重庆啤酒集团调查报告.doc

摘 要这篇文章从研究分析品牌战略对于企业发展的意义着手,肯定了品牌战略不可或缺的重要性,并指出现代企业谋求长远发展,必须实施以品牌战略为核心的企业战略。但同时,又提出了一个严峻的问题——目前中国品牌在世界上的影响力微乎其微!改革开放后的年时间里,中国品牌应该进行什么样的努力?文章针对它所引发的疑问,以一个中国品牌的实力代表——啤酒作为研究主体,对问题进行了详细的剖析。在整个问题分析过程中,文章试图寻求一条解决问题的途径最后,文章重点研究并提出了啤酒品牌战略的重塑方案。在最后的环节中,文章以“品牌战略=品牌化决策+品牌模式选择+品牌识别界定+品牌延伸规划+品牌管理规划+品牌愿景设立”为理论模型基础,详细提出了啤酒在“构建产品层次体系、品牌的深度挖掘和外延扩展、制定市场营销策略的原则、企业愿景、啤酒品牌的管理机制、品牌危机管理机制”等方面的品牌战略建议。????This article from the research and analysis for enterprise development, brand strategy, meaning to proceed, affirmed the essential importance of brand strategy, and pointed out that the modern enterprise to seek long-term development, we must implement brand strategy, the core business strategy. At the same time, also raised a serious question - Brand Chinas influence in the world, very little! Reform and opening up 30 years, Chinese brands should be what kind of efforts? Article for the questions it raises in order to on behalf of a Chinese brands strength - Chongqing Brewery as a research subject, for a detailed analysis of the issue. Throughout the problem analysis process, the article attempts to find a solution to the problem. Finally, the article focuses on and proposed remodeling in Chongqing beer brand strategy programs. In the final session, the article to brand strategy + branding = branding the decision-making mode selection + definition + brand extension brand identity brand management plan + planning + Brand Vision set up a theoretical model for the foundation, provided details on the Chongqing Beer in the Building product-level system, the depth of excavation and extension of the brand extension of the principle of development of marketing strategy, corporate vision, Chongqing beer brand management mechanism, the brand crisis management mechanism and so on brand strategy recommendations.一 概述 （一）公司简介 重庆啤酒（集团）有限责任公司以啤酒为主业，致力于啤酒、饮料以及相关产品的生产和研发。经过近50年的不断发展，公司由建厂之初的总资产60万元，发展成拥有资产近43亿，集啤酒、饮料、生物制药于一体的大型企业集团，公司拥有28家啤酒分、子公司，分布于重庆、四川、贵州、江苏、湖南、浙江、安徽、广西等地，啤酒年生产能力突破280万吨。 公司设备先进，技术力量