摘要
Harbin Brewing Group, located in Harbin, one ofC hina’sn orthernmosta ndc oldestc ities,i st hef irst beer brewery in China. In its history of over 100 years, its Harbin beer has been sold almost only in China’s northeastern provinces surrounding its birthplace. But nowadays, people dining at various restaurants and bars in many southern cities, including Shanghai and Nanjing, can enjoy its flavor. Indeed, Harbin beer is kicking off an expan- sion to the south of China in the purpose of changing the impression that it only sells in north China and making it a brand nationwide. Carrying out the campaign is Anheuser-Busch (AB), the world’s No. 1 brewer by volume. AB Corporation has been in China for solid 11 years. The market share is mainly obtained by its topbrand Budweiser beer. Two years ago, AB acquired Harbin Brewery, aiming to transform the local brand to an AB-style beer giant nationwide. According to AB’s marketing strategy, Harbin beer will be found in more southern Chinese cities in 2007 through Budweiser’s sales channel. It is obvious that AB’s strategy in China concentrates on two busi- nesses - building a world No. 1 Budweiser and enter- ing the mid and high-end beer markets by seeking partnerships with prestigious Chinese breweries like Tsingtao beer and Harbin beer. Topping the agenda is to build a brand for Harbin beer in the South, with outlet display and restaurant cooperation being the most efficient ways. As a matter of fact, brand building has always been a crucial factor thathelps AB secure the top position in China.
Harbin Brewing Group, located in Harbin, one ofC hina'sn orthernmosta ndc oldestc ities,i st hef irst beer brewery in China. In its history of over 100 years, its Harbin beer has been sold almost only in China's northeastern provinces surrounding its birthplace. But nowadays, people dining at various restaurants and bars in many southern cities, including Shanghai and Nanjing, can enjoy its flavor. Indeed, Harbin beer is kicking off an expan- sion to the south of China in the purpose of changing the impress...
