Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
A Research On Brand Maintenance of Tsingtao Beer Company
by
Tao Li
Supervisor: Prof. Zhijie Yang
Associate Supervisor:Qingke Nie
December 2021

摘
要
自中国实施改革开放后，经济蓬勃发展，广大人民的生活水平和消费能力得到极
大改善。啤酒作为一种被全球绝大部分国家的大众所喜爱的酒精类饮料，在国内竞争
的态势也是越发激烈。而中国啤酒行业的领军企业青岛啤酒，在这种背景与环境下，
就需要进一步思考怎样在众多啤酒品牌竞争中准确探寻消费者心理变化，从而制定品
牌维护战略措施，保持自身啤酒品牌的核心竞争力。
本文首先从绪论开始，通过对当前品牌维护的社会背景进行分析，阐述了研究的
目的和意义，参考对比了国内外专家学者的研究动态，其次对品牌维护所涉及的相关
理论进行了简单的梳理，对青岛啤酒品牌维护现状进行分析和研究，并通过青岛啤酒
品牌维护问卷调查深度发掘现状中所存在的问题，从而以青岛啤酒公司现有的品牌维
护机制为出发点，对企业的品牌维护过程中存在的问题提出优化改进方案，并最终通
过现代化企业的运营维护方式达到品牌战略的最终目的，确保青岛啤酒品牌维护体系
与管理制度更加成熟完善。
品牌维护对于我国企业来讲，有利于提高品牌影响力与知名度，牢固消费者与品
牌的联系。因此，企业在发展过程中，就必须进一步对品牌维护理论进行理解、分析、
吸收和再创新，及时改正自身在品牌维护中存在的问题，稳固品牌在国内外市场竞争
中的行业领先地位。本文在品牌维护相关理论基础上，利用文献研究法、理论与经验
结合分析法、问卷调查法对青岛啤酒品牌维护展开研究，对青岛啤酒品牌维护中的啤
酒市场内外部环境、品牌维护现状和企业存在的制度和管理缺陷进行了深入探讨和分
析，得知青岛啤酒在品牌维护中的诸多方面都需要进行改进和完善，例如品牌基础维
护、多品牌扩展、内部文化统一和品牌危机等。本文从公司的实际情况出发，提出青
岛啤酒品牌维护改进提升方案。希望对青岛啤酒未来的品牌维护提质增效起到一定的
帮助，同时为我国同类的啤酒生产企业品牌发展提供有益借鉴。
关键词：青岛啤酒；品牌维护；品牌危机；品牌竞争力
I

Abstract
Since China implemented the reform and opening-up,the economy has developed
vigorously, and the living standards and spending power of the broad masses of people have
been greatly improved. Beer, as an alcoholic beverage loved by people in most countries
around the world, is increasingly competitive in China. Under this background and
environment, Tsingtao Brewery, the leading enterprise in China's beer industry, needs to
further think about how to accurately explore the psychological changes of consumers in the
competition of numerous beer brands, so as to formulate strategic measures for brand
maintenance and maintain the core competitiveness of its own beer brands.
Firstly, this paper starts from the introduction, analyzes the social background of brand
maintenance at present, expounds the purpose and significance of the research, compares the
research trends of experts and scholars at home and abroad, briefly combs the related
theories of brand maintenance, analyzes and studies the status quo of Tsingtao beer brand
maintenance, and deeply explores the existing problems existing in the status quo through
Tsingtao beer brand maintenance questionnaire. Therefore, starting from the existing brand
maintenance mechanism of Tsingtao Brewery Company, this paper puts forward
optimization and improvement schemes for the problems existing in the process of brand
maintenance of brand maintenance of enterprises, and finally achieves the ultimate goal of
brand strategy through the operation and maintenance of modern enterprises, so as to ensure
that the brand maintenance system and management system of Tsingtao Brewery are more
mature and perfect.
For Chinese enterprises, brand maintenance is conducive to improving brand influence
and popularity, and strengthening the relationship between consumers and brands. Therefore,
in the process of development, enterprises must further understand, analyze, absorb and
re-innovate the brand maintenance theory, correct their own problems in brand maintenance
in time, and stabilize the brand’s leading position in the domestic and international market
competition. On the basis of relevant theories of brand maintenance, this paper studies
Tsingtao beer brand maintenance by means of literature research, theory and experience
analysis, and questionnaire survey.It deeply discusses and analyzes the internal and external
environment of beer market, the present situation of brand maintenance and the existing
system and management defects of enterprises in Tsingtao Brewery brand maintenance, and
II
。。。以下略