PAGE\*MERGEFORMATI青岛啤酒品牌发展战略研究摘要当前全球经济处于一体化趋势之下，市场环境瞬息万变。如何保持企业的核心竞争优势，促进利润持续增长是全世界的企业都必须面对的课题。啤酒行业也身处于这样的境况，在面临目前中国酒类行业体量大、增速慢、盈利率低的情况下，谁能更好地生存下来，谁就能取得更大的收益，而在其中盈利能力起着关键性的作用。国内几大啤酒企业的生存方式各有差异，青岛啤酒是现在中国啤酒行业无论在国内还是国外最具价值的啤酒企业，它的成功在于其与时俱进的品牌发展战略。本文以品牌战略管理理论为指导，以国内啤酒行业的发展现状为背景，以青岛啤酒品牌的发展为研究对象，分析了青岛啤酒品牌在国内和国际上遇到的问题和挑战以及提出的建议。突出强调了青岛啤酒坚持实施的不断创新品牌发展战略给其带来的蓬勃生机与机遇，从而为其他企业经营提供一定的思路借鉴。关键词：青岛啤酒；品牌；品牌发展战略PAGE\*MERGEFORMATIITsingtaobeerbranddevelopmentstrategyresearchAbstractTheworldeconomyisglobalization,marketvaryfromminutetominute.Howtomaintainthecompany'scorecompetitiveadvantage,promotesustainableprofitgrowthistheworld'senterprisesmustfacetheissue.Beerindustryalsoisinsuchcircumstances,inthefaceofthecurrentChinaliquorindustry,largesize,slowgrowth,profitabilityislow,whocanbettersurvive,profitabilityplaysakeyrole.Profitabilityincludescompaniesownedbythechannelprofitabilityandbrandpremiumabilityetc..Severalmajordomesticbeerenterprisessurvivalwayisdifferent,TsingtaoBreweryisnowChinesebeerindustrybothathomeandabroadthemostvaluablebeerenterprises,anditssuccessliesinitsbranddevelopmentstrategyofkeepingpacewiththetimes.Basedonbrandstrategymanagementtheoryastheinstruction,itsbackgroundofdomesticbeerindustrydevelopmentpresentsituation,tsingtaobeerbranddevelopmentastheresearchobject,analysesthetsingtaobeerbrandinthedomesticandinternationalproblemsandchallenges,andSuggestionsareputforward.HighlightedthedevelopmentstrategyofQingdaobeerinsistontheimplementationofinnovativebrandforitsvigorousvitalityandopportunities,thusprovidingsomeideasforreferenceforotherenterprises.Keywords:TsingtaoBeer；brand；branddevelopingstrategyHYPERLINK\l_Toc7141目录TOC\o"1-3"\h\uHYPERLINK\l_Toc5343引言PAGEREF_Toc53431HYPERLINK\l_Toc16173一、国内啤酒行业品牌发展概况PAGEREF_Toc161731HYPERLINK\l_Toc5351（一）国内啤酒行业品牌发展现状PAGEREF_Toc53511HYPERLINK\l_Toc19708（二）国内啤酒行业品牌发展趋势PAGEREF_Toc197082HYPERLINK\l_Toc4962二、青岛啤酒品牌国内发展战略分析PAGEREF_Toc49623HYPERLINK\l_Toc2584