品牌嫁接--中小啤酒企业的生存与发展之道（The survival and development of brand grafting -- small beer enterprises）.doc

品牌嫁接--中小啤酒企业的生存与发展之道（The survival and development of brand grafting -- small beer enterprises） In the face of Chinese beer industry these years, it is lively and extraordinary. Foreign beer not reconciled to defeat on the end of the century, change the strategy to bring capital to the Senate, holding the domestic beer business operation comeback. Large domestic beer enterprises to adopt the strategy of low cost in the enclosure movement, price war, the Chinese beer market situation is: to form city nightclubs consumption characteristics of the market for foreign brands to occupy, catering and mass consumer market is characteristic of strong regional beer brands dominate; what is more than Yanjing Beer not near foreign tycoon, these domestic factories have a strong regional beer brand married or outreach, make money smoothly done or easily solved the problem. Who is short of money and no dominant market of small and medium-sized beer manufacturers almost have to be married to no ugly point, coupled with the recent price of wind blowing raw materials, for them it is one disaster after another. In addition, the provisions of the state since 2005 beer water quota, leading beer manufacturers cost will increase by 3%....... In the face of such a brutal market environment, how to survive and become small and medium-sized beer enterprises need urgently solve the problem. The brand grafting strategy, into the food and beverage market city, is the survival and development of small and medium-sized beer enterprises Chinese. The small and medium-sized beer manufacturers a major reason is that the product is not well-known, not consumers, thus market open, especially in the city is No one shows any interest in the market. However, in all the city China at present, due to relatively fast these years of economic development, the rapid development of the catering industry, resulting in a large number of influential in the local restaurant chain shops, like Beijing Quanjude, Tianjin