区域啤酒品牌保卫战（Regional beer brands battle）.doc

区域啤酒品牌保卫战（Regional beer brands battle） Case background: Jin Yue beer, Chinas beer top five enterprises, brand influence, strength, self-evident. Yuzhou to attack the market for 3 years, although the effect is not ideal. However, in individual channels have taken the lead. The local beer enterprises Yuzhou City, construction time earlier, has the absolute advantage in the local market, but due to corporate restructuring later, enterprises to update the concept of slow, coupled with strong competitors to attack, let the gold market may continue to erode the beer. From the initial market share of 90% down to 70%, the downward trend is still more than. Placed in front of the border beer enterprises is how to seize the strategic point, how to win the battle of the market. Shopping? Difference in strength, give up? There is no possibility that the loss of the main battlefield is tantamount to the overall rout of the enterprise. After careful market research, frontier beer found that the following problems must be resolved: 1, the product line needs to be adjusted urgently. Frontier beer company has been established for 50 years, in consumer awareness, frontier beer is popular products, people drink wine. But the rise in raw material prices, rising consumption tax, make the beer company constantly losses, although the company has spent great efforts to introduce some new products, but are perishing before victory. The current products, image, bottle packaging, channel profit margins are very serious problems. In the face of golden month, snow and other shops to buy action, because of its lack of competitive products, there is no market cost frontier beer can only hope that the shop sigh. 2, dealers profitability is poor. The beer dealers mostly do the traditional circulation market, and do catering channels to service, more funds, and there is a great risk to run a single. The products of these distributors are mostly low-end products of Frontier beer, and many manufacture