MBA教育中心知识库

随着中国对外经济政策调整，中国的制酒产业特别是啤酒制造领域取得了巨大的进步和发展。相比其它类型的饮料来说，啤酒产品由于其价格低廉且口感清爽而受到广泛喜爱。从2003年起至今，我国已经成为世界上最大的啤酒生产国。兰州市是位于西部的一个重要城市，有着悠久的饮酒文化。然而在当前市场环境下，对于各种品牌的啤酒如黄河啤酒、青岛啤等都存在着非常大的竞争压力，使得这个地区的整体消费水平也在不断的提高当中。

本文选取青岛啤酒作为研究案例，采用问卷调研的方式来探讨其在兰州地区的销售表现，基于4P原理构建研究框架，深入剖析青岛啤酒在兰州的产品定位、定价策略、分销网络和推广活动等方面存在的不足之处。同时利用PEST分析法及波特五力模型对这个品牌的市场内外环境进行了全面梳理，并运用STP融合4P理论来解释如何构建适合兰州市民需要的营销策略，同时也给出了达到此目的需要采取的步骤和保障手段。

经过此次研究揭示出，青岛啤酒在兰州地区的销售过程中面临诸多挑战，包括产品高度相似、价位结构紊乱、仅有单一线路和传统模式等问题。作者对此进行了深入探讨并得出结论：产生上述问题的主要原因在于其产品的创意过于简单；定价方式缺乏灵活性；渠道管理的创新能力有限；促销手段不够全面等等。为了解决这一系列问题，作者运用了PEST及波特的五力模型来分析兰州地区的市场环境，结合STP战略确定企业在该地区的目标客户群体，进而提出了一系列建议，如提升产品口味多样性，优化包装设计；实施多层级的价格策略，满足各类消费人群的需求；加速渠道拓展，进一步细化各类型渠道；强化与顾客互动，推出独特且富有吸引力的促销活动等。此外，还提供了关于团队建设、组织架构调整以及规章制度改革的支持方案，旨在助力青岛啤酒在兰州地区取得更高的业绩。

After the reform and opening up, China's beer industry has made great progress. Out of all the different types of alcoholic beverages available, beer stands out as being more affordable and having a more refreshing taste, which has made it a favorite among the majority of consumers. Since 2003, China has held the title of being the leading country in the world for beer production. As one of the important cities in northwest China, Lanzhou has a good drinking culture since ancient times, but at present, the competition in the beer market in Lanzhou is very fierce, such as Yellow River beer, Qingdao, Snow, Budweiser and other flowers bloom. The competitive pressure of the whole beer market is increasing.

This paper examines the marketing situation of Tsingtao Beer in the Lanzhou market, utilizing the 4P theory as a research tool and employing questionnaire surveys and research methods to investigate. The analysis involves sorting through the marketing status and market environment of Tsingtao Beer in Lanzhou, using Tsingtao Beer as a case study. This paper delves into the internal and external market environment of Tsingtao Beer Lanzhou, utilizing PEST analysis tools and the Porter five-force model to uncover any issues with product, price, channel, or promotion. focusing on four key aspects of implementation.

Tsingtao Beer implemented a targeted marketing approach in the Lanzhou market, utilizing STP and 4P theories, along with proposing safeguard measures to ensure the success of Qingdao beer's marketing strategy in Lanzhou.

This study has revealed that Tsingtao Beer is plagued by a variety of issues, such as product homogeneity, an erratic pricing system, single channels and old channels; they attribute these to the single-product design concept, a stringent price-setting approach, inadequate channel management innovation, and an inadequate promotion guarantee. By analyzing the marketing environment of Tsingtao Beer in Lanzhou market, especially the PEST and Porter five-force model, and the STP strategy, the author proposes several countermeasures to enrich product flavor, improve product packaging, attract consumers at different levels, speed up channel layout, improve different channels, strengthen contact with consumers and carry out special promotion activities. Proposing personnel, organization and system to construct a more solid basis for Tsingtao Beer's advancement in Lanzhou market, all at once.