随着国内市场经济的繁荣发展，各行业市场领域竞争加剧，国内啤酒市场竞 争达到了白热化阶段，国内大型啤酒厂商占据了主要地位，国外啤酒企业也看准 了中国啤酒市场的规模和前景，纷纷进入中国啤酒市场进行布局。由于中国的特 殊国情，还有很多区域的啤酒市场被地方啤酒企业垄断。在中国的啤酒市场中， HR 啤酒长期占据销量排行榜的首位，HR 啤酒集团是专门从事啤酒制造的全国性 企业。不过虽然 HR 雪花啤酒的销量在国内遥遥领先，但是其利润率在行业中并 不突出，还有很大的上升空间。近些年来，随着 HR 雪花啤酒在市场上的认可度 逐渐提升，其销量实现了跨越式增长，带动了企业品牌在大众的影响力提升。在 2014 年，受到国内经济形势的影响，整个啤酒行业进入到调整期，这在一定程 度上影响了 HR 雪花啤酒的产量。因此，对 HR 雪花啤酒公司的营销策略展开探讨 和研究，分析当前的营销策略中存在的不足之处，对营销方案进行修改优化，可 以有效的促进 HR 雪花啤酒公司的利润率，制定合理的产销量，从而进一步的占 有市场，提高盈利。 啤酒市场逐渐走向高端是市场经济发展的趋势，虽然雪花啤酒拥有着很高的 市场占有率，但是其品牌一直没有打响，提及啤酒，很多用户的第一印象就是青 岛啤酒，百威啤酒。甚至最近从新进入啤酒市场的哈尔滨啤酒，其品牌影响力都 比雪花要强。在啤酒市场中，雪花的销量遥遥领先，但是其对品牌影响力的打造 确实非常疲软，没有创新的产品设计，打造的仍然是老旧的品牌，这些在一定程 度上限制了其对新兴啤酒用户市场的占领，特别是如今新兴的年轻群体市场。雪 花啤酒旗下有多种子品牌，其中最为核心的就是雪花勇闯天涯系列，该系列啤酒 在各地区中的销量都是遥遥领先。该系列的啤酒定位的目标人群就是年轻人 （18-35 岁），这批用户也是各大啤酒厂商抢占的主要客户群体，能不能将这批 客户群体占有，直接关系到啤酒企业的未来发展。所以对雪花勇闯天涯啤酒系列 的营销策略进行分析探讨，对其中不合理的地方进行修改，提出更加有针对性的 解决措施，确保该核心啤酒系列能够在激烈的市场竞争中保持不败之地，也是为 了保证雪花啤酒在未来得到长期有效的发展。 本论文从 6 个方面给出市场策略上的调整建议，包括：1.产品的定位；2. 产品组合；3.啤酒的价格体系；4.产品的渠道建设；5.产品促销政策；6.品牌推广。通过在这 6 个方面的营销策略调整，提升雪花啤酒在市场中的竞争力，扩大 雪花啤酒的品牌影响力，提升雪花啤酒的产销量，提高雪花啤酒的盈利。本论文 的相关建议能够帮助 HR 雪花啤酒公司完善营销策略上的不足，提升该公司在市 场中的竞争优势，并且通过分析啤酒市场中相关竞争企业的相应运营策略，可以 有效的提供给 HR 雪花啤酒公司作为参考借鉴。 关键词：HR 雪花啤酒；高端市场；营销策略Abstract With the prosperity and development of the domestic market economy, the competition in various industries has intensified, and the competition in the domestic beer market has reached a white-hot stage. The domestic large beer manufacturers have occupied the main position, and foreign beer enterprises have entered the Chinese beer market one after another, seeing the scale and prospect of the Chinese beer market. Due to China's special national conditions, the beer market in many regions is monopolized by local beer enterprises. In China's beer market, China resources beer group, a national brewer specializing in beer, has long held the top spot. However, although the sales volume of cr snow beer is far ahead in China, its profit margin is not outstanding in the industry and there is still a lot of room for improvement. In recent years, with the gradual improvement of the market recognition of China resources snow beer, its sales volume has realized a leapfrog growth, which has promoted the influence of enterprise brands in the public. In 2014, affected by the domestic economic situation, the whole beer industry entered a period of adjustment, which to some extent affected the output of cr snow beer. Therefore, to explore and study the marketing strategy of China resources snow beer company, analyze the deficiencies in the current marketing strategy, modify and optimize the marketing plan, can effectively promote the profit margin of China resources snow beer company, establish a reasonable production and sales volume, so as to further occupy the market and improve the profitability. It is the trend of the development of the market economy that the beer market is gradually moving towards the high end. Although snow beer has a high market share, its brand has not been popular. When it comes to beer, many users' first impression is tsingtao beer and budweiser beer. Even Harbin, which recently re-entered the beer market, has a stronger brand than snow. In the beer market, snowflake's sales volume is far ahead, but its brand influence building is indeed very weak, no innovative product design, the creation of old brand, which to some extent limits its occupation of the new beer user market, especially the emerging young market. Snow beer has anumber of seed brands, among which the most core is the snow brave world series, the series of beer sales in all regions are far ahead. The target population of this series of beer is young people (18-35 years old), and these users are also the main customer groups that are occupied by major beer manufacturers. Whether this group of customers can be occupied is directly related to the future development of beer enterprises. So for snow globe trekker series analysis, this paper discusses the marketing strategy of beer, some unreasonable places in change, put forward the solutions of more targeted, ensure that the core series beer can keep the invincible position in the intense market competition, but also to ensure the snowflakes beer get long-term effective development in the future. In this paper, Suggestions on market strategy adjustment are given from 6 aspects, including: 1. Product positioning; 2. 2. Product portfolio; 3. The price system of beer; 4. Product channel construction; 5. Product promotion policies; 6. Brand promotion. Through the adjustment of marketing strategies in these six aspects, the competitiveness of snow beer in the market can be improved, the brand influence of snow beer can be expanded, the production and sales volume of snow beer can be improved, and the profit of snow beer can be improved. The relevant Suggestions in this paper can help cr snow beer company to improve the deficiencies of marketing strategy, improve the company's competitive advantage in the market, and by analyzing the corresponding operation strategies of relevant competitors in the beer market, can effectively provide cr snow beer company as a reference. Key words: Cr snow beer; high end market; marketing strategy目录 第 1 章 绪论.......................................................................................................................................1 1.1 研究背景...............................................................................................................................1 1.2 研究意义...............................................................................................................................2 1.3 研究的方法与内容...............................................................................................................2 1.3.1 研究方法...................................................................................................................2 1.3.2 研究内容...................................................................................................................2 第 2 章 理论基础与文献综述...........................................................................................................3 2.1 相关概念...............................................................................................................................3 2.1.1 市场营销....................................................................................................................3 2.1.2 营销管理....................................................................................................................3 2.1.3 啤酒高端市场概念界定.......................................................................................... 4 2.2 主要理论-- 4P 营销组合策略....................................................................................4 2.3 分析工具 -- SWOT 分析方法.........................................................