中国啤酒业后规模化竞争之下的品牌战略

After under Chinese beer industry scale competition brand strategy

中国啤酒企业规模往往通过资本并购等扩张手段，获得规模竞争优势，但同时也要面对“品牌整合”的难题进行再思考。本文就此分析了我国啤酒业在追求规模化过程中出现并购热潮的种种问题，探讨了啤酒业品牌战略模式和整合策略。

The Chinese beer enterprise scale often and buys and so on the expansion method through the capital, obtains the scale competition superiority, but simultaneously also must face “ brand conformity ” must ponder. This article analyzed our country beer industry has and buys the upsurge in the pursue scale process all sorts of questions, discussed the beer industry brand strategy pattern and the conformity strategy.