差异化营销策略及应用（百威）.docx

百威啤酒在中国市场的差异化营销策略及应用 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2 摘要 随着中国国民经济的快速发展，啤酒行业进入快速整合阶段，青岛、燕京、华润等品牌纷纷做出战略布局，作为外资品牌的百威啤酒如何有效地在中国市场上制定营销策略成为百威啤酒发展的重点。同时，消费者需求、偏好也呈现多样化的趋势。因此，依据中国啤酒行业发展的基本情况，明确目标市场，制定百威啤酒在中国市场营销策略对百威在中国的发展非常必要。 目前，百威啤酒在中国的制定营销策略已存在一些明显的问题，如百威啤酒营销渠道过长、稳定性差、费用高，市场定位单一等，严重影响了百威啤酒在中国的发展。究其原因在于中国国民经济快速发展带动了啤酒行业的快速发展变化，如中国啤酒市场的市场规模、市场份额竞争、资本竞争、品牌竞争、工艺技术竞争以及社会文化环境等方面变化。因此，需要百威啤酒及时地在中国市场做出战略调整。 通过对百威啤酒在中国市场营销问题的研究可以得到以下启示：特别是对于国际知名啤酒品牌在中国市场的营销，应根据变化较快的中国市场需求和竞争环境等，（1）适时调整市场定位，由高端市场向中高端市场转移；（2）相应的营销策略，应不断适应环境变化进行调整，提高本土化程度。 关键词：百威啤酒；营销策略；市场营销 Abstract With the rapid development of Chinas national economy, the beer industry has entered a stage of rapid intergration, the brands of Qingdao, Yanjing and Huarunhave made the strategic layout. Theimportant focus for Budweiser Beer as a foreign brandis how to effectively develop marketing strategiesin the Chinese market. Meanwhile, consumer’sdemandand preferences also show the trend of diversification. Therefore, it is necessary to clear target market and then develop marketing strategy in Chinese marketof Budweiser Beeron the fundamental basis for the development of Chinas beer industry. There are some obvious problemson Budweiser develop marketing strategies in Chinese market, such as the longBudweiser marketing channels, poor stability, high cost and a single market positioningetc.these problems have seriously affectedthe development of Budweiser beer in China.Therefore, Budweiser beerneeds to timelymake strategic adjustments in the Chinese market. From this paper, wecan get the following revelation: according to the rapid changes in the Chinese market demand and competitive environment, theinternational well-known beer brands in Chinese marketshould(1) timely changemarketpositioning phase from the high-end markettomidrange and high-end market; (2) continue toimprove marketing strategiesin order to adapt to environmental changesandmake adjustments to improve the degree of localization. Keywor