by using PEST method, referring to the trend of international beer development environment and the situation of China's market development stage, and by using the knowledge of brand, product mix management, brand strategy and product mix. According to analyze the experience in internal &mature market and some successful experiences of other domestic competitors by using Michael Porter's Five Forces Model, SWOT and BCG Matrix method. Providing the proposal on the optimization of JSB beer portfolio in China market and simulate the financial impact after the implementation. Key words: Beer，Brand Portfolio strategy, implementation resultIII 目 录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 图目录......................................................................................................................................VI 表目录...................................................................................................................................VIII 第一章 绪论..............................................................................................................................1 1.1 研究的背景和意义.......................................................................................................... 1 1.2 品牌相关的研究和理论基础.......................................................................................... 2 1.2.1 国内外与品牌相关的研究........................................................................................ 2 1.2.2 品牌管理的相关理论基础....................................................................................... 3 1.2.3 品牌战略................................................................................................................... 4 1.2.4 多品牌组合与定位................................................................................................... 6 1.2.5 啤酒行业的品牌组合发展状况................................................................................ 8 1.3 研究内容和方法.............................................................................................................. 8 1.3.1 研究目标、研究内容及拟解决的关键问题........................................................... 8 1.3.2 拟采取的研究方法及技术路线............................................................................... 8 第二章 啤酒市场的发展趋势分析........................................................................................10 2.1 国际啤酒市场的环境分析............................................................................................ 10 2.1.1 国际啤酒市场的政治环境分析............................................................................. 10 2.1.2 国际啤酒市场的经济环境分析............................................................................. 10 2.1.3 国际啤酒市场的社会环境分析............................................................................. 11 2.1.4 国际啤酒市场的技术环境分析............................................................................. 13 2.2 国内啤酒市场的环境分析............................................................................................ 14 2.2.1 国内啤酒市场的政治环境分析............................................................................. 14 2.2.2 国内啤酒市场的经济环境分析............................................................................. 14 2.2.3 国内啤酒市场的社会环境分析............................................................................. 18 2.2.4 国内啤酒市场的技术环境分析............................................................................. 25 2.3 本章小结........................................................................................................................ 25 第三章 JSB 中国区的竞争态势分析....................................................................................27IV 3.1 JSB 公司简介 ................................................................................................................. 27 3.1.1 JSB 中国区的发展历程 .......................................................................................... 27 3.1.2 JSB 中国区啤酒品牌发展状况 .............................................................................. 28 3.1.3 JSB 中国区啤酒品牌组合状况 .............................................................................. 29 3.1.4 JSB 中国区啤酒品牌组合中存在的问题 .............................................................. 29 3.2 JSB 中国区所处行业竞争态势“波特五力”分析.......................................................... 30 3.2.1 行业内部竞争者的竞争能力分析.......................................................................... 30 3.2.2 潜在竞争者的进入能力分析.................................................................................. 31 3.2.3 替代品的替代能力分析.......................................................................................... 31 3.2.4 供应商的议价能力分析.......................................................................................... 32 3.2.5 买方的议价能力分析.............................................................................................. 32 3.2.6 小结.......................................................................................................................... 32 3.3 JSB 中国区竞争态势 SWOT 分析................................................................................ 33 3.3.1 JSB 中国区优势（Strength）分析 ......................................................................... 33 3.3.2 JSB 中国区劣势（Weakness）分析....................................................................... 35 3.3.3 JSB 中国区机会（Opportunity）分析................................................................... 36 3.3.4 JSB 中国区威胁（Threaten）分析 ........................................................................ 40 3.4 本章小结........................................................................................................................ 43 3.4.1 JSB 中国区啤酒市场发展的未来新机遇 .............................................................. 43 3.4.2 JSB 中国区啤酒市场发展存在的问题 .................................................................. 43 第四章 JSB 中国区啤酒品牌组合策略及实施效果............................................................47 4.1 超高档啤酒品牌组合策略............................................................................................ 47 4.2 高档啤酒品牌组合策略................................................................................................ 49 4.3 中高档啤酒品牌组合策略............................................................................................ 50 4.4 中档啤酒品牌组合策略................................................................................................ 50 4.5 主流啤酒品牌组合策略................................................................................................ 51 4.6 折扣啤酒品牌组合策略................................................................................................ 51 4.7 品牌组合策略实施效果测算........................................................................................ 52 4.8 本章小结........................................................................................................................ 55 结 论........................................................................................................................................56V