随着国家出台利好政策支持夜间经济发展，酒馆行业迎来发展机遇期，X酒馆也随之成立。然而，环境不确定性的增大导致X精酿酒馆现有的营销策略滞后，精酿啤酒产品品牌创新不足，定价机制缺少科学论证，营销渠道相对单一，促销手段过于保守。

为了帮助X精酿啤酒馆化解营销策略上存在的问题，提升经营绩效，本文基于STP理论和4P理论，建立了X精酿啤酒馆营销策略选择研究框架，采用访谈、问卷调查等研究方法，结合SWOT分析法、PEST分析法、矩阵分析法、层次分析法等工具，把定性和定量分析相结合，探讨如何X精酿啤酒馆营销策略的选择问题。研究内容重点讨论四个方面，一是外部环境分析，二是内部环境分析，三是X精酿啤酒馆营销策略的选择与实施，四是X精酿啤酒馆营销策略实施的保障措施。

首先，外部环境分析方面。分析了政策法律环境、经济环境、社会环境、技术环境这些宏观环境，进行了五力模型分析，在此基础上进行了外部营销环境评价。研究结果发现，X精酿啤酒馆面临10种外部环境因素，机会和威胁分别有6种和4种，消费者对高品质啤酒需求增加是最大机会，对手实力较强且品牌知名度高是最大威胁。X精酿啤酒馆对外部环境因素的反应能力高于行业平均水平，在利用机会和回避威胁方面的能力强于多数酒馆。其次，内部环境分析方面，介绍了X精酿啤酒馆的发展历程和酒馆文化，分析了酒馆的资源和能力。经过访谈识别出5种优势和5种劣势，最大的优势是拥有广泛的客户基础，最大的劣势是品牌影响力有待提升。研究还发现，X精酿啤酒馆对内部环境因素的反应能力低于行业平均水平，处于弱势地位。再次，X精酿啤酒馆营销策略的选择与实施方面。进行了STP分析，X精酿啤酒馆应选择的目标市场是周边社区、年轻人和中年人、中高收入群体，市场定位于提供本地特色、文艺氛围、创新口味、社交聚会、高品质服务的精酿啤酒馆。根据吸引力总分结果，分数最高的是渠道策略，其次依次是促销策略、产品策略和价格策略。说明渠道策略是X精酿啤酒馆主导性营销策略，能够帮助酒馆带来更高收益，但也需要结合其他三种营销策略发挥组合作用。实施营销策略可以从4P理论出发，本文提出了产品策略、价格策略、渠道策略和促销策略的实施建议。最后，X精酿啤酒馆营销策略实施的保障措施方面。从组织、财务、人才三方面提出保障措施，建议加强组织管理保障、建议强化财务保障、重视人才保障。

本文可能的创新有两点，一是帮助X精酿啤酒馆梳理出了外部和内部环境因素，二是为X精酿啤酒馆提出了营销策略实施路径。

With the introduction of favorable policies by the country to support the development of the nighttime economy, the tavern industry has ushered in a period of development opportunities, and X Tavern has also been established. However, the increase in environmental uncertainty has led to a lag in the existing marketing strategy of X Craft Brewery, insufficient brand innovation in craft beer products, a lack of scientific justification for pricing mechanisms, relatively single marketing channels, and overly conservative promotional methods.

In order to help X Craft Brewery solve marketing strategy problems and improve business performance, this thesis establishes a research framework for X Craft Brewery's marketing strategy selection based on STP theory and 4P theory. Research methods such as interviews and questionnaire surveys are used, and tools such as SWOT analysis, PEST analysis, matrix analysis, and Analytic Hierarchy Process are combined to combine qualitative and quantitative analysis to explore how to select X Craft Brewery's marketing strategy. The research focuses on four aspects, including external environment analysis, internal environment analysis, selection and implementation of marketing strategies for X Craft Brewery, and guarantee measures for the implementation of marketing strategies.

Firstly, in terms of external environment analysis, we analyzed macro environments such as policy and legal environment, economic environment, social environment, and technological environment, conducted a five force model analysis. Based on this, we conducted an external marketing environment evaluation. It is found that X Craft Brewery is facing 10 external environmental factors, with 6 opportunities and 4 threats, respectively. The biggest opportunity is the increase in consumer demand for high-quality beer, while the biggest threat is the strong opponent and high brand awareness. The response ability of X Craft Brewery to external environmental factors is higher than the industry average, and its ability to take advantage of opportunities and avoid threats is stronger than most taverns. Secondly, in terms of internal environment analysis, the development process and tavern culture of X Craft Brewery are introduced, and the resources and capabilities of the tavern are analyzed. After interviews, 5 advantages and 5 disadvantages are identified. The biggest advantage is having a broad customer base, while the biggest disadvantage is that brand influence needs to be improved. The study also found that the responsiveness of X Craft Brewery to internal environmental factors is lower than the industry average, and it is in a disadvantaged position. Once again, regarding the selection and implementation of marketing strategies for X Craft Brewery. After conducting STP analysis, X Craft Brewery should target the surrounding communities, young and middle-aged people, and middle to high-income groups. The market positioning is to provide local characteristics, cultural atmosphere, innovative flavors, social gatherings, and high-quality services for craft breweries. According to the total score of attractiveness, the channel strategy has the highest score, followed by promotion strategy, product strategy, and price strategy. The channel strategy is the dominant marketing strategy of X Craft Brewery, which can help the brewery bring higher profits, but it also needs to be combined with the other three marketing strategies to play a combined role. The implementation of marketing strategies can be based on the 4P theory. This thesis proposes implementation suggestions for product strategy, price strategy, channel strategy, and promotion strategy. Finally, regarding the guarantee measures for the implementation of the marketing strategy of X Craft Brewery. We propose security measures from three aspects of organization, finance, and talent, and suggest strengthening organizational management support, strengthening financial support, and valuing talent support.

There are two possible innovations in our research. Firstly, it helps X Craft Brewery to identify external and internal environmental factors. Secondly, it proposes marketing strategy implementation paths for X Craft Brewery.