基于大冬会和世界杯分析哈尔滨啤酒体育营销策略  

Sports Marketing Strategy of Harbin Beer Based on Winter Universiade and World Cup

作　　者：闫雪锋[1] YAN Xuefeng(Xi'an Vocational and Technical College,Xi'an,Shaanxi 710000,China)

机构地区：[1]西安职业技术学院基础部

出　　处：《酿酒科技》2020年第2期141-144,共4页Liquor-Making Science & Technology

摘　　要：哈尔滨啤酒是中国最早的啤酒品牌,连续获得"中国名牌产品"。在百威英博啤酒集团的领导下,品牌战略逐渐得到完善,并建立了全方位的营销网络,借助世界杯赛事迅速抢占国内市场,形成专业的商业营销模式,让企业得到了高度发展,其品牌渗透力更是超越"雪花""青岛""燕京"等国内啤酒大商。哈尔滨啤酒不仅仅以全国市场为目标,更是以远销国外为目标,在国家的舞台上演绎属于东方传奇。哈尔滨啤酒作为一个百年品牌,其纯正清爽的口味得到了越来越多消费者的喜爱。先后成为"大冬会""世界杯"等体育赛事的赞助商,让哈尔滨啤酒走向了全世界。因此,本文以"大冬会"和"世界杯"为例,分析哈尔滨啤酒体育营销策略计划。通过介绍哈尔滨啤酒的品牌故事及酿造工艺,展开对哈尔滨啤酒在体育赛事以及全国市场的营销战略推广。Harbin Beer is the earliest beer brand in China,and has successively obtained the honor of"Chinese Famous Product".Under the leadership of AB In Bev,the brand strategy has gradually been improved,and an all-round marketing network has been established to quickly seize more domestic market share via World Cup.Its professional marketing model has achieved rapid enterprise development,and its brand penetration is superior to Snow,Qingdao,and Yanjing etc.Harbin Beer aims at developing the international market as well as the domestic market.As a centurial brand,Harbin Beer is quite popular among consumers due to its pure refreshing taste.It has become the sponsor of Winter Universiade and World Cup.In this paper,Winter Universiade and World Cup were used as the examples,the sports marketing strategies of Harbin Beer were analyzed,and its brand stories and brewing techniques were introduced.

关 键 词：大冬会 世界杯 哈尔滨啤酒 体育 营销策略 

分 类 号：S262.5[农业科学—农业水土工程] F27[农业科学—农业工程]