國際啤酒企業海外市場進入模式與品牌定位策略研究 —以美國啤酒公司進入中國市場為例

Abstract

隨著中國的改革開放，中國的啤酒產業發生了巨大的變化，外資企業也開始積極佈局進入中國市場，此舉也徹底改變了中國的市場與競爭的型態。在二十世紀末起，中國啤酒市場的巨大規模和發展潛力也吸引了大批跨國公司及國際啤酒品牌的進入。然而，中國這個新興市場與西方或其他成熟市場不同的是，中國啤酒市場的區域差異大，同時相較其他國家市場而言，產業集中度低。到了二十一世紀初，大陸經濟起飛，隨著中國大陸沿海城市人民所得提高，中產階級形成，各種高級娛樂場所如雨後春筍般地湧現，經濟能力較高的消費者開始消費外資國際品牌啤酒，訂價較高的國際啤酒品牌被視為彰顯經濟能力地位的象徵，也替中國本土啤酒品牌帶來莫大的壓力。本研究企圖從產業背景裡分析中國啤酒市場與產業趨勢，同時比較、探討外資啤酒企業進入中國市場的模式以及其因應中國市場的品牌策略。

When China reformed and opened to the outside world, the great impact was also brought to the beer industry of China. With the aggressive invasion of the international beer corporates to China, it changed the market and the rule of competition of the beer industry in China. From the end of 20th century, the massive market scale and potential also again attracted more multinational companies and international beer brands entering China. China, the largest emerging market in the world, has huge diversities among regions, and that makes it very different and challenging. Comparing with other mature markets, the consolidation of the beer industry in China is relatively low. Coming to 21st century, China’s economy took off. With the phenomenon of income increase, new middle class rise and premiumization, Chinese consumers started purchasing international-branded beer. Premium international beer brands have become a symbol of social status, and the turn of the consumption trend brought pressures to local beer brands. The study aims to analyze the China beer market and industry trend, in the meantime, to explore the oversea market entry modes and brand strategies of international beer corporates in China.