摘 要
啤酒低端品牌的时代己经走向了尽头,市场严重饱和,利润空间不断压缩,许多企
业频频被曝资不抵债。啤酒的未来何去何从据报道仅占啤酒市场9%份额的外资品牌,
在高端市场上却占有90%以上的份额,而且其利润空间仍在继续提升。至此,啤酒欧亿·体育（中国）有限公司
的风向开始向高端市场转移。但各国品牌在奋力向高端市场前行时,似乎没有谁注意过
德国品牌这支生力军。

新市场环境下不仅生产企业面临战略抉择的问题,而且整个啤酒供应链都受到了冲
击。面对风起云动的市场,下游的经销商迷茫是否应该坚持以往的销售路线,还是应该
选择其他产品。销售高端产品必然带来成本和风险的增加,但销售低端产品没有什么未
来可言。在市场前景不明众多经销商鋳躇不前时,德瑞兴啤酒经销有限公司果断选择了
德国品牌。为什么德瑞兴要选择德国啤酒这类啤酒符合现在人旳需要吗德瑞兴将制
定怎样的战略导向以及未来产品将以什么样的品牌形象,通过什么渠道与消费者见
面带着在这些问题,本着将营销的理论知识和实践相结合的原则,从企业、竞争对手、
市场和产品四个角度进行全方位的分析和探索,找到上述问题的答案,制定一份详细的
喜玛仕啤酒营销策划案。

为了适应产品、市场的需要,德瑞兴应从战略的高度改变企业原有的营销观念,明
确企业所处的位置,加强全方位的信息资源的分析和整合,充分利用和扩大自己的优势,
明确消费者的需求和产品的特性,制定新的战略,实行新的营销手段,从而实现产品和
市场的有效对接。

关键词:德瑞兴公司;喜玛仕啤酒;营销战略;4P策略
Abstract
The era of low-level brand of beer has been toward the end. The market is heavily
saturated and profit margins continue to be compressed. Many low-level beer brands
frequently traced insolvent. The industry of beer in mergers and acquisitions booms. Where
the beer brands go in the future It is reported that foreign brands accounted for only 9% of
the share of the beer market, but in the high-level market they owned more than 90% share,
and there exists plenty of room where profit is improved in the high-end market. The industry
giants are eyeing a piece of fat, and vigorously develop the high-end market. National brands
are struggling to move forward to the high-level, it seems that no one ever noticed the
German brand new force.
The impact of changes in the environment is all aspects, not only problems facing
strategic choice, the dealer is the same in to select sales what products and anguish. Sales of
high-end products will inevitably bring about increased costs and risks, but the sales of
low-end products there is no future to speak of. When the wind moves in the beer market,
Delong Beer Company chose a German brand. Why does Delong select the German beer
Meet the needs of the people, this type of beer it Delong will develop what strategic
direction As well as future products will be what kind of brand image, through what
channels and consumers meet With a full range of analysis and exploration on these issues,
in line with the principle of combining theoretical knowledge and practice of marketing, from
four perspectives of the enterprise, competitors, market and product, to find the answers to
these questions,develop a detailed new marketing plan.
In order to adapt to the needs of the product, market, Delong change should be a strategic
height original marketing concept, a clear corporate location,strengthen the analysis and
integration of the full range of information resources, make full use of and expand their own
advantage, clear consumer the needs and characteristics of the product, to develop new
strategies, the implementation of a new marketing tool, in order to achieve effective products
and markets docking.
Key Words: Delongxin Company; Hofbrau Beer; Marketing Strategy; 4P&39;s Strategy