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力波啤酒作为上海本土品牌一直占据着上海第一的位置。然而威胁已经开始。1996年,日本三得利凭借其长年积累的酿造经验和技术,在中国上海成立了合资公司,展开了针对中国市场的本土战略。此后的几年里,三得利开创了中国市场清爽型啤酒的先河,并成功塑造了“亲切、轻松、浪漫而且富有情趣”的品牌形象。1998年力波从第一的位置跌到第二。再到了2000年底,三得利已经占领了55%的市场份额,力波只占到25%左右。面对三得利的一步步强势侵入,力波啤酒奋起反击。然而并不顺利,三大战役可谓一波三折。
Lippo beer as a local brand in Shanghai has been occupying the first place in Shanghai. However, the threat has already begun. In 1996, with its years of brewing experience and technology accumulated in Japan, Suntory set up a joint venture in Shanghai, China to launch its own domestic strategy for the Chinese market. Over the next few years, Suntory set a precedent for refreshing beer in the Chinese market and successfully created a brand image of “cordial, relaxed, romantic and full of fun.” 1998 wave from the first position dropped to second. By the end of 2000, Suntory has occupied 55% of the market share, the wave of only about 25%. In the face of Suntory a step by step strong invasion, Lippo beer counter-attack. However, not well, the three major campaigns can be described as twists and turns.