近年来,随着啤酒市场竞争的激烈、渠道的不断下沉、企业销售规模的逐步扩大、市场运作的精细化以及市场区域的日益扩展,营销本土化孕育而生,并逐步盛行。不仅外资啤酒越来越本土化,国内啤酒的本土化趋势也愈演愈烈,如外资的百威英博,国内青啤、燕京啤酒、金星啤酒等越来越多的企业对本土营销产生了浓厚的兴趣,但随着本土营销战略的开展,其利弊亦随之凸现出来! In recent years, with the fierce competition in the beer market, the channel continues to sink, the gradual expansion of the scale of business sales, the refinement of market operations and the growing market area, marketing localization born, and gradually prevailed. Not only foreign beer is more and more localized, the domestic beer localization trend is also intensified, such as foreign Budweiser InBev, domestic Tsingtao Beer, Yanjing Beer, Venus Beer and other more and more companies have a strong interest in local marketing , But with the local marketing strategy, its advantages and disadvantages also will be highlighted!