2024年4月2日发(作者：)

摘 要

2019年青岛啤酒以458.73亿的品牌价值居国内啤酒业首位，这份成绩离不开其

产品、品牌、定价和营销渠道策略。另一方面，品牌策略实施顾此失彼、高端品牌形

象不足和宣传策略过度依赖传统媒体诸营销弊端阻碍青岛啤酒更上一层楼。鉴此，本

文提出完善产品品牌策略、提升高端品牌形象、加强电商推广和积极利用新媒体进行

推广传播等方面具体措施。

关键词

：青岛啤酒；营销；策略

Abstract

Tsingtao Brewery ranks first in the domestic beer industry with a brand value of

45.873 billion in 2019. This achievement is inseparable from its product, brand, pricing and

marketing channel strategy. On the other hand, the implementation of brand strategy, the

lack of high-end brand image and the excessive reliance on marketing strategies of

traditional media have hampered Tsingtao Beer to a higher level. In view of this, this article

proposes specific measures to improve product brand strategy, enhance high-end brand

image, strengthen e-commerce promotion and actively use new media for promotion and

communication.

Key words

：

Tsingtao Beer; Marketing ;Strategy