中国啤酒区域化竞争浅析

Analysis of the regional competition in China beer industry

中国啤酒市场已经进入成长后期的调整期，生产资源的合理组合配置将对行业的发展起着至关重要的作用，一场啤酒行业内的“洗牌运动”正风起云涌。

China beer industry has stepped to the stage of adjustment. The appropriate allocation of resources will play a vital part to the industry development. At present, the increase rate of beer consumption is falling; supply and demand can not achieve balance; the industrial concentration is still at a low level, resources are not integrated and the manufacturers' loss is increasing; also international brands entering into China market puts great pressure on domestic enterprises. Since 2000, China beer industry has been emerging a number of national wide enterprises. They gain their market position with capital. However, given that the integration is still under transition period, the national wide enterprises are facing a key issue that is how to enhance the competency by the means of brand integration, as well as profitability improvement. In fact, the marketing strategy of regional profit is a key challenge. The external environment of beer enterprises' regional marketing has changed greatly. Firstly, consumption. The consumer preference for beer taste is tending to bland. The efficiency of publicty concept is declining. Secondly, economy. Consuming ability is rising and the level of consumption continues to rise. Thirdly, distribution channel. The importance of hotel is becoming increasingly clear. Distribution channels are becoming more complicated. Fourthly, competition. Strategy can hardly be a factor of winning competition because it can be learned and used quickly by rivals while resources allocation becomes very important. There are four steps to adjust internal elements for beer enterprises' regionalization. First of all, the enterprises should select strategic positioning properly. Secondly, make proper market layout and specific plans for each market sector. Also, make strategy for marketing mix and apply appropriate 4P strategies for individual market. Finally, allocate resources properly.