摘 要2019 年青岛啤酒以 458.73 亿的品牌价值居国内啤酒业首位，这份成绩离不开其产品、品牌、定价和营销渠道策略。另一方面，品牌策略实施顾此失彼、高端品牌形象不足和宣传策略过度依赖传统媒体诸营销弊端阻碍青岛啤酒更上一层楼。鉴此，本文提出完善产品品牌策略、提升高端品牌形象、加强电商推广和积极利用新媒体进行推广传播等方面具体措施。关键词：青岛啤酒；营销；策略AbstractTsingtao Brewery ranks first in the domestic beer industry with a brand value of 45.873 billion in 2019. This achievement is inseparable from its product, brand, pricing and marketing channel strategy. On the other hand, the implementation of brand strategy, the lack of high-end brand image and the excessive reliance on marketing strategies of traditional media have hampered Tsingtao Beer to a higher level. In view of this, this article proposes specific measures to improve product brand strategy, enhance high-end brand image, strengthen e-commerce promotion and actively use new media for promotion and communication.Key words：Tsingtao Beer; Marketing ;Strategy 目 录1 引 言..................................................12 文献综述..................................................22.1 选题意义................................................22.1.1 理论意义..............................................22.1.2 实际意义..............................................22.2 国内外研究现状....................................22.2.1 国外研究现状......................................22.2.2 国内研究现状......................................33 青岛啤酒营销策略..................................43.1 产品策略................................................43.1.1 产品定位和组合策略...........................43.1.2 品牌策略..............................................53.2 定价策略................................................53.3 营销渠道................................................63.3.1 传统营销渠道..........
