Analysis on the organizational management of Tsingtao Beer

Abstract

At present, in China, the domestic beer market has turned to the stock market as a whole, and the market competition is fierce. Affected by the global pandemic, risks such as insufficient supply of raw materials and rising costs have increased, and traditional offline consumption scenarios and channels have also been impacted. These factors increase the management pressure of domestic beer enterprises. Tsingtao beer, as one of the leading beer enterprises, is obviously representative of the industry. The SWOT analysis method will be used as the main means to analyze the case of Tsingtao beer, including the internal and external environment, to identify the strengths, weaknesses, opportunities and threats, so as to find the problems such as insufficient use of funds and excessive reliance on government subsidies, and finally put forward suggestions such as enriching the product structure, focusing on the middle and high-end market, strengthening network marketing and extending brand value.