高质量发展背景下中国啤酒企业营销模式创新路径研究

中国啤酒产业经过多年发展进入存量市场，内外因素促使啤酒行业转向高质量发展阶段，创新驱动是啤酒企业高质量发展的关键要素，营销创新是企业创新的重要组成部分，营销模式创新是营销创新的具体表现。文章从啤酒企业营销实践发展出发，分析营销模式创新的必要性和可行性。通过揭示模式创新瓶颈，以用户思维为起点，论述了品牌管理模式、产品模式、全渠道模式三种主要的企业营销模式创新路径，对啤酒企业和相关产业起到启示作用。

Innovation path of marketing models of beer enterprises in China under the background of high-quality development

After years of development, China's beer industry has entered the stock market, and the internal and external factors have prompted the beer industry to shift to a stage of high-quality development. Innovation-driven is the key element for the high-quality development of beer enterprises, marketing innovation is the important part of enterprise innovation, and marketing model innovation is a concrete manifestation of marketing innovation. Starting from the development of beer enterprise marketing practice, the necessity and feasibility of marketing model innovation was analyzed. By revealing the bottleneck of model innovation and starting from user thinking, the three main innovation paths of corporate marketing model, brand model, product model, and omni-channel mode were discussed, which will give inspiration to beer companies and related industries.