本科论文摘 要近年来，市场环境发生了巨大的变化。企业如何在瞬息万变的市场环境中保持企业的核心竞争优势，是全世界的企业都必须面对的重要问题。在面对中国酒类行业体量大、增速缓慢、盈利率较低的情况下，企业的品牌营销起着关键性的作用。青岛啤酒股份有限公司（青啤公司）啤酒销量在国内市场稳居榜首，而该企业的成功就在于，青岛啤酒能够与时俱进的不断完善企业的品牌营销战略。本文以品牌营销战略理论为指导,在深入研究国内啤酒行业发展现状的基础上,研究对象选为青岛啤酒。分析青岛啤酒遇到的问题，并针对青岛啤酒遇到的问题给予对应的建议。希望总结青岛啤酒的企业品牌营销战略，为其他企业的品牌建设提供必要的指导。关键字 品牌营销战略，市场营销，青岛啤酒股份有限公司（青啤公司）本科论文AbstractIn the past few years, great changes have taken place in the market environment. How to maintain the core competitive advantage of enterprises in the rapidly changing market environment is an important problem that enterprises all over the world must face. In the face of the large volume, slow growth and low profit rate of Chinese liquor industry, the profitability of enterprises plays a key role. Tsingtao Beer Co., Ltd. (Tsingtao Beer) is firmly at the top of the domestic market, and the success of this enterprise lies in the continuous improvement of its brand development strategy with the times.Under the guidance of brand strategy management theory and on the basis of in-depth research on the development status of domestic beer industry, the research object is Tsingtao Beer, the problems encountered by Tsingtao Beer are analyzed, and corresponding suggestions are given for the problems encountered by Tsingtao Beer. I hope to summarize Qingdao Beer's brand development strategy and provide necessary guidance for other enterprises in brand building.Key words Brand developing strategy, Marketing, Tsingtao Beer本科论文目 录前 言.................
