随着中国经济的快速发展，啤酒行业竞争不断地加剧，行业集中度越来越 高，出现了中低端以华润和青岛为首，高端以百威为绝对领先地位的战略格 局。 与此同时，随着我国居民收入增长带来的消费升级，啤酒消费者开始更加关注 品牌和价值因素。喜力作为外资的高端啤酒品牌，如何制定适合中国市场的营 销策略成为致胜 的关键因素之一。 目前，喜力啤酒在中国的营销策略存在一些问题，主要包括：产品线缺乏 创新，产品价格体系混乱，分销渠道过长，促销方式繁杂等，这些因素影响了 其在中 国市场的品牌发展速度。本文通过实地市场调研法和比较研究法，从环 境，竞争对手，消费者等多角度分析目前面临的挑战和机遇。在此基础上，本 文根据当前的市场发展状况 ，为争取在高端产品市场的份额，提出如下调整。 首先，在产品线问题上，引进集团更高端的产品，全力打造“个性”“有趣” 的高级感，以及开发符合空白市场需求的创新产 品；其次，在价值链的管理上， 通过清晰界定渠道策略，优化市场路径，简化各分销环节成本+利润的定价模式， 逐步提升喜力在经销商的生意份额，进而提升高端啤酒市场的份 额；再次，在 分销体系方面，提倡渠道扁平化管理，进而实现销售规模化，以及终端服务的 差异化和专业化的管理要求；最后，在促销管理方面，摒弃乱而不集中的情况， 做到 Bigger - Fewer -Better的品牌呈现效果。 通过本文的研究，一方面，可以发现营销策略存在的问题，并提出内部可行 的改进建议，提升企业核心竞争力。另一方面，希望通过 营销策略的不断完善， 实现销量增长，提升高端啤酒市场份额。 关键词：营销策略 消费者需求 竞争格局 II Abstract With rapid development of China's economy, the competition in beer industry has been increasingly intensified and the industry concentration has become higher and higher. A strategic pattern emerged in which Snow and Qingdao took the lead in the middle and low end and Budweiser took the absolute leading position in the high end. Meanwhile, with consumption upgrade brought by national income growth, beer consumers care more about brand and value. As a foreign premium brand, developing suitable marketing strategy has become one of the keys to success for Heineken. At present, there’re some problems about Heineken China marketing strategy, including: lack of innovation in SKU, price system chaos, too long distribution channels, multifarious way of promotion etc. These factors affect its development speed in China. This thesis analyzes the challenges and opportunities from the environment, competitors, consumers and other perspectives by in field market and comparative research. Based on above, following strategies are proposed to strive for market share in high-end, according to the current market situation. Firstly, for product mix, supplements existing portfolio by importing more premiums to create a new perspective of "individual" and "interesting", and design products for the market void; Secondly, as value chain, it will gradually increase its share in dealers and thereby share in the high-end beer market by clearly defining channel strategy, optimizing route to market, and simplifying the pricing model of cost + profit; Thirdly, for dealer, it should reorder the profit chain, flatten the route and then scale up, and upgrade terminal services; Lastly, as promotion, it should abandon disorder and unfocused then achieve "Bigger - Fewer -Better" goal. By researching this, one side, problems in the marketing strategy can be found, and suggestions for internal improvement can be put forward to enhance the core competitiveness of Heineken. For another, sales growth can be achieved and market share of high-end beer increased via continuous improvement of marketing strategies. Keywords: Marketing Strategy Consumer Demand Competitive Landscape III 目 录 第1章 绪论....................................................1 1.1 研究背景及意义............................................1 1.1.1 研 究背景..............................................1 1.1.2 研究意义..............................................2 1.2 国内外研究现 状............................................3 1.2.1 国外研究现状..........................................3 1.2.2 国内研究现 状..........................................5 1.3 研究内容、方法和技术路线..................................7 1.3.1 研究内 容..............................................7 1.3.2 研究方法..............................................7 1.3.3 技术路 线..............................................8 第2章 相关理论概述............................................9 2.1 4P营销理 论...............................................9 2.2 PEST分析................................................10 2.3 波特五力分 析.............................................11 第3章 中国啤酒行业现状分析...................................12 3.1 中国啤酒行业格局现 状.....................................12 3.1.1 我国啤酒行业各品牌竞争加剧..........................12 3.1.2 各啤酒品牌企业产品结构布 局..........................14 3.1.3 各高端啤酒品牌的差异化营销策略......................15 3.1.4 啤酒企业为提升盈利能力布局中高端....................16 3.2 中国啤酒市场环境分析.....................................18 3.2.1 宏观环境分析........................................18 3.2.2 微观环境分 析........................................21 3.3 啤酒消费者需求分析.......................................22 3.3.1 中国市场啤酒消费情况及消费者分布情 况................23 IV 3.3.2 消费者购买影响因素及价值元素分析....................25 3.3.3 啤酒消费升级带来进口啤酒受追捧......................29 3.3.4 线上 购买啤酒习惯加速养成............................29 3.3.5 啤酒消费者对于包装的选择偏好........................30 3.4 啤酒的产品特点及其营销特 性...............................31 第4章 喜力啤酒中国市场营销策略现状...........................32 4.1 喜力啤酒简 介.............................................32 4.1.1 喜力啤酒公司简介....................................32 4.1.2 喜力啤酒品牌策略现 状................................32 4.2 喜力啤酒营销策略现状.....................................33 4.2.1 产品策略现 状........................................34 4.2.2 定价策略现状........................................35 4.2.3 分销策略现 状........................................35 4.2.4 促销策略现状........................................38 4.3 喜力啤酒中国市场营销面临的问 题...........................39 4.3.1 新兴电商渠道的管理有待改善..........................39 4.3.2 产品线缺乏创新......................................40 4.3.3 现有产品价格体系混乱................................41 4.3.4 经销商体系有待重新规划..............................42 4.3.5 渠道促销管理方式有待改 善............................43 第5章 喜力啤酒中国市场营销策略的调整.........................45 5.1 电商渠道的营销策略调 整...................................45 5.1.1 区隔线上线下SKU.....................................45 5.1.2 做好平台零售价格管 理................................46 5.1.3 平衡与平台商竞争和合作的微妙关系....................46 5.1.4 自主开发O2O模式....................................46 5.2 新产品线的调整策略.......................................47 5.2.1 全力打造“个性”“有趣”的高级感.....................47 5.2.2 开发贴合女性消费者及其他 空白市场需求的产品..........47 5.2.3 优化产品结构用以提升竞争力..........................48 V 5.3 优化产品定价策略.........................................49 5.3.1 清晰界定渠道产品组合策略............................49 5.3.2 优化价值链..........................................50 5.4 重塑深度分销体系和经销商管理体 系.........................51 5.4.1 强化深度分销体系管理................................51 5.4.2 重塑经销商管理体系..................................53 5.5 优化促销管理方案.........................................54 5.5.1 Bigger - Fewer -Better的品牌效果呈现....................54 5.5.2 消费者持续连接性管 理................................54 第6章 实施保障...............................................56 6.1 重视人才培养与工作目标的一致传 达.........................56 6.1.1 中层管理领导力的养成................................56 6.1.2 目标一致性传达.............................