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1、品牌嫁接一中小啤酒企业的生存与发展之道FacedwiththeseyearsofChinesebeerindustty,itcanbedescribedasbustling・Foreignbeerisnotreconciledtothedefeatattheendoflastcentury.Largedomesticbeerenterprisestoadoptthestrategyoflowcostintheenclosuremovement,pricewar,theChinesebeermarketsituationis:toformcitynightclubsconsumptionch
2、aracteristicsofthemarketforforeignbrandstooccupy,cateringandmassconsumermarketischaracteristicofstrongregionalbeerbrandsdominate:whatismorethanYanjingBeernotnearforeigntycoon,thesedomesticfactorieshaveastrongregionalbeerbrandmarriedoroutreach,makemoneysmoothlydoneoreasilysolvedtheproblem.Whoisshor
3、tofmoneyandnodominantmarketofsmallandmedium-sizedbeermanufscturersalmosthavetobemarriedtonouglypoint,coupledwiththerecentpriceofwindblowingrawmaterials,forthemitisonedisasterafteranother・Inaddition,thestateregulations,since2005beerbreweryquotawateruse,leadingtothecostofbeermanufacturerswillincreas
4、eby3%Facedwithsuchacruelmarketenvironment,howtosurviveandbecomeasmallandmedium-sizedbeerenterprisesneedtosolvetheproblemurgeritly.AdoptingbrandgraftingstrategytoenterthecityfoodandbeveragemarketisthewayofsurvivalanddevelopmentofChinesesmallandmediumbeerenterprises・Oneofthemainreasonsforthecurrents
5、mallandmedium-sizedbeermanufacturersisthattheproductsarenotwell-known,andcannotbefavoredbyconsumers,sothatsalescannotbeopened,especiallyintheurbanmarketisnoonecares・However,inallthecityChinaatpresent,duetorelativelyfasttheseyearsofeconomicdevelopment,therapiddevelopmentofthecateringindustry,result
6、inginalargenumberofinfluentialinthelocalrestaurantchainshops,likeBeijingQuanjude,Tianjin,ChongqingandHotpotGoubuli,nationalchainYonghe,suchasKFCandMcDonald，s.Smallandmedium-sizedbeermanufacturerscateringbrandproductionwiththesegraftedbrandQuanjudeGoubulibeer,beer,beer,beer,HotpotYongheKingKFCandMc
7、Donald，sbeerbeerbeerandsoon,andmakesuretheseareonlythosecorrespondingcateringshopsselling・CanmakeproductsforsmallandmediumsizedbeermanufacturerstoenterastrongregionalbrandLEDCitymarket,atthesametimebecausetheyare
