The research purpose is to identity that how
to implement effective brand strategy for Chinese beer industry。The
whole project will be divided into three parts:
The first part is to identity that implementing brand strategy is very
important to Chinese Beer enterprise currently.（Analyze Chinese beer
market situation）
The second part is that comparison with main competitor brand
strategy. To find out that how brand strategy was implemented by
competitor.
According to previous research and analysis, The final part is that I
will give some suggestion on how Chinese Beer enterprise should
develop their brand strategy and detail tactic. (For example, brand
expansion, brand mergers, Brand Maintenance)
Objective:
1. Establish the necessary for implementing brand strategy of Chinese Beer enterprise. (Analyze Chinese beer market situation).
2. How customer profiles affect brand strategy implementing?
3. Identify competitive forces including competitive rivalry affecting brand strategy of Chinese beer enterprise.
4. To suggest critical factors to be considered by Chinese beer
enterprise for making brand strategy.
Procedures:
(1) Using PEST analysis tools.
(2) Step: a. Qualitative data techniques (using Documents, for example
contracts, business correspondence, publicity material, financial英语论文网 【http://www.51lunwen.org】>information.)
b. Quantities data techniques (using questionnaires. The
interviewers will be the supervisor of Chinese Beer Company)
c. Case study. (Analyze main competitor.)
(3) The further collection method will be mainly adopted, i.e. through
the use of the Internet. It will be able to find the invaluable
primary sources - the various business journals, e.g. Business Week,
Forbes, and China Business, etc. Commentaries regarding the cases also
can be found in the same way. Theoretical aspects regarding the framework will be extracted from relevant textbook and related academic journals.
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论文编号：
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