中小啤酒企业由于品牌、规模、资金等要素资源明显滞后于大企业,经济实力不强,因而在激烈的竞争中始终处于不利地位。生产、销售、管理等环节许多问题:一是品牌社会效应差,市场狭窄,占有率低,销售不畅;二是生产未能与销售很好地协调,旺季手忙脚乱,顾此失彼,产量上不去,生产影响销售;淡季死气沉沉,市场乏力,销售近乎停滞,严重制约生产;三是成本费用高,酒价低,效益差;四是产品结构不合理,同质化严重,质量不高,创新意识不强,企业发展后劲不足。在啤酒行 Small and medium-sized beer enterprises have lagged behind in the fierce competition due to the obvious lagging behind of the resources of brands, scales and funds in large enterprises and their low economic strength. Production, marketing, management and other aspects of many problems: First, poor brand social effects, the market is narrow, low share, poor sales; Second, the production failed to coordinate well with the sales season busy rush, take care of this loss, The impact of production on sale; low season dead, the market weakness, sales almost stagnant, seriously restricting production; Third, high cost, low prices, poor efficiency; Fourth, the product structure is unreasonable, serious homogeneity, low quality, innovative awareness Strong, lack of development potential. In the beer line