啤酒作为酒类市场上重要的一个组成部分,由于消费群体相对广泛,历来在传播层面都是十分活跃的品类,由于啤酒的竞争十分激烈,因此,清晰的品牌规划和创新式的品牌传播手段决定着市场的成功。燕京啤酒发展至今,品牌的成功除了依靠产品开发的不断创新(纯生、果啤、鲜啤等等)与紧跟时代脉搏(比如:品牌数字化营销战略的“古惑水浒兄弟版”鲜啤),能取得如此辉煌的市场 As an important part of the alcoholic beverage market, beer has always been a very active category at the dissemination level due to the relatively extensive consumer groups. Due to the fierce competition in beer, clear brand planning and innovative brand communication methods are determined. The success of the market. Yanjing Beer has developed so far, the success of the brand in addition to relying on continuous innovation in product development (bearing, fruit beer, fresh beer, etc.) and keeping up with the pulse of the times (such as: the brand’s digital marketing strategy “Guasang brothers version ” Fresh beer, can achieve such a brilliant market