吉林烟草工业有限责任公司卷烟品牌培育研究

发布时间：2018-01-07 09:08

本文关键词：吉林烟草工业有限责任公司卷烟品牌培育研究　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国是烟草生产和消费大国，烟草生产和消费量都已经处于全球第一的位置。烟草行业已经成为我国国民经济的支柱型产业，在国民经济和社会发展方面发挥着举足轻重的作用。尽管如此，我国烟草的总体竞争力仍然比较薄弱。与发达国家相比，我国烟草的优势品牌并不突出。而根据我国对WTO的承诺，烟草业将逐步实行对外开放，国外烟草巨头将纷纷抢占我国市场。在此背景下，我国烟草行业的竞争将更加激烈。但是与国外的烟草巨头相比，我国还缺乏与之相抗衡的烟草品牌。另外，囿于《烟草控制框架公约》以及我国广告法和烟草专卖法的限制，我国烟草企业也无法利用广告媒介进行品牌培育。在这种背景下，如何培育出我国的烟草品牌就成为推动我国烟草行业发展所不得不面对的问题。在此背景下，国家烟草专卖局提出了“大市场、大品牌、大企业”的发展战略。烟草企业必须以此为契机，加大卷烟品牌培育力度来应对日趋激烈的市场竞争。在此背景下，论文以吉林烟草工业有限责任公司作为研究对象，运用市场营销、品牌战略管理等基本理论，分析了吉林烟草工业有限责任公司卷烟品牌培育现状及不足，并分析了吉林烟草工业有限责任公司卷烟品牌培育宏观环境、产业环境以及SWOT分析，，在此基础上提出吉林烟草工业有限责任公司卷烟品牌培育的具体策略。论文研究表明，吉林烟草工业有限责任公司在“长白山”品牌培育方面，确立了“以经济效益为中心，以品牌发展为主线，实现观念创新、管理创新、技术创新，推动产品研发和市场开发两个轮子齐转，打好上管理、上质量、上结构、上效益攻坚战”的品牌效益型发展之路。在加强工商协同高层互访、注重品牌结构的转变与优化、注重品牌产品的技术性、强化品牌培育体制和机制改革以及加强品牌人才队伍建设等方面取得了显著成效。但是在“长白山”品牌培育过程中，仍然存在存在着很多问题：（1）品牌培育的战略性不够，公司的品牌培育还仅仅停留在品牌营销阶段，没有凸显战略性；（2）品牌培育的机制不健全，公司目前的产品机制、品牌传播机制以及品牌考核激励机制不健全；（3）品牌培育的配套体系不完备，包括工商协同不够、人才支撑不足等。由此，本文从政治法律环境、经济环境、社会文化环境、技术环境四个方面分析了吉林烟草工业有限责任公司在“长白山”品牌培育的宏观环境。从供给方、买方、潜在进入者、替代品以及行业内竞争状况五个方面分析了吉林烟草工业有限责任公司在“长白山”品牌培育的产业环境。并从优势、劣势、机会和威胁四个方面对吉林烟草工业有限责任公司在“长白山”品牌培育的内外部环境进行了系统分析。在此基础上，本文认为吉林烟草工业有限责任公司需要从提升卷烟品牌培育中的战略管理能力、加强卷烟品牌培育中的品牌管理和维护、加强卷烟品牌培育中的营销系统建设、加大卷烟品牌培育中的品牌创新力度等方面来做好“长白山”品牌的培育工作，努力将“长白山”品牌培育为全国乃至全世界知名的中式卷烟的代表性品牌。
[Abstract]:China is a big country of production and consumption of tobacco, tobacco production and consumption are in the first place in the world. The tobacco industry has become a pillar industry of our national economy, play an important role in the national economic and social development. However, the overall competitiveness of China's tobacco is still relatively weak compared with. In developed countries, China's tobacco brand advantage is not prominent. According to China's commitments to the WTO, the tobacco industry will be gradually opening up, foreign tobacco giants will have to seize the Chinese market. Under this background, China's tobacco industry competition will be more intense. But compared with foreign tobacco giants, China lack of compete with the tobacco brand. In addition, because of "the Framework Convention on tobacco control and limit > China's advertising law and tobacco monopoly law, China's tobacco companies can not use advertising media for goods Brand cultivation. In this context, how to cultivate China's tobacco brand has become to promote the development of China's tobacco industry has to face the problems. Under this background, the State Tobacco Monopoly Bureau proposed the "big market, big brands, the development strategy of large enterprises. The tobacco companies must take this as an opportunity to increase the cigarette brand nurturing efforts to cope with the increasingly fierce market competition.
Under this background, the thesis takes Jilin tobacco industry limited liability company as the research object, using the basic theory of brand marketing, strategic management, analysis of Jilin tobacco industry limited liability company cigarette brand development present situation and the insufficiency, and analysis of Jilin tobacco industry limited liability company macro environment to cultivate the cigarette brand, industry environment and SWOT analysis. On the basis of the specific strategies of cultivating the cigarette brands of Jilin tobacco industry limited liability company.
The research shows that, Jilin tobacco industry limited liability company in breeding "Changbai Mountain" brand, established the economic benefits as the center, to brand development as the main line, to realize the concept of innovation, management innovation, technological innovation, and promote product development and market development of the two round of Zi Qi, good management, quality, on on the structure, benefits battle "brand benefit development path in strengthening business collaborative high-level visits, focusing on the transformation and optimization of brand structure, technical focus on brand product, strengthen the brand cultivation system and mechanism reform and strengthening the construction of the brand team has achieved remarkable results. But in the" Changbai Mountain "brand in the process, there still exist many problems: (1) the brand cultivation of strategic brand cultivation is not enough, the company still stays at the stage of brand marketing, there is no obvious strategic; (2) The mechanism of brand cultivation is not perfect. The company's current product mechanism, brand communication mechanism and brand evaluation and incentive mechanism are not perfect. (3) the supporting system of brand cultivation is incomplete, including lack of business synergy and insufficient talent support.
Therefore, this article from the political and legal environment, economic environment, social and cultural environment, technological environment four aspects analyzes the macro environment of Jilin tobacco industry limited liability company in the cultivation of "Changbai Mountain" brand. The buyer from the supply side, and potential entrants, substitutes and competition in the industry situation analysis of five aspects of Jilin Tobacco Industry Co. Ltd cultivation in the "Changbai Mountain" brand of industrial environment. And the advantages, disadvantages, internal and external environment in four aspects of opportunities and threats to the Jilin tobacco industry limited liability company in the cultivation of "Changbai Mountain" brand were analyzed. On this basis, this paper argues that Jilin tobacco industry limited liability company needs from the cigarette brand in the cultivation of strategic management ability, strengthen and maintain the cigarette brands in brand management, strengthen the cigarette brands in the marketing system, increase the cigarette In terms of brand cultivation and brand innovation, we should do well in the cultivation of "Changbai Mountain" brand, and strive to cultivate "Changbai Mountain" brand as the representative brand of Chinese cigarettes all over the world and even the world.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

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