Quality makes dreams come true.

If a bottle of beer has a memory, it will tell you whether the consumer who bought and tasted it is male or female, how old he is, what nationality he is, what level of education he has received, and even tell you what his personality is. Next, I will take you to see a wonderful article that casts a dream!

BudNet of Budweiser, brand building and marketing management methods of Budweiser have brought vitality and vitality to the beer business chain, and also changed the operation mechanism of the whole beer industry. Therefore, Budweiser knows the market demand better than other beer companies.

Would you believe it?

If you don't believe me? Then let Budweiser tell you. The growth track of a bottle of beer shows a business logic? Atypical? Winner, one? Glory? International beer sponsor of 2008 Beijing Olympic Games.

? Eagle? How do you develop your temperament?

In the United States, Budweiser is a kind of beer that consumers stop at a bar on their way home after a hard day's work. Budweiser beer is always associated with overalls, greasy hands, hard work and other words, which are all emphasized by Budweiser beer? Dream? A man image with dreams, strength and labor pride is a perfect representative of Budweiser beer consumers.

Budweiser beer belongs to Anheuser? The boss company 1852 began to produce beer, and the company 1876 began to use it? Budweiser beer? This trademark has opened up the market.

What is the trademark of Budweiser beer? Eagle? As a subject, because? Eagle? It has the meaning of strength and majesty, is also a symbol of the American nation, and also indicates the ambition of Budweiser beer. At the same time, Budweiser's design is closely coordinated, perfect and harmonious, and its products are perfectly unified with the image of American workers and American traditional virtues; 1933, the United States abolished prohibition, Anheuser? Boss company specially chose a barrel of good Budweiser beer and used a horse named Budweiser? Chris Dyer's horse was sent to Washington for the then President of the United States, which aroused strong public response. So, Budweiser? Fame The image of the horse has also become the symbol of the company.

These two symbols with different personalities show that Budweiser beer does not emphasize the status of social members, but exists in a more subtle and implicit way. Because paying too much attention to status runs counter to the American belief in social equality and classless society. Many of them believe in equal opportunities, which is not only an American ideal, but also the actual situation of their lives. In a society where people can decide their own destiny, people at the bottom of the society will have more hope to see their dreams and bright future.

In fact, the beauty and success of Budweiser beer in the United States did not happen overnight. At that time, the predecessor of American Budweiser? Budweiser beer? As Czech beer, it was born in the fierce competition with German beer.

Production of Budweiser Beer in Czech Republic? Budweiser/Budweiser? Beer company and Anheuser, who produces Budweiser beer in America? Booz Company is far away from Wan Li, but it has traces of history.

In the year when Budweiser was founded, Abel Hald, a German descendant who originally ran a soap factory? Anheuser took over the local bankrupt Bavarian brewery. He and his son-in-law Adolf? Bos * * * founded Anheuser? Bos Beer Company, on the one hand, is trying to attract German-American customers by borrowing the reputation of Budweiser, a famous beer producing area, and on the other hand, is trying to cooperate with the Czech Republic? Budweiser beer? In the beer competition, the company also named its own beer? Budweiser beer? .

However, Americans have always believed that Budweiser originated from German immigrants who came to the United States from Europe and began to produce and use the trademark at 1876, while the Czech side insists that they are talents? Budweiser beer? Authentic, and stressed that as early as 1872, Budweiser beer from the Czech Republic has been exported to the American market. After some quarrels, the two sides reached a compromise at 19 1 1, and Budweiser was finally used in the American market? Budweiser beer? Trademark right. After a while, Budweiser? The dispute over trademark rights once subsided, but Budweiser never gave up its efforts to drive Czech Big Brother out of the American market. 1939, American Budweiser Company finally won a total victory, and Czech Budweiser Company had to completely give up its use in the United States? Budweiser beer? 、? Budweiser? And then what? Bud. And a series of trademark rights, Czech Budweiser finally disappeared from the American market.

Even so, American Budweiser? Ambition? I never put it down. From 199 1 to 1996, American Budweiser held many discussions with Czech Budweiser, hoping to acquire a 34% stake in Czech Budweiser, but the Czech government at that time did not agree. In recent years, the trademark lawsuits of American Budweiser and Czech Budweiser are still going on intermittently, not only all over Europe, but also spread to other parts of the world, and both sides have their own winners and losers. American Budweiser Company is allowed to sell products in Europe 1 1 countries. Budweiser beer? Brand Budweiser beer, but in Germany, Austria and other eight countries, can only be used? American bud? Appear on the face. Although Czech Budweiser won the case in Germany, Austria, Britain and other countries, it was successfully banned by American Budweiser in Finland, Denmark, Argentina, Australia, New Zealand, Brazil and other countries outside Europe.

Technology wins.

Budweiser is in the traditional beer industry, but does not forget to continue to grow itself? Science and technology foundation? .

Budweiser once cooperated with a software company to develop a software, which unified the data collection of dealers and simplified their data integration. Companies and distributors have gradually realized the importance of this strategy, and the data collection of wholesalers and retail stores has produced a win-win effect.

Harry, editor-in-chief of American beer industry magazine? Schmidt said: Success depends mainly on people's brains. In the whole beer industry, Budweiser is the cleverest, because it can dig out gold from data and know how to make effective use of these data to formulate targeted and timely strategies, which is beyond others' reach. ?

In fact, as early as 1997, when Budweiser was closely integrated with information technology, Budweiser's profits had maintained double-digit growth for 2 consecutive quarters, while their main competitors' performance was flat and lost their luster. Until today, Budweiser is still the most important and only company in the industry that is highly dependent on information and data. According to data from AC Nielsen, Budweiser conducts its own beer drinker survey every month, which is part of its huge information system. Through these complicated data and information, brand managers and distributors of Budweiser make full use of their experience and courage to effectively adjust their promotion, advertising, promotion and delivery strategies. The promotion of new products depends on the support of this information system. For example, the successful promotion of their other brand, Michelob Ultra, stems from the company's data mining. They found that consumers' demand for low-calorie beer was gradually expanding, so they accelerated the development of this new product. The result became an instant hit and became one of the new products that the company has been proud of.

Obviously, Budweiser's marketing management decision-making system is based on data, and every decision they make needs a lot of data to demonstrate and support, which is also a common decision-making model of many multinational enterprises. In a mature and stable market, systematic scientific data can indeed avoid many risks and help enterprises make scientific decisions, which is also a sign of mature enterprise management. Early start, correct method and unremitting efforts have brought impressive sales results to Budweiser.

Strong? Quarterback?

Usually in American football, the quarterback is the captain of the attacking team. He is the brain of the team, and he must lead the team to carry out the tactics assigned by the coach. Budweiser is the quarterback of Budweiser.

In the highly competitive beer industry, Budweiser dealers not only rely on human resources, but also make full use of the power of information technology. They set up a company called. BudNet？ The national sales information system is as important and confidential to Budweiser as the documents of the CIA are to the US government.

As early as three years ago, Budweiser's sales revenue in the United States reached1600 million US dollars, making its market share exceed 50%. This is indeed an amazing performance in an era of economic depression, abnormal climate, increasingly strict restrictions on alcohol intake by the federal government and increasingly heavy taxation in the wine industry. Faced with this achievement, Budweiser's main competitors are at a loss. People always seem to attribute Budweiser's impressive record of failure to advertising, believing that advertising has shaped Budweiser's brand image and successfully locked in a group of loyal consumers. However, the success of Budweiser can not be ignored? Secret weapon? That's the distribution system called BudNet that competitors can't catch up with.

How does BudNet work? First of all, the sales representatives of Budweiser beer use computers to accept new sales orders and collect the marketing trends of competitors. Then the supplier collects all the scattered data and transmits them to Budweiser head office continuously every day. Secondly, the brand manager of Budweiser began to analyze these collected data in order to adjust the strategy in time, and at the same time issued new instructions to major distributors, and then distributors could directly connect with Budweiser to get the latest situation; Finally, the sales staff of Budweiser rearranged the products according to the suggestions of the company and dealers, and turned over the inventory in the store in time.

It is such a highly intelligent distribution system that Budweiser can really adjust its strategy in real time and appear in front of competitors and consumers, thus forming a virtuous circle. Budweiser is like Budweiser Beer Kingdom? Fix the Poseidon needle? , will it? Locked in the boudoir? Don't let it show easily. Many senior managers of Budweiser, once asked about this system, often keep their mouths shut and rarely make any comments, let alone disclose any details. It's like the magic secret recipe of Coca-Cola and Pepsi, which always makes people? Is it confidential? .

However, there are still many. Curious? Experts have gradually figured out some doorways of BudNet. They believe that the most amazing thing about this system is its accuracy, which can really find out what beer lovers are buying, where to buy it, and why they prefer a certain brand to other brands. For example, if you bought a bottle of Budweiser beer in a bar, the Budweiser dealer may have recorded how much you spent, whether the beer was warm or cold when you bought it, whether you had a chance to buy a cheaper Budweiser in the street, where the beer you bought was brewed, and so on.

This is how Budweiser uses these fine and accurate data and information to adjust its market strategy at any time and formulate targeted promotion plans to meet the needs of different consumer groups in the current beer market. At the same time, it can also detect the preference trends of competitors in time, give immediate feedback and respond quickly, create huge competitive advantages and take the lead in striving for market space and time.

BudNet of Budweiser not only brings vitality to the beer chain, but also changes the operation mechanism of the whole beer industry. It can be said that Budweiser's intelligent distribution network is setting off a quiet revolution in the beer industry and even the whole beverage industry.

Compared with domestic beer enterprises, Budweiser's marketing and management are undoubtedly refined. Output is determined by quantity, advertising quantitative analysis and calculation, consumer consumption pattern research, market research and analysis spare no effort. Due to proper management, Budweiser knows the market demand better than other beer enterprises. Therefore, in the fierce competition in the beer industry, Budweiser really began to feel that Coca-Cola was the overlord in the beverage industry.

Budweiser beer? Full running front? the Chinese Dream

In a football game that pays great attention to skills and tactics, a player with special skills in a certain position can usually make the team play more efficiently, especially in? Urging the city to pull the village? This is especially true for players in position. While safeguarding the overall interests, the full-running striker will go all out to make use of his strong body, cross the opponent's defense line and push the whole team forward.

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