摘 要

啤酒是也被誉为“液体面包”，是一种浓度较低的酒精饮料。时至今日，啤 酒的消费量已跃居酒类市场的第一名。全球约有 165 个国家和地区生产啤酒，全

世界一年啤酒生产量达 1 亿多吨，人均消费量 20 升以上。啤酒已成为国际上通 用的饮料。

中国是一个相对开放的市场，随着涉足 WTO 后国际化趋向进一步加强，西方 啤酒市场日趋饱和，中国啤酒市场庞大潜力已经越来越引起世界投资者的关注， 更多的国际啤酒企业进入中国啤酒市场。而在这场市场竞争中，广告是企业以及 产品进入市场必不可少的媒介。通过广告，把企业信息高效送达给受众，利用广 告，企业可以有效地树立杰出形象，取得优势。

世界第二大啤酒生产厂商喜力啤酒在进入中国的 20 几年里，运用主题鲜明， 内涵丰富，针对性强的广告成功吸引消费者的注意，并收获极高的消费者忠诚度。 那么喜力啤酒的广告具有哪些优点和创意，还存在哪些问题和不足，消费者对其 的态度评价又是如何，这些问题都值得我们探讨，研究结果对喜力啤酒以及其他 啤酒厂商的发展有着一定的借鉴意义。

关键词：喜力啤酒；广告创意；营销；借鉴意义

ABSTRACT

Beer is a kind of low concentration alcohol, barley malt, hops, water as the main raw materials, fermentation by yeast and low alcohol wine, full of carbon dioxide, which are referred to as "liquid bread", is a kind of low concentration of alcoholic beverages. At present, beer has developed into the world's largest wine production and consumption of alcohol is. About 165 countries and regions in the world production of beer, the beer production of more than 100 million tons a year, more than 20 liters per capita consumption. Beer has become a general international beverage.

Chinese beer market openness is a strong market, with further enhance internationalization trend after joining the WTO, due to the European and American beer market has become increasingly saturated, the great potential of Chinese beer market has caused the world more and more investors, greater access to international beer giant China beer market. In the fierce market competition, advertising is an essential part of enterprises and products enter the market. With advertisements, can effectively convey to the customers, the enterprise information through advertising, companies can effectively establish a good image, gain a competitive advantage. In a way, what about the effect of advertising depends on the advertising originality.

The world's second largest heineken beer manufacturers in China's 20 years, with distinct themes, rich connotation, targeted advertising success to attract the attention of consumers, and high customer loyalty. So what heineken beer advertising has strengths and originality, also what are the problems and deficiencies, and how consumer's attitude toward the evaluation, these problems are worthy of our discussion, the results of the study on the development of heineken beer and other manufacturers have certain reference significance.

Key word: Heineken ; Advertising creative; Marketing; reference

目 录

第一章 喜力啤酒的历史........................................................ 6

1.1 喜力啤酒公司简介 ..................................................... 6

1.1.1 喜力啤酒公司历史发展............................................... 6

1.1.2 喜力啤酒的世界市场地位............................................. 7

1.1.3 喜力啤酒在中国的产品分类.......................................... 10

1.2 喜力啤酒中国发展现状................................................ 10

第二章 喜力啤酒的广告创意分析............................................... 12

2.1 广告创意的定义...................................................... 12

2.2 喜力啤酒广告创意分析................................................ 14

2.2.1 喜力啤酒品牌 Logo 14

2.2.2 平面广告创意分析.................................................. 15

2.2.3 体育赛事广告创意分析.............................................. 20

第三章问卷调查设计分析...................................................... 25

3.1 问卷设计............................................................ 25

3.2 样本描述............................................................ 25

3.3 数据分析............................................................ 30

3.4 喜力啤酒广告创意的特色.............................................. 31

3.5 喜力啤酒广告创意存在的问题.......................................... 32

第四章 喜力啤酒广告在代言人选择上的策略分析 ................................. 34

4.1 明星代言现状及原因 .................................................. 34

4.2 消费者对代言人偏好认识 .............................................. 34

4.3 代言人选择 .......................................................... 35

4.4 喜力啤酒竞争对手代言人选择调查与分析 ................................ 37

4.5 喜力啤酒应该怎么做给出建议 .......................................... 40

第五章 喜力啤酒广告与植入式广告的结合策略分析 ............................... 42

5.1 电影植入广告概述 .................................................... 42

5.2 电影植入广告形式 .................................................... 42

5.3 电影植入广告 SWOT 分析 43

5.4 喜力啤酒电影植入广告策略分析 ........................................ 45

第六章 喜力啤酒广告与社会责任策略分析....................................... 47

6.1 广告社会责任概述 .................................................... 47