哈尔滨啤酒事件营销策略分析

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1、AbstractAlongwiththeeconomyrevolutionaryinChina,beerindustryhasbeendevelopedfast.Foreigninvestmentstookpartintheintegration,andmakeitfastertothenextstep.Nowthereareseverallargebeergroupscontroltheindustry,andtherearehundredsofbeerbrands.Undertheintenselycompetitionenvironment,allthecompaniesa

2、rethinkingaboutthewaytodevelopandthemarketingstrategies.ThearticleuseeventmarketingandrelevanttheoriestoanalyzeHarbinbeerWorldCupeventmarketingactivities.Thearticlegatherseventmarketingtheoriesandintroducesthemeaning,thedevelopment,thecharacters,andmode.Forthebeerindustry,thearticlefirstlyana

3、lyzestheindustrystatusandthetrendofdevelopment.Itpointsoutthatthelargeenvironmentoftheindustryintegrationandthetrendoftheindustrywillbemoreconcentrated.Fromthemacroscopicside,itanalyzesthefactorswhichwillinfluencethedevelopmentoftheindustry.ThearticleintroducesandanalyzesthemaincompetitorsofH

4、arbinBeerandfindstheopportunitiesandchallenges.ThearticleappliesresearchonthetopicofHarbinBeersponsortheWorldCup.TheinfluenceofWorldCupisindubitable.HarbinBeershoulduseitsworldwideinfluencetoimplementmarketingeventsinordertopromoteitsbrand・ThearticleanalyzestheWorldCupeventmarketingactivityco

5、ntent,implementscontrolandeffectevaluation.Finally,thearticlegetssomeconclusions.TheWorldCupeventmarketingwassuccessful,notonlyupgradethebrandbutalsoimprovethesalevolume.Eventmarketingcan'tbeimplementedwithoutthebigevent,eventhecompletelymarketingstrategyandtheperfectexecution.Keywords:Harbin

6、Beer,eventmarketing,applyresearch摘要IAbstractII第1章绪论11」选题背景及研究意义11.1.1选题背景11.1.2研究意义21.2事件营销理论及发展现状21.2.1事件营销的内涵21.2.2事件营销的发展历程31.2.3事件营销的特征41.2.4事件营销的模式41.3木文主要结构5第2章啤酒行业现状与竞争对手分析72.1啤酒行业现状及发展趋势72.1.1啤酒行业现状72.1.2啤酒行业发展趋势92.2行业发展宏观环境分析（PEST分析）102.3主要竞争对手分析132.3.1青岛啤酒市场分析132.3.2燕京啤酒市场分析142.3.3华

7、润雪花啤酒市场分析142.4木章小结15第3章哈尔滨啤酒营销现状163.1哈尔滨啤酒简介163.2哈尔滨啤酒营销现状163.2.1产品结构分析163.2.2价格体系分析173.2.3分销渠道分析183.2.4促销分析193.3哈尔滨啤酒营销SWOT分析193.3.1优势分析203.3.2劣势分析213.3.3机遇分析223.3.4威胁分析233.4本章小结24第4章哈尔滨啤酒世界杯事件营销应用研究254」世界杯对哈尔滨啤酒营销的价值254.1.1世界杯的影响力254.1.2哈尔滨