白沙新二类卷烟品牌营销策略研究

发布时间：2018-01-07 03:29

本文关键词：白沙新二类卷烟品牌营销策略研究　出处：《湖南大学》2012年硕士论文　论文类型：学位论文

【摘要】：2009年,国家局对卷烟消费税率进行调整,提高了甲乙类烟的划分标准,标准调整后,二类烟占全国卷烟总量的比例从2008年的11%锐减至2009年的4%,成为比重最低的产品价类。湖南中烟工业有限责任公司在2009年底明确提出了“要立足于把二类烟市场做大,把白沙树立为二类烟的领军品牌”的发展目标,白沙显然并不满足于做大三类烟和四类烟市场,新二类烟市场更是白沙当前产品结构升级的一大关键。论文以白沙新二类品牌营销策略为研究对象,将品牌营销的理念和方法引入白沙新二类品牌战略研究,综合运用管理学、社会学、营销学、品牌战略理论,结合烟草行业特殊背景知识和白沙新二类品牌的具体情况,对白沙新二类品牌营销策略作了全面的探索和总结,系统阐述白沙新二类品牌定位、品牌传播、品牌销售、品牌管理及品牌营销整合策略。首先,论文分析了白沙新二类品牌内部环境,梳理新二类卷烟的品牌价值,研究其面临的竞争态势并对白沙新二类品牌的发展现状进行分析,重点研究其发展趋势及在名个分市场的表现情况,及存在的一些问题；然后,依据麦肯锡提出的4P营销理论,通过对产品、价格、渠道、促销的计划和实施,为白沙新二类品牌制订营销策略；最后,提出应采用落实配套机制、建立卷烟营销网络、开展营销创新活动、加强营销队伍建设等方面的保障措施。论文通过对烟草品牌营销的战略与策略研究,可以丰富企业品牌战略研究,深化和发展品牌营销理论。通过运用品牌营销的基本理论、方法,结合卷烟市场竞争的特点,制定实施烟草企业的品牌发展战略,可以有效地指导、推动烟草品牌管理工作,为加快打造烟草品牌提供理论与实践上的参考和借鉴。
[Abstract]:In 2009, the National Bureau to adjust the cigarette consumption tax rate, improve the classification criteria of class A and B smoke, standard adjustment, two categories accounted for the proportion of the total cigarette smoke from 11% in 2008 dropped to 4% in 2009, becoming the lowest proportion of the product price. Hunan tobacco industry limited liability company at the end of 2009 proposed "based on the two types of tobacco market bigger, to establish the development goal of Baisha leading into two kinds of smoke, Baisha brand" is clearly not satisfied with three classes and four types of tobacco and cigarette market, two new tobacco market is a major key to the upgrading of the structure of Baisha products.
Based on the two kinds of new Baisha brand marketing strategy as the research object, the concepts and methods of brand marketing into two new Baisha brand strategy research, the integrated use of management, sociology, marketing, brand strategy theory, combined with the specific circumstances of the tobacco industry special background knowledge and two kinds of new Baisha brand, made a comprehensive exploration of Baisha two new brand marketing strategy and summarizes systematically Baisha two new categories of brand positioning, brand communication, brand marketing, brand management and brand integrated marketing strategy. Firstly, this paper analyzes two kinds of brand new Baisha internal environment, combing two new cigarette brand value, the research on the competition situation it faces and the development status of the new white two kinds of brand are analyzed, focusing on the development trend and in the name of market performance, and some problems; then, on the basis of Mccann tin proposed 4P marketing Theory, through product, price, channel, promotion plan and implementation, formulate marketing strategy for Baisha new two brand. Finally, it is suggested that we should implement supporting mechanism, establish cigarette marketing network, carry out marketing innovation activities, and strengthen marketing team building.
By studying the strategy and tactics of tobacco brand marketing, can enrich the study of enterprise brand strategy, deepening and development of the brand marketing theory. The basic theory, the use of brand marketing methods, combined with the characteristics of cigarette market competition, the formulation and implementation of the tobacco enterprise brand development strategy, can effectively guide, promote tobacco brand management for speed up the building to provide theoretical and practical reference on the tobacco brand.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.8

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