2014 年行业出现转弯点，国内啤酒销量出现二十多年来首次负增长，啤酒产量
同比下降千分之九点六。行业同时也在进行扩张，过去以往实现增长的模式是快速收
购扩张公司，这种方法已经被时代淘汰。正在改变的还有消费者对啤酒市场需求。未
来的市场新趋势主要集中在推出高端产品和价格定位上；包装的改变对高档啤酒的销
量有关键影响因素，所以包装上的创新给企业带来新的机会。易拉罐啤酒同时也是市
场前景良好，有大的潜力发展空间，得到广泛运用。未来的啤酒在中、低档中出现瓶
装酒的概率也大大降低。新兴渠道的发展最近期的就是电子商务。通过与互联网的结
合，挑战和机会并存的啤酒行业，青岛啤酒需要重新重视这种营销模式的发展。积极
适应环境的变化，改变以往的旧模式，实现企业与时俱进创新发展
本文首先叙述了对啤酒行业的发展以及行业所处环境发展分析，作为研究背景
紧接着论述了青啤辽宁市场营销策略理论意义和实践研究意义，分类总结了及国内外
相关学者的研究成果。包含了几个方面：品牌国际化的发展、渠道的营销、体育营销、
以及品牌的营销。将 STP 理论、4P 理论作为研究基础和理论指导。总结出了辽宁分
公司整体营销环境、现阶段的营销状况、以及营销管理中存在的问题，进行了详细的
分析。最后运用 4P 理论就辽宁分公司营销策略进行了总结，结合 STP 理论对辽宁分
公司所处的环境展开分析，并运用 SWOT 归纳出公司所面临的问题。找出其成功优势、
劣势不足，提出针对性对策意见，并从产品品牌策略、渠道策略、价格策略、促销策
略等方面制定了适合辽宁分公司发展的市场营销策略
关键词:青岛啤酒，营销策略， SWOT，4P 策略II
Research on marketing strategy of Tsingtao Brewery
Liaoning branch
Abstract
Tsingtao Brewery won the first place in Chinese beer industry for 14 consecutive
years with brand value of 129 billion 762 million yuan in 2017. Accounted for 18% of the
market share, ranking second in the country. To get such a leading position, it is
inseparable from the successful marketing strategy of the previous enterprises. However,
the marketing environment faced by the company has changed greatly, and the marketing
strategy should be adjusted in time.
In 2014, there was a turning point in the industry. Domestic sales of beer dropped for
the first time in more than two decades and beer production dropped 9.6% from a year
earlier. The industry is exaggerating at the same time. In the past, the pattern of growth in
the past was the rapid acquisition of expansion companies. This method has been
eliminated by the times. What is changing is the consumer demand for the beer market.
The new market trends in the future are mainly focused on the introduction of high-end
products and price positioning; changes in packaging have key influencers on the sales of
premium beer, so innovations in packaging bring new opportunities for the business. Cans
beer is also a good market prospects, there is great potential for space for development, has
been widely used. The future of beer in the low-grade appear in the probability of bottled
wine is also greatly reduced. The most recent development of emerging channels is
e-commerce. Tsingtao Brewery needs to re-emphasize the development of this marketing
model through the beer industry that combines with the Internet, challenges and
opportunities. Actively adapt to changes in the environment, change the old model of the
past to achieve enterprise innovation and development with the times.
This article first describes the development of beer industry and industry environment
development analysis, as a research background. Then it discusses the meaning of
Tsingtao-Liaoning marketing strategy theory and practical significance, summarizes the
research results of relevant scholars at home and abroad. Contains several aspects: the
development of international brands, marketing channels, sports marketing, and brand
marketing. The STP theory, 4P theory as a research foundation and theoretical guidance.III
Summed up the overall marketing environment of Liaoning Branch, the current state of
marketing, as well as marketing management problems, conducted a detailed analysis. At
last, this paper summarizes the marketing strategy of Liaoning Branch by 4P theory,
analyzes the environment of Liaoning branch with STP theory, and sums up the problems
facing the company by using SWOT. Find out its advantages of success, disadvantages, put
forward countermeasures and suggestions, and from the product brand strategy, channel
strategy, price strategy, promotion strategy developed for Liaoning branch of the
development of marketing strategy.
Key words: Tsingtao Brewery, marketing strategy, SWOT, 4P strategyIV
目录
摘要...1
Abstract......... II
第 1 章 绪论.1
1.1 研究背景 ..... 1
1.2 研究意义 ..... 2
1.2.1 理论意义 ....... 2
1.2.2 现实意义 ....... 3
1.3 国内外研究动态 ..... 4
1.3.1 国外研究动态 ........... 4
1.3.2 国内研究动态 ........... 5
1.4 研究内容和研究方法 ......... 8
1.4.1 研究内容 ....... 8
1.4.2 研究方法 ....... 9
1.5 研究的特色与创新点 ......... 9
1.6 本章小结 ...... 9
第 2 章 基本理论概述.......10
2.1 营销管理过程 ....... 10
2.2 STP 分析 .... 10
2.3 市场营销组合策略 ........... 11
2.4 本章小结 ... 13
第 3 章 青岛啤酒辽宁分公司市场营销现状.......14
3.1 青岛啤酒辽宁分公司概况 ........... 14
3.1.1 青岛啤酒公司概况 .. 14
3.1.2 青岛啤酒辽宁分公司概况 . 14
3.2 青岛啤酒辽宁分公司营销策略存在问题 ........... 15
3.2.1 产品问题分析 ...
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