| Title: | Research on the Development Strategy of Changzhou Tianmu Lake Beer Company |
| Author: | Wang Zhuoshi |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 14th National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 (pp.2161-2170) Click PDF |
Abstract
Background: Since China’s reform and opening up, the beer industry has experienced rapid development, making China the world’s largest beer producer. After China’s entry into the WTO, international beer brands have entered the Chinese market, bringing unprecedented opportunities and competitive pressures to domestic enterprises. The beer market has entered a mature stage with consumption growth slowing from 20% in the early 1990s to 3% currently.
Objectives: To analyze the development strategy of Changzhou Tianmu Lake Beer Company through comprehensive internal and external environment analysis, identify strategic positioning suitable for the company’s advantages and industry environment, and propose strategic implementation measures to enhance competitiveness and achieve sustainable development.
Methods: This study employed qualitative research methods including case study analysis, strategic management frameworks PEST analysis, Porter’s Five Forces model, and SWOT analysis . Data were collected from company reports, industry publications, and financial statements covering the period from 2007-2010.
Findings: The analysis revealed that Tianmu Lake Beer Company possessed advantages in green technology, regional brand recognition, and government support, but faced challenges including limited national brand awareness, narrow marketing channels, and shortage of high-level talent. The company should focus on consolidating high-end market share, developing light beer products, implementing forward integration, and expanding rural markets.
Conclusion: Tianmu Lake Beer Company should adopt a differentiation strategy emphasizing green and healthy brewing concepts, strengthen brand building, expand market coverage, and implement supporting organizational and cultural changes to achieve sustainable competitive advantage in the increasingly competitive beer industry.
Keywords: beer industry, development strategy, competitive advantage, strategic management, SWOT analysis
6317195848 Wang Zhuoshi, 2568(2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), Research on the Development Strategy of Changzhou Tianmu Lake Beer Company, นำเสนอในที่ประชุมวิชาการ (Conference), The 14th National and International Academic Conference, Online Conference, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย