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CONTENTS
Chapter One The current situation and development analysis of China Beer industry 1
Section One The current situation and development analysis of China Beer industry 1
First, development course of China Beer industry 1
Second, current situation analysis of China Beer industry 5
Third, characteristic analysis of China Beer industry 7
Fourth, structural change of China Beer industry 8
Fifth, China Beer industry store the subject problem that is here 9
Section Two In 2005/2006 the running situation analysis of China Beer industry 16
First, the first in the world for four years in succession of China Beer's output 17
Second, the increase range of beer profit and tax are higher than the increase range of output in pairs 22
Third, the ten great invent of beer industry in 2005 27
Fourth, " formaldehyde incident " affect the nerve of beer industry 28
Fifth, China Beer industry says good-bye to annexe, raises the agitation of expansion production and self-build 33
Sixth, Chinese and foreign brands of beer industry of our country will full of fierce competition in 2006 34
Chapter Two Analysis of current situation of the development of world beer industry 41
Section One Current situation and developmental trend analysis of world beer market 41
First, current situation of world beer market 41
Second, developmental trend of global beer market 44
Section Two Regional market analysis of world beer 47
First, Europe 47
Second, Africa 52
Third, Asia 53
Fourth, North America and South America 53
Fifth, Pacific Ocean area 56
Section Three Beer brand analysis in the world 56
First, Budweiser 57
Second, Beke’s beer 66
Third, Heineken Beer 66
Fourth, Calsberg 67
Chapter Three Related industry's analysis of beer 69
Section One In 2005/2006 Running situation of alcoholic drinks and beverage industry in China 69
First, overall running situation of 2005 69
Second, supply and demand analysis of the market of 2005 79
Third, main enterprise's operation in 2005 84
Fourth, the prosperity analysis of alcoholic drinks and beverage manufacturing industry in 2006 88
Section Two Chinese alcoholic drinks industry analysis 90
First, analysis of Chinese alcoholic drinks market 90
Second, the main factor analysis that influence development of Chinese alcoholic drinks industry 95
Section Three China Beer's main raw materials market analysis 101
First, the demand and supply analysis of malt 101
Second, production and development of domestic beer barley 101
Third, the supply state of hops 106
Fourth, import situation of Chinese barley and forecast of global barley output of 2006/2007 110
Chapter Four Import and export state analysis of China Beer in 2005/2006 115
Section One China Beer's import and export development analysis and beer enterprise's internationalization risk analysis 115
First, China Beer's import and export development analysis 115
Second, internationalization risk analysis of China beer enterprise 117
Section Two Provincialism analysis of beer imports and exports of our country 122
First, the main import area of China Beer 122
Second, the main export area of China Beer 130
Section Three Main export areas and enterprise's analysis of beer of our country 144
First, Shandong Province 145
Second, Guangdong Province 156
Third, Tsingtao beer 162
Fourth, Yanjing beer 162
Chapter Five China Beer's regional market analysis 164
Section One North China beer market analysis 164
First, The market overview and economic indicator analysis of beer of five provinces and cities of North China 164
Second, Beijing Beer market analysis 182
Third, Inner Mongol beer market analysis 190
Fourth, Tianjin beer market analysis 196
Section Two Northeast Beer market analysis 203
First, Northeast beer industry analysis 203
Second, Liaoning beer market analysis 215
Section Three East China beer market analysis 219
First, overview of East China beer market 219
Second, Shanghai beer market analysis 239
Third, Zhejiang beer market analysis 246
Fourth, Anhui beer market analysis 249
Fifth, Shandong beer market analysis 250
Sixth, Fujian beer market analysis 255
Seventh, Southern Jiangsu beer market analysis 262
Section Four Middle and southern beer market analysis 269
First, overview of middle and southern beer market 269
Second, Henan beer market analysis 270
Third, Hubei beer market analysis 277
Fourth, Hunan beer market analysis 278
Fifth, Guangdong beer market analysis 281
Sixth, Shenzhen beer market analysis 293
Section Five Southwest beer market analysis 297
First, overview of southwest beer market 297
Second, Yunnan beer market analysis 298
Third, Sichuan, Chongqing beer market analysis 310
Section Six Northwest beer market analysis 316
First, overview of Northwest beer market 316
Second, Shaanxi beer market analysis 320
Third, Qinghai beer market analysis 324
Chapter Six Consumer analysis of China Beer market 329
Section One Behaviour analysis of beer consumer 329
First, product awareness process of beer consumer 329
Second, consumption place analysis of beer consumer 331
Third, factor analysis that influence beer consumer 332
Section Two The urban beer’s consumption market analysis 334
First, urban beer’s consumptive characteristics and influence factor 334
Second, urban beer’s consumption market analysis 336
Third, Howbeer enterprise open up the urban market high-efficiently 342
Section Three Market analysis of rural beer 360
First, rural beer market analysis 360
Second, develop the market of rural beer can't be blind 360
Third, how to open up the market of rural beer 363
Chapter Seven Competition analysis of China Beer industry 369
Section One China Beer's competition form analysis 369
First, price competition 369
Second, products competition 377
Third, brand competition 381
Fourth, advertising competition 389
Section Two Competition characteristic analysis of China Beer 399
First, China Beer industry still in growth stage 399
Second,competition of China Beer market also very abundant 401
Third, change of the competition focus 404
Section Three China Beer industry merge analysis 405
First, development course and current situation analysis of trade merger 405
Second, a huge sum of money raise merge upsurge of beer industry of our country 431
Third, factor analysis of successful merger 436
Fourth,Strategic pattern analysis after scale merging of beer industry 437
Section Four China Beer's competition pattern analysis 446
First, China Beer industry market’s base set up for the first time 446
Second, beer industry enter Warring States era 451
Third, China Beer industry form oligarch's competition gradually 455
Fourth, the foreign capitals purchase change pattern, the internationalization of domestic battle field of beer industry 457
Fifth, market shares of the first ten major beer enterprises is up to 61% 460
Section Five Analysis that beer enterprises of foreign capitals enter China Beer market 463
First, world " the big crocodile " commands an army in China 463
Second, civil war of China Beer industry that the foreign capitals scalp 475
Third, Budweiser change Chinese strategy 477
Fourth, Belgium InBev spend more money on Pearl River beer 120 million buys in 1.31% stock rights 478
Fifth, InBev purchases Sedrin with 5,886 million and break China Beer industry to note down 481
Sixth, biggest beer group in the world will continue opening up Chinese market 482
Seventh, the world beer Corona marches into Chinese market with higher speed 483
Chapter Eight Leading enterprise analysis of China Beer 486
Section One Tsingtao brewery group 487
First, company's basic situation 487
Second, Tsingtao beer's development course 489
Third, product series of Tsingtao beer 491
Fourth, management state analysis of Tsingtan beer 492
Fifth, capital operation analysis of Tsingtao beer 496
Sixth, main experience that Tsingtao beer expand 504
Seventh, Tsingtao beer's brand operation analysis 512
Eighth, Tsingtao beer’s development strategy analysis 518
Section Two China Resources brewery group 525
First, development course and current situation 525
Second, China Resources' beer operation state analysis 528
Third, technological state analysis of China Resources beer 530
Fourth, capital operation analysis of China Resources 532
Fifth, brand operation analyis of China Resources beer 538
Sixth, key competitiveness analysis of China Resources beer 546
Section Three Yanjing Brewery Group 548
First, company's development course 548
Second, merger strategy analysis of Yanjing beer 552
Third, preponderant regional analysis of Yanjing beer 555
Fourth, brand strategic analysis of Yanjing beer 556
Fifth, management state analysis of Yanjing beer of 2005 and the first half of 2006 566
Sixth, 2006 and future development plan 573
Section Four Guangdong Pearl River Brewery group 584
First, enterprise's development course 584
Second, capital operation analysis of Pearl River beer 586
Third, listing analysis of Pearl River beer and InBev add more money 589
Fourth, successful factor analysis that Pearl River beer 591
Fifth, 2006 and future development plan 598
Section Five Henan Kingstar Beer (Group) Corporation 600
First, enterprise's development course 600
Second, brand strategic analysis of Kingstar beer 601
Third, dynamic analysis 611
Section Six Chongqing Brewery group 618
First, enterprise's development course 618
Second, management state analysis in 2005 and the first half of 2006 619
Section Seven Harbin Brewery group 620
First, enterprise's development course 621
Second, listing analysis 623
Section Eight Shenzhen Kingway beer Co., Ltd. 624
First, enterprise's development course 624
Second, management state analysis of 2005 627
Third, 2006 and future development plan 628
Chapter Nine Development trend analysis of China Beer industry 630
Section One Join WTO impact on China Beer industry 630
First, favorable influence 630
Second, adverse influence 633
Third, how do China Beer industry meet the challenge of WTO 636
Section Two Development trend analysis of China Beer industry 645
First, the rearrangement of assets is the theme 646
Second, the foreign capitals purchase become aggravating continuously 647
Third, state of small , disperse , weak ,bad is difficult to change fundamentally 648
Fourth, enter the period of contending for hegemony of brand 649
Fifth, enterprises grouping, output scale, brand intensivism, new product seriation is the foundation of the competition 649
Sixth, build economizing type enterprises become the common understanding of the trade 650
Seventh, enter the era of meagre profit 651
Eighth, output continue rising steadily 652
Chapter Ten Marketing tactics analysis of China Beer 654
Section One Marketing tactics analysis of China Beer 654
First, beer marketing analysis 654
Second, price tactics 663
Third, collection tactics 664
Fourth, promotion tactics 665
Fifth, performance tactics 667
Sixth, propagation tactics 667
Seventh, development tactics 668
Eighth, service tactics 669
Ninth, information tactics 670
Section Two Marketing channel analysis of China Beer 671
First, marketing network struction 671
Second, existing problem of marketing network 676
Third,contradiction between manufacturing company and distributor 679
Fourth, agent system of beer distributor and distribution of many channels 680
Fifth,deep distribution 681
Sixth, terminal strategy analysis of market 684
Section Three The marketing tactics analyzsis of rural beer 697
First, products tactics 698
Second, advertising tactics 699
Third, price tactics 700
Fourth, channel tactics 701
Section Four Marketing outlet of medium and small beer enterprise 702
First, problem where medium and small beer enterprise faces 702
Second, outlet of medium and small beer 704
Third, competitive strategy of market of medium and small beer enterprises 707
Fourth, urban marketing analysis of medium and small beer enterprise 709
Section Five Case analysis 725
First, Analysis that" Santory beer " succeed in being listed in Shanghai 725
Second, advertising tactics of Budweiser 733
Third, attack strategy in west of Guangdong of Yanjing beer 737
Section Six Perspective of marketing new situation of China Beer of 2005 748
First, review of 2005 749
Second, new factor of the marketing warfare of 2006 755
Chapter Eleventh Innovation suggestion of beer industrial investment 759
Section One Innovation obtain more competition advantage for " beer industry" 759
Section Two How improve success rate of new beer product development 762
First, main reason why defeat in new product development 763
Second, tactics that improve the success rate of new product development 766
Section Three Suggestions of management innovation 769
First, current situation of management 769
Second, management innovation tactics 769
Section Four Innovation of production technology 772
First, reference of world new production technology 772
Second,beer production management 774
Third, enzymic preparation in beer production 775
Section Five China Beer industry should take a broad view of world to seek international arena 778
CHART CONTENTS
Chart:Beer output form of every historical periods of our country 3
Chart:During the period of " the tenth five-year plan " the change table of sales income of beer products 5
Chart:National total of the output of beer products in February - December of 2005 17
Chart:The main economic indicator of national beer manufacture in January - December of 2005 18
Chart:National total of the output of beer products in February - March of 2006 37
Chart:The national main economic indicator of beer manufacture in January - February of 2006 38
Chart:Beer output of countries all over the world of 2004 42
Chart:Volume of consumption of beer of world every continent area of 2004 43
Chart:The top ten countries of beer consumption of world of 2004 43
Chart:The billboard of world ten major beer brand 56
Chart:Production analysis of alcoholic drinks and beverage industry in January - December of 2005 69
Chart:The production proportion of sub industry of beverage industry in 2005 70
Chart:The increase situation of gross production value and sales income of alcoholic drinks and beverage industry of 2005 71
Chart:Profit analysis of beverage industry in January - December of 2005 72
hart : Profit analysis of alcoholic drinksic manufacturing in January - December of 2005 72
Chart:The total profit and situation of loss of alcoholic drinks and beverage industry of 2005 73
Chart:Profit rate analysis of beverage industry in January - December of 2005 74
Chart:The profit rate analysis of alcoholic drinks industry in January - December of 2005 74
Chart:The increase rate of cost of beverage industry in January - December of 2005 75
Chart:The increase rate of cost of alcoholic drinks industry in January - December of 2005 76
Chart:The change of main expenses of alcoholic drinks and beverage industry of 2005 (1) 76
Chart:The change of main expenses of alcoholic drinks and beverage industry of 2005 (2) 77
Chart:Assets and fund change of alcoholic drinks and beverage industry of 2005 78
Chart:The increase situation of output of alcoholic drinks and beverage industry in December of 2005 80
Chart:The sale and finished product analysis of alcoholic drinks and beverage industry of 2004-2005 81
Chart:The increase situation of selling value and finished products of alcoholic drinks and beverage industry in January - December of 2005 81
Chart:The products sales rate of beverage industry in March of 2004 - December of 2005 83
Chart:The products sales rate of alcoholic drinks industry in March of 2004 - December of 2005 83
Chart:The increase situation of delivery value of exports of alcoholic drinks and beverage industry of 2005 84
Chart:Centralization of the top ten enterprises of alcoholic drinks and beverage industry in 2005 85
Chart:The profit increase situation of different scale enterprises of alcoholic drinks and beverage industry in 2005 86
Chart:The profit increase situation of different ownership enterprises of alcoholic drinks and beverage industry in 2005 87
Chart:The total profit proportion of different ownership enterprises of alcoholic drinks and beverage industry in 2005 88
Chart:Supply market of of Chinese beer barley 103
Chart:Season index analysis of beer barley 105
Chart:The national imports and exports data of beer that made by malt in January - December of 2005 115
Chart:The national import data according to country ( Area ) of beer that brewage by malt in January of 2005 122
Chart:The national import data according to country ( Area ) of beer that brewage by malt in February of 2005 122
Chart:The national import data according to country ( Area ) of beer that brewage by malt in March of 2005 123
Chart:The national import data according to country ( Area ) of beer that brewage by malt in April of 2005 124
Chart:The national import data according to country ( Area ) of beer that brewage by malt in May of 2005 124
Chart:The national import data according to country ( Area ) of beer that brewage by malt in June of 2005 125
Chart:The national import data according to country ( Area ) of beer that brewage by malt in July of 2005 126
Chart:The national import data according to country ( Area ) of beer that brewage by malt in August of 2005 126
Chart:The national import data according to country ( Area ) of beer that brewage by malt in September of 2005 127
Chart:The national import data according to country ( Area ) of beer that brewage by malt in October of 2005 128
Chart:The national import data according to country ( Area ) of beer that brewage by malt in November of 2005 128
Chart:The national import data according to country ( Area ) of beer that brewage by malt in December of 2005 129
Chart:The import statistical form of beer of our country in February of 2006 130
Chart:The national export data according to country ( Area ) of beer that brewage by malt in January of 2005 131
Chart:The national export data according to country ( Area ) of beer that brewage by malt in February of 2005 132
Chart:The national export data according to country ( Area ) of beer that brewage by malt in March of 2005 133
Chart:The national export data according to country ( Area ) of beer that brewage by malt in April of 2005 134
Chart:The national export data according to country ( Area ) of beer that brewage by malt in May of 2005 135
Chart:The national export data according to country ( Area ) of beer that brewage by malt in June of 2005 136
Chart:The national export data according to country ( Area ) of beer that brewage by malt in July of 2005 137
Chart:The national export data according to country ( Area ) of beer that brewage by malt in August of 2005 138
Chart:The national export data according to country ( Area ) of beer that brewage by malt in September of 2005 139
Chart:The national export data according to country ( Area ) of beer that brewage by malt in October of 2005 140
Chart:The national export data according to country ( Area ) of beer that brewage by malt in November of 2005 141
Chart:The national export data according to country ( Area ) of beer that brewage by malt in December of 2005 142
Chart:The state that Japan import China Beer in 2005 144
Chart:The state that Japan import China Beer in March of 2006 144
Chart:The export data of Shandong province that beer brewage by malt in January - December of 2005 145
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in January of 2005 145
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in February of 2005 146
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in March of 2005 147
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in April of 2005 148
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in May of 2005 149
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in June of 2005 149
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in July of 2005 150
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in August of 2005 151
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in September of 2005 152
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in October of 2005 153
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in November of 2005 154
Chart:The Shandong province export data according to country ( Area ) of beer that brewage by malt in December of 2005 155
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in January of 2005 156
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in February of 2005 156
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in March of 2005 157
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in April of 2005 157
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in May of 2005 158
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in June of 2005 158
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in July of 2005 159
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in August of 2005 159
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in September of 2005 160
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in October of 2005 161
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in November of 2005 161
Chart:The Guangdong province export data according to country ( Area ) of beer that brewage by malt in December of 2005 162
Chart:Developmental trend picture of the volume of production and marketing of North China beer in 1999-2010 165
Chart:Main economic indicator of Beijing beer manufacture of 2005 166
Chart:Main economic indicator of Tianjin beer manufacture of 2005 169
Chart:Main economic indicator of Hebei beer manufacture of 2005 172
Chart:Main economic indicator of Shanxi beer manufacture of 2005 176
Chart:Main economic indicator of Inner Mongol beer manufacture of 2005 178
Chart:Total output of beer products of Beijing in February - December of 2005 189
Total output of beer products of Beijing in February - March of 2006 190
Chart:Total output of beer products of Inner Mongol in February - December of 2005 196
Chart:Total output of beer products of Inner Mongol in February - March of 2006 196
Chart:Total output of beer products of Tianjin in February - December of 2005 201
Chart:Total output of beer products of Tianjin in February - March of 2006 202
Chart:Total output of beer products of Hebei in February - December of 2005 202
Chart:Total output of beer products of Hebei in February - March of 2006 202
Chart:Total output of beer products of Shanxiin February - December of 2005 203
Chart:Total output of beer products of Shanxi in February - March of 2006 203
Chart:Main economic indicator of Liaoning Province beer manufacture of 2005 205
Chart:Main economic indicator of Jilin Province beer manufacture of 2005 208
Chart:Main economic indicator of Heilongjiang Province beer manufacture of 2005 212
Chart:Total output of beer products of Liaoning Province in February - December of 2005 217
Chart:Total output of beer products of Liaoning Province in February - March of 2006 217
Chart:Total output of beer products of Jilin Province in February - December of 2005 218
Chart:Total output of beer products of Jilin Province in February - March of 2006 218
Chart:Total output of beer products of Heilongjiang Province in February - December of 2005 219
Chart:Total output of beer products of Heilongjiang Province in February - March of 2006 219
Chart:Main economic indicator of Shanghai beer manufacture of 2005 220
Chart:Main economic indicator of Jiangsu beer manufacture of 2005 224
Chart:Main economic indicator of Zhejiang beer manufacture of 2005 228
Chart:Main economic indicator of Anhui Province beer manufacture of 2005 232
Chart:Main economic indicator of Fujian Province beer manufacture of 2005 236
Chart:Total output of beer products of Shanghai in February - December of 2005 245
Chart:Total output of beer products of Shanghai in February - March of 2006 246
Chart:Total output of beer products of Zhejiang Province in February - December of 2005 248
Chart:Total output of beer products of Zhejiang in February - March of 2006 249
Chart:Total output of beer products of Anhui Province in February - December of 2005 249
Chart:Total output of beer products of Anhui Province in February - March of 2006 250
Chart:Total output of beer products of Shandong in February - December of 2005 254
Chart:Total output of beer products of Shandong in February - March of 2006 255
Chart:Total output of beer products of Fujian Province in February - December of 2005 261
Chart:Total output of beer products of Fujian Province in February - March of 2006 261
Chart:Total output of beer products of Jiangsu Province in February - December of 2005 267
Chart:Total output of beer products of Jiangsu Province in February - March of 2006 268
Chart:Total output of beer products of Jiangxi Province in February - December of 2005 268
Chart:Total output of beer products of Jiangxi Province in February - March of 2006 269
Chart:Total output of beer products of Hubei Province in February - December of 2005 278
Chart:Total output of beer products of Hubei Province in February - March of 2006 278
Chart:Total output of beer products of Hunan Province in February - December of 2005 281
Chart:Total output of beer products of Hunan Province in February - March of 2006 281
Chart:Total output of beer products of Guangdong Province in February - December of 2005 290
Chart:Total output of beer products of Guangdong Province in February - March of 2006 291
Chart:Total output of beer products of Guangxi in February - December of 2005 291
Chart:Total output of beer products of Guangxi in February - March of 2006 292
Chart:Total output of beer products of Hainan Province in February - December of 2005 292
Chart:Total output of beer products of Hainan Province in February - March of 2006 292
Chart:Beer brand which the Kunming distributor sold 300
Chart:Beer brand which the consumers of Kunming like 301
Chart:The interviewee in Yunnan is in the choice to e | 
