重庆精酿啤酒市场营销策略优化研究  

Research on the Optimization of Marketing Strategy of Craft Beer in Chongqing

作　　者：时媚 

机构地区：[1]上海工程技术大学管理学院,上海

出　　处：《电子商务评论》2025年第2期887-894,共8页E-Commerce Letters

摘　　要：我国啤酒产量缓慢下降,价格却一路走高,工业啤酒不再满足需求,高端啤酒和精酿市场开始打开“小而美”的个性化啤酒。目前国内精酿啤酒行业刚刚兴起,未来发展潜力巨大。本文以重庆精酿啤酒市场为例,从产品、价格、渠道和促销四个方面提出改进策略。重庆精酿啤酒市场应培养产品的本土化特色,将包装和产品特点结合,提升品牌价值,提供舒适的饮酒环境和畅通的意见反馈渠道;入驻外卖平台,开辟线上和线下结合的销售渠道;培养销售人才,注重数字传播。China’s beer production is slowly declining, but the price is going all the way up, industrial beer no longer meets the demand, and the high-end beer and craft beer market has begun to open up “small but beautiful” personalized beer. At present, the domestic craft beer industry is just emerging, and the future development potential is huge. Taking the craft beer market in Chongqing as an example, this paper proposes improvement strategies from four aspects: product, price, channel and promotion. Chongqing’s craft beer market should cultivate the localization characteristics of products, combine packaging and product features, enhance brand value, and provide a comfortable drinking environment and smooth feedback channels;settle in the takeaway platform and open up a combination of online and offline sales channels;cultivate sales talent and focus on digital communication.

关 键 词：精酿啤酒 市场营销 4Ps组合 

分 类 号：F42[经济管理—产业经济]