-百威啤酒營銷策略分析

-2-ChapterOneIntroductionBudweiserwasbornin1876byAdolvers.Buschfoundedtheproject.Usingthebestqualityofpurenaturalmaterialfermentation.Itsexcellentqualityhaswonthefavorofconsumersallovertheworld,andbecometheworld'sbest-sellingandbest-sellingbeer,knownasthe"kingofbeer".In1876,AdolphusBuschworkedwithhisfriendstocreateanewbeerbrand,whichhassurvivedformorethanacentury.After1901,theirbrewingcompanyproduced1millionbarrelsofbeer,greatlyoutcompetingitsrivalcompany,andsincethenbecamethelargestbeercompanyintheUnitedStates.Anheuser-Buschistheproductoftheextraordinarymarriagebetweenthetwofamilies.Sincethebirthofthecompany,ithasbeenastrongfamilycolor.Thepositionofchairmanandpresidentisalwaysheldbythecoremembersofthefamily.ThistraditionhasbeenprovedtobethebasisandguaranteeofthesuccessofBudweiserbeertoday.In1913,BudweiserfounderAdolphusBuschdied,andhissonAngustbecamethesecondpresident.Duringhistwentyyearsatthecompany,heenduredaseriesofmajortests,firstinWorldWarI,thenthenationalProhibitioninthe20s,andfinallytheGreatDepressionintheWesternworld.ItwasthemostdifficultperiodinBudweiser'shistory,whenthecompanywasforcedtointerruptbeerproduction.Togetoutofthewoods,Angustlaunchedaseriesofalcohol-freedrinks(includingalcohol-freeBudweiser),andbeganmakingtrucksandfreezers,wort,icecream,andyeast.Prohibitionwasrepealedin1933,andthecompanyimmediatelyresumedbeerproduction.In1934,AdolphusBuschIIItookoveraspresidentafterthedeathofhisfather,andunderhisleadership,Budweiserproducedtherecord2millionbarrels,breakingthe21-yearrecordof1.6millionbarrels.Thefollowingyear,bottledandcannedbeersurpassedbottledbeerforthefirsttime;aftertheendofWorldWarII,Budweisermadeanumberofsignificantdevelopments,building12newbreweriesandlaunchingnewbrandsincludingBusch.TheresearchpurposeofthispapertotheBudweiserbeermarketingstrategyasthecenter,atthesametimetotheenterprisebackgroundofBudweiserbeerandthedevelopmentofBudweiserbeeranalysis,detailedofBudweiserbeerenterpriseadvantagesanddisadvantages,competition,andopportunitiesonmultipleaspectssuchasSWOTanalysis,andthenthroughtheactualcaseperfecttheanalysisresultsandthefuturedevelopmentandmarketingstrategygivepersonalroughadvice.ChapterTwoBusinessBackgroundAsabigbeerbrand,Budweiserhasalsostruggledwithdifficulties,andthischapterwilldescribeitindetail.2.1TheDevelopmentProcessofBudweiserBeer"Budweiserisaworld-famousbeerbrand,wasbornintheUnitedStatesin1876,thefounderisAdolphusBusch,thecompanyisheadquarteredinSt.Louis,Missouri.BudweiserofficiallyenteredtheChinesemarketin1995,andoccupiedanabsolutedominantpositioninthesuper-high-endbeermarketwithitsexcellentquality."[1]56Ithaswonthefavorofconsumersallovertheworldwithitspuretasteandexcellentquality.Ithasbecomethebest-sellingandsellingbeerintheworld,andhaslongbeenknownasthe"Kingofbeer".By2020,Budweiserhadranked21stintheGlobal200byForbes2020.2.2BudweiserBeerEnterpriseOverview"ABInBevisapubliclytradedcompanybasedinLeuven,Belgium.ABInBevistheworld'sleadingwinemakerandoneoftheworld'stopfiveconsumergoodscompanies.Asalarge,consumer-centric,sales-drivencompany,ABInBevoperatesmorethan200brands,TheseincludeBudweiser,Times,Bakerbeerandotherglobalflagshipbrands;Leffe,Hoegaardenandotherrapidlygrowingmultinationalbest-sellingbrands;AndBudLight,Skol,Brahma,Quilmes,Michelob,HarbinBeer,XuejinBeer,Klinskoye,Sibirskaya,SibirskayaKorona,Chernigivske,Jupilerandotherlocalstarbrands."[2]57Inaddition,thecompanyowns50%oftheGrupoModeloCompany.GrupoModeloIsMexico'sleadingbeermakerandtheworld-renownedowneroftheCoronabeerbrand.Atthesametime,thecompanyhasitsownuniquecorporateculture："Excellentemployeesarethemostvaluableassetsofourcompany."Wemustbetalent-oriented,makethebestuseoftheirtalentsandrewardexcellence；Wemustselectthosewhohavethepotentialandhavetheappropriatedevelopment,challengesandincentivestogrowbetterthantheircurrentleaders."[3]212Bluebeardisbetterthanbluebeard.Wewilljudgeourleadersbasedontheirteamquality.",Theseuniquecultureshavealsobecomeoneofthecorporatesymbols.ChapterThreeABudweiserBeerSWOTAnalysisThischaptermainlyconductsSWOTanalysisofBudweiserfromfouraspects:Strengths,weakness,opportunitiesandthreat.3.1StrengthsofBudweiserFirstofall,intheeraofincreasinghomogenizationofproducts,theirphysicalattributesarealmostthesame,andonlythebrandgivespeoplepsychologicalhintstomeetconsumers'emotions.Budweiserisknownasthe"kingofbeer"withitsexcellentsalesvolume."ItsconsistentqualityisoneofthehallmarksofBudweiser.Itsexcellentbrandstrengthmakesitalwaysoccupyaplaceinthehighlycompetitivebeermarket."[4]100Second,inordertoensuretheunityofquality,Budweiserheadquartersrequiresits12Americanbrewery,twooverseasfactoriesand12foreignmanufacturersstrictlyfollowtheprecisionproductionprocess,fromtherawmaterialtothefinaltest,Budweiseratotalof240qualityprocess,excellentqualityisthekeytosurvival."Finally,comparedwithdomesticbeerenterprisesinChina,themarketingandmanagementofBudweiserbeerarerefined.Throughtheirsalesmanagementsystem,theycangrasptheterminalsalesdataatanytime,sothatBudweisercanmoreaccuratelyunderstandthetrendofitsproducts".[5]211ExcellentmanagementmodelmakesitsopopularinChina3.2WeaknessesofBudweiserMillerandBudweiserarebothlocalbeerbrandsintheUnitedStates.Theyhavelongbeeninacompetitiverelationship.In2004,Budweiser'sadvertisingsloganwas"TheKingofBeer".Millerimmediatelysaid:"Hi,thisistheUnitedStates,Milleristhe'presidentialbeer'."Budweiseralsoimmediatelyfoughtback,butfellintoMiller'shands.Inthesameyear,Miller'ssalesincreasedby10.5percentandBudweiserincreasedonlyby3.7percent.NorthwestAirlinesterminateditscontractwithBudweiserandsignedMiller,givingMilleragoodwinduringthesummerseason.Changingmarket,domesticcomparedwithdomesticbeercompanies,Budweisermarketingandmanagementarebetter,butintheChinesemarket,themarketingmanagementmodemayalsobecomeastumblingblocktoenterprisedevelopment,theChinesemarketisnotmature,butfullofopportunitiesandchallenges,enterprisedevelopmentcanseizesomeopportunities,butmultinationalenterprisedecisionsletthemlostmanyoftheseopportunities,theirdecisionmakersusedtousedata,butitonlyrepresentsthepast,cannotanalysistopredictthefuture.Therefore,whenopportunitiesappear,localenterprisestakethelead,whilemultinationalenterprises,itisdifficulttofindtheirfigure.ThelackofdifferentiationisalsooneofthedisadvantagesofBudweiser'sdevelopment.Thelackofdifferentiationbetweenbeerbrandswillleadtothedeclineofconsumers'interestinbeer.Budweiser,Miller,Coorsallthreebeerbrandshavelittledifferenceintaste,packagingandadvertising.Budweiserbeerproductpricesinsomeregionsleadtomarketingchaos.ThepriceofBudweiserbeerproductsgenerallycoversex-factoryprice,wholesalepriceandretailprice,whichshouldalsoincludepricepolicy,rebatepolicy,beerpromotionpolicy,commendationpolicyandsoon.AndindividualBudweiserbeeronlyfactoryprice,notcompletepricesystem."BudweiserBeerCompanyisinthepositioningof"productioncost+smallprofit",productionprice,dealeroperationmarketing,marketingpriceandBudweiserbeerpromotion."[6]101Insomeareas,itisoperatedbythelocaldealers,withdifferentmethodsandforms,resultingintheconfusionofBudweiserbrandbeerprice.Atthesametime,duetothedifferentcapabilitiesofdealers,Budweiserbeercompanytoputonthemarketing,Budweiserbeerproductsbasicallydonotcontrolandthetenurewillnaturallyadvance.3.3BudweiserOpportunitiesAsagloballeaderinsportsmarketing,inadditiontotheFIFAWorldCup,BudweiserisalsotheofficialsponsoroftheEnglishSuperLeague,MajorLeagueandotherteams.Budweiserhasalsosponsoredsportseventsfrombaseballtobasketballtoracing,includingthe2008Olympics,theAmericanProfessionalBaseballLeagueandmore.Thenumberofeventshasbecomeoneofitsdevelopmentopportunities.Secondly,ABInBevacquiredHarbinBeerandpromoteditinthewholecountry,hopingthattheinfluenceoftheoldestbeerbrandinChinacanbedemonstratedtovariouscities.Initially,HarbinBeerhasreceivedgoodreviewsamongconsumers.ThatgaveInBevconfidentinthegrowthpotentialoftheChinesemarket,withBudweisersalesup12percentinthethreeweeksbeforetheSpringFestivalin2006.3.4BudweiserThreatsCompetitoranalysis:thefirstistheindustrycompetition.Anheuser-BuschandtheSouthAfricanBeerGrouparethetwomostpowerfulbeerbrandsintheworld.InChina,Budweisermainlyoccupiesthehigh-endmarket,butitstillfacesbigchallengesinthelow-endmarketoftheterminalboxmarket.IntheUS,Budweiserdistributed$30millioninpromotionalsamplestocountertheSAB'sMillerchallenge.Thesecondisthesubstituteproductproblem.Infact,BudweiserandMiller'sbiggestenemyisliquor.AccordingtoAdvertisingAge,thebrandimageofbeerisalwayslinkedwithblue-collarworkers,andforyoungconsumers,theyaremoreinclinedtoconsumeluxurybrands.MorganStanleyconducteda"myfavoritedrink"surveyofyoungpeopleaged21to27,and40percentofrespondentssaidspiritssuchasvodkaweretheirfavorites.Peopleintheir20sbelievethatspiritsaresuperiortobeerintermsof"brandimage","taste"and"maturesophistication."Thisideaisevenmorecommonamongyoungwhite-collarworkers."Especiallyinrecentyears,wineandspiritsbrandshavemadeboldinnovationsindevelopingnewflavors,uniquebottledesign,productplacementandothermarketingmethods,makingthebrandmoreattractive."[7]156Thecocktailurbanlifestyle,promotedbypopulardramassuchas"SexandtheCity",hascontributedtothepopularityofwineandspirits.So,spiritshavebecomeabigthreattoBudweiser.ChapterFourBudweiser'sMarketingStrategyAsakeychapterofthepaper,thischaptermainlyanalyzesandsummarizesthemarketingstrategyofBudweiserbeer..4.1ProductStrategyTheso-calledproductmarketingstrategyreferstothatwhenanenterpriseformulatesitsbusinessstrategy,itisfirstclearwhatkindofproductsandservicestheenterprisecanprovidetomeettherequirementsofconsumers,thatis,tosolvetheproblemofproductstrategy.Itisthebasisofthemarketingcombinationstrategy.Inasense,thekeytothesuccessanddevelopmentofanenterpriseliesinthedegreetowhichtheproductmeetstheneedsofconsumersandwhethertheproductstrategyiscorrectornot.Budweiserwasfoundedin1876byAdoppsBusch.Itusesthebestqualityofpurenaturalmaterials,withrigorousprocesscontrol,throughnaturalfermentation,lowtemperaturestorageandbrew.Noonewilluseanyingredients,additivesorpreservativesthroughouttheproductionprocess.Inthefermentationprocess,thecentury-oldtraditionalbeechwoodfermentationprocessisusedtomakethebeerparticularlyrefreshing."Inthepasthundredyearsofdevelopment,Budweiserhasalwayswonthefavorofconsumersallovertheworldwithitspuretasteandexcellentquality,andhasbecometheworld'slargestbeerinthesalesvolume."[8]157Forsuchhigh-endinternationalbrandsasBudweiser,theinternalqualityandexternalqualityofproductsincludingpackagingstylecanbedirectlyrelatedtothebrandimageofBudweiser.Excellentproductstrategiescancapturetheheartsofconsumers.4.1.1FocusonQualityFocusondevelopinghigh-qualityproducts.Budweiserfocusesondevelopinghigh-qualityandvolumebeerstrategies.Inordertoachievetheinternationaladvancedqualityindex,thecompanyhasintroducedthecomprehensivequalitymanagementsystem(IQMS)fromSABtomakeacomprehensiveandsystematicevaluationofthewholeprocessofqualitycontrol.Atthesametime,thebeercompanyalsotransferredthesamplingofallkindsofbeertotheEuropeanTestingandEvaluationCenterfromtimetotimetoevaluatethekeybeerprojects,suchasphysicalandchemicalindicatorsandtastedevelopment,toensurethequalityofbeerproducts.Atthesametime,BudweiserBeerhasunifiedindexproductionfacilities,technologyandqualityregulationindicators,andbeertechniciansreceiveprofessionaltechnicaltrainingofforeignbrewingtechnology,soastoensuretheexcellentqualityofindustrialandcommercialbeeraroundthecountry."The"brewingresearchteam"integratedbyChineseandforeignbrewingprofessionalsoftengoestovariousBudweiserproductionplantstoevaluateandassesstheactualsituationoftheimplementationoftheaboveindicators."[9]158Inallsalesfieldsacrossthecountry,thebrewingresearchteambuysthemarketingterminaltoevaluatethequalityofbeerproducts,andensuretheobjectivestabilityofthemonitoringdata.Whileensuringthequality,theappearanceisalsoveryimportant.4.1.2ImprovethePackagingInordertofurtherattractcustomers,thepackagingofproductsisalsoveryimportant.Exquisitepackagingcanattracttheattentionofcustomersinthefirsttime,soastostimulatethedesiretobuy.ThenewpackagingofBudweisercans,designedbyLondondesignfirmJKR,didquitewell.Thebowtielogo,knownastheiconicsymbol"Budweiserbowtie",isthe12thdesignimprovedpackagingelementsincethebirthofthefirstLOGOin1936.ThemainpurposeofthechangeistomakeconsumersrememberthefullnameofBudweiser,ratherthanconsumershavealwaysused."Similartotheappearanceofthenewbeercan,thenewbeerpackagingboxalsoadoptsthesamedesignelements,anditisparticularlynoteworthythatthenewcartonpackagingisalsoprintedwithaquickfeedbackQRcode,convenientforconsumerstotimelyreflecttheproblemtothemanufacturerandputforwardsuggestions."[10]160ThenewpackagingnotonlyincreasesthesalesofBudweiser,butalsoprovidescustomerswithamoreconvenientproductresponsechannel,reallykillingtwobirdswithonestone.4.2PromotionalStrategyMarketingstrategyistotakethecustomerneedsasthestartingpoint,accordingtotheexperienceofcustomerdemandandpurchasingpowerinformation,theexpectationsofthebusinesscommunity,andorganizevariousbusinessactivitiesinaplannedway.Itisaseriesofmeasurableandcontrollableactivitiesaimedatimprovingsalesandthereputationofthemanufacturer.Itisacombinationofmultiplemarketingmethods.Thecorrectpromotionstrategycanmakethesalesvolumeofaproductadvancebyleapsandbounds,andtheformsofmarketingstrategyarevarious,takethemarketingstrategyofBudweiserbeerasanexampleforanalysis.Promotionisthemostcommonlyusedmarketingtoolandmeansforenterprises.Thereasonableandproperuseofpromotionmeanscaneffectivelystimulateshort-termconsumptionandincreasetheshort-termsalesvolumeofenterpriseproducts.Therearemanymeansofpromotion,includingadvertising,businesspromotion,personnelpromotionandpublicrelations.Amongthem,advertisingincludestelevision,radio,magazinesandnewspapers,andvariousmeansofbusinesspromotion,including,buyonegetonefree,returncoupons,saleswithprizes,etc.BudweiserbeercanadvertiseonTV,ifthefinancialstrengthisstrong,youcanchooseCCTVforadvertising,ifthefinancialstrengthisstrong,youcanchooseprovincialTVstationsforadvertising,ofcourse,ifthefinancialstrengthisgeneral,youcanchooselocalTVstationsforpublicityandpromotion.Inaddition,youcanalsochoosetopromoteitinprofessionalmagazines,suchasprofessionalfoodmagazinesandwinemagazines.Publicrelationscanalsobeusedtopromotecelebritiesandmakefulluseofthecelebrityeffecttopromotethesaleofhigh-endfemalebeer.,Enterprisescanwidelyuseavarietyofpromotionalmeansandpromotionalcombinationstoselltheirproducts.CanusebythemostTVtopromote,andalsocanusenewspapersandmagazinestopromoteandpromote,canchoosethelocalparticularlyinfluentialnewspaperstopromote,suchaseveningandmorningpaperandallkindsofmetropolisdaily,canalsobeinshoppingmalls,openboothtocarryoutlarge-scalepromotionalactivities,throughfreetasting,demonstrationperformance,buyonegetone,prizequiz,booth,andsinginganddancingperformancestoattract,stimulateandguideconsumerstointerestinbeerandpurchasedesireandthenproducesubstantialpurchasebehavior.Throughtheseshort-termpromotions,toincreasethenumberofbeersales.Whetheraproductcansellwell,itspromotionmeansiscrucial.4.2.1AdvertisingStrategyIfabrandwantstoachievesuccess,excellentqualityisitsfoundation,andmarketingstrategyandcommunicationstrategyarealsoessential.Whenaninternationalbrandisspreadingacrosscross-leapboundaries,theproblemsincross-culturalcommunicationcannotbeignored,suchastheculturalsystemandsymbolsystemofthecountry.Theultimategoalofthetenconsumptionmeetingsistofullymobilizeconsumersandimplementpsychologicalmonopolyforalldemands,soastomakeconsumptionandproductionachieveperfectionandunity.Advertisingculture,themainculturalcontextoftheconsumersociety,shouldbebasedonthelocaltraditionalcultureofthecrystalbrandpublicity,soastomakethecircleofpeopleeasytoaccept.Abrandshouldnotonlyrepresentitsrelatedproducts,butalsoincludetheculturecontainedinthebrand,suchasvalues,fashiontaste,marketbeautyandtaste,andsoon.Infact,consumerswantthebrandtoconveyakindofvalues,akindoftaste,itismoretomeettheneedsofconsumers'spirituallevel.TheAmericanbeerbrandBudweiserisveryskilledinusinganimalelementsinitsadvertising.IntheUnitedStates,Budweiserchosetheendorsementanimalisthehorse,andthehorserepresentsthefreebeliefoftheUnitedStates,whichisinlinewithitsownculture.BudweiserintheUnitedStates,actuallywanttotellpeople:inthissocietythatcandeterminetheirowndestiny,allopportunitiesareequal,andpeopleatthebottomhavehopetoseeabetterfutureandrealizetheirowndreams.Holdingahorseisakindofwildandelegantanimal.Whenitgallop,theaudience'sdreamandyearningfortheSouthwillbeinstantlystimulated.Inthemiddleandoldmarkets,"Budweiserusestheimageofants,becauseintheeyesofthemiddleandoldpeople,antsrepresentunityanddiligence."[11]6IntheBudweiserAntseriesads,theantsalwaysappearingroups,notasingle,anindividual,theantshavethesamegoal,always,worktogether,worktogethertogetBudweiser.ThiswiththeChinesenationsolidarity,indomitablespirit,therefore,theideaiseasytotouchthestringintheheart,Chineseconsumerstoreachaconsensuswithbudweiser:BudweisercultureinthedeepunderstandingofChinesesymbols,thisnaturallyreducesthebarriersincross-culturalcommunication:BudweiserintheprocessofthespreadoftheChinesemarket,not,oftenpayattentiontotheexpressionofbrandcultureconnotation,actuallymoreshouldbesaidtotheexpressionoftheculture.Budweiser'ssuccessliesinthechoiceofantsastheprotagonistoftheadvertisement,becausetheantspiritrepresentstheChinesespirit.InordertogetBudweiserintheadvertisement,nomatterhowmanydifficultiesandobstacles,antsstilldonotgiveupitsdream,whichisconsistentwiththeAmericanpeopleofthedreamofthegoal,climbingtheGreatWall,acrossthesnowmountains,acrossthefields,acrosstheYellowRiver,trytheirbesttocrosstheobstacles,whichisinlinewiththespiritoftheUnitedStates,andthehappinessoftheyoungUnitedStates.ItcanbeseenthatalthoughBudweiserchoosesantsthatcanrepresentChinesequalityasitsspokesmeninChina,itdoesnotignoretheexpressionofitsownculture.Beeritselfhasmanysellingpoints,whichcanbesoldatlowprices,cansellagroupofpeoplecarnival,morecanselltaste,butBudweiserchosetosellculture,whichdistinguishesBudweiserfromotherbeerbrands.BudweiserchoseantsinChinaastherepresentativeofbothcultures,wellcombiningtheAmericanspiritwiththeChinesequality.Therefore,ChinesefansdrinkBudweiser,drinkingnotonlythediligence,perseveranceandindomitableChinesequality,butalsotheAmericanspiritofdream,struggleandpassion.Budweiserhasalsogainedalotthroughvariousadvertising.Duringthe2018WorldCup,Budweisernamedthe"BestPlayer",anditsadvertisement"FIFAWorldCup——Burn"wasbroadcastfrequentlybroadcastatthestation.Theadvertisementisfulloftechnology,thousandsofdronescarrythe"protagonist"ofthedeliveryjourney,aftermanyscenes,dramaticobstaclesandchallenges,onlytodeliverBudweiserbeertofansaroundtheworld;theunprecedented"burningcup"ignitedthepassionandenergyofcountlessfans.Budweiserbringsmoretemperaturewithtechnologyandhumanisticcaretoconsumers,andalsoimprovesconsumers'goodwilltowardsBudweiserbrand,realizingtheeffectivecommunicationandvalueminingofthebrand.DuringtheWorldCupinRussia,BudweiserBeerreached1.8billionpeople,andachievedanannualnetprofitincreaseof84.8%in2021.AccordingtoCTRdata,receptiondesk2018WorldCupRussiatotaltouch35.384billionpeople,eventsliveaverageratingsof2.91%,thefinalratingsashighas9.46%,theWorldCupratingspercapitatime256minutes,fullyhighlightsthedeskfusionreportstronginnovationandcohesion,withtheenterprisebrandandtheaudiencewinmoresituation.Withlessthan100daysleftin2022,thepassionoftheworld.Thecentralradioandtelevisionreceptiondeskhasthe2022QatarWorldCupinmainlandChinaexclusiveTVandnewmediacopyrightandlicensingrights,willbuildthebeerindustryin2022annualtopbrandcommunicationplatform,forenterprisesandbrandtocreateunprecedentedmarketingway,releasethefrontdeskandthehugespreadoftheWorldCupvalue,isworthlookingforwardto!Musicisapopularartform,andBudweiseriscleverlycombinedwithit.4.2.2MusicStrategyIntheprocessofopeninguptheChinesemarket,BudweiserbeerinordertobetteradapttotheChinesemarketandChineseconsumerconsumptionhabits,innovativemarketwiththehelpofmusic,musicartistrygivesBudweiserbeeruniquesalesconcept,effectivelypromotedtheBudweiserbeerawarenessintheChineseconsumergroupsandChinesebeermarketshare.Sincethe21stcentury,thediversityofalcoholproductmarketingintensifiedcompetition,musicmarketingasakindofinnovativemarketing,way,playedahugeroleinalcoholproductmarketing,"Budweiserbeerisasuccessfulmodelofmusicmarketing,musicartisticquality,theBudweiserbeeruniquesalesconcept,effectivelypromotedtheBudweiserbeerawarenessamongconsumersinChina."[12]89Throughpersonalizedmusicbrandbuilding,highlytargetedmusicfestivaldevelopment,anddiversifiedmusicmarketingmeans,thebrandhasgreatlyexpandedtheinfluenceofthebrandintheChinesemarketandthebeer.IntheprocessofBudweiserbeermarketing,afterscientificmarketresearchandtargetedresearch,especiallyintheprocessofdevelopingtheChinesemarket,BudweiserbeerdidalotofhomeworktounderstandChina'smusicmarket,anddifferentmusicfordifferentaudience,finallywith"fashion""trend"entertainment"andotheryoungpeoplelabelwithBudweiserbeerdocking.Budweiserrepositioneditselfandfocusesintotheyoungmarket.Howisiteasiertoentertheyoungmarket?Budweiserhasfinallylockedinonthemusic.IntheprocessofdevelopingtheChinesemarket,theyusethewayofmusictoreasonablyoptimizetherelevantcharacteristicsofbeerandmusicaspects.Useelectronicmusictopublicizerelatedproductsandeffectivelyexpandthem,focusingonthetrendofbeermusiccultureinthemarket.Domesticelectronicmusicstartedrelativelylate,thedevelopmentsystemisnotmature,thereisacertaingapwiththedevelopmentofwesternelectronicmusic,butalsorestrictsBudweiserbeercannotuseelectronicmusictoselleffectively.Duetothisseriesofreasons,inordertoeffectivelyimprovethemarketsales,Budweiserbeerconductstargetedanalysisandresearchaccordingtothelocalmarketenvironment,understandsthespecificcharacteristicsofthemarket,aswellastheanalysisofconsumergroups,andmakesareasonablesalesstrategytocomplywiththemarket.Budweiserintroducesarelevancesalesstrategyfromlocalspecificcharacteristics."ThesesuccessfulandlocalizedsalesusingmusicmeanshavebetteradaptedtothelocalmarketenvironmentandcompetitivecharacteristicsinChina,andgreatlypromotedthepopularityofBudweiserbeermarket."[7]123Forexample,WhileBudweisermakesuseofitsprofessionaltechnologyandteamtoinnovateinmusicandcreatehigh-qualitymusicwithmusicalconnotationthatcanexpanditsinfluence,From2014tonow,BudweiserandSTORMworktogethertocreatetheBudweiserWestCoastStormElectricSyllable,WiththemoremagicalelectricmusicstageandahugeteamofDJstars,Hasattractedmorethan600,000fanfansworldwidewithamoreextrememusicexperience,Ithasgreatlyexpandedtheinfluenceofthebrand;TakeBudweiserbyusingthe"Budweiser,TrueMe"theelectronicmusicscene,Godeepintotheheartsofconsumersandadoptbenignmarketingstrategies,Canpromotetheacceptanceoftheirproductsamongconsumers,IncreaseBudweiser'smarketshare.4.3PriceStrategyPricestrategyreferstothechoiceofastrategythatcanattractcustomersandrealizethemarketingcombinationthroughtheestimationandcostanalysisofcustomerneeds.Thecostoflogisticsenterprisesismorecomplex,includingtransportation,packa