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青啤要想在饮料市场上做大做强,仅靠其品牌做一些关联度不高的延伸不仅成本高,风险大,而且较难达到目标;青啤在饮料行业最需要的是一个能与青啤品牌相匹配的饮料品牌和一个较易入手的操作平台。在这一点上,健力宝可以说非常适合青啤的需求。健力宝的品牌价值在鼎盛时期曾高达60个亿,如果青啤想要进军饮料行业利润最为丰厚的碳酸饮品的话,健力宝则是国内不可多得的可以同“两乐”作一番抗争的品牌。健力宝现有的硬件和在饮料行业摸爬滚打的经验对青啤来说也都是迫切需要的。而青啤相对较为充裕的资金、成熟的管理和成型的营销体系则可以较好地解决健力宝目前遇到的困难。唯一的不足是这个操作平台似乎不是那么容易入手,或许这也正好可以解释青啤为什么要找浙江国投这样的信托企业来做个过渡。以青啤在饮料行业的发展需要及其在三水的影响力,似乎不大可能会错过以收购健力宝来做大其饮料市场这么一个绝好的机会。
Tsingtao Brewery wants to become bigger and stronger in the beverage market, relying on its brand to do some of the less relevant extension is not only costly, risky, but difficult to achieve the goal; Tsingtao in the beverage industry is most needed is a Tsingtao brand drinks brand and a more easy to start operating platform. At this point, Jianlibao can be very suitable for the needs of Tsingtao beer. Jianlibao's brand value in the heyday of up to 60 billion, if Tsingtao want to enter the beverage industry's most profitable carbonated drinks, then Jianlibao is rare in the country with the “two music” to make some fight brand. Jianlibao existing hardware and fought in the beverage industry's experience is also an urgent need for Tsingtao. Tsingtao relatively abundant funds, mature management and molding of the marketing system can be a better solution to the current difficulties encountered by Lippo. The only downside is that the platform does not seem so easy to start, perhaps just to explain why Tsingtao Brewery Zhejiang Trust such trust companies to make a transition. With Tsingtao's growing needs in the beverage industry and its influence in Sanshui, it seems unlikely that it will miss a perfect opportunity to acquire Jianlibao to expand its beverage market.