红云红河集团大连市场云烟品牌培育研究

发布时间：2018-01-29 11:52

本文关键词： 品牌培育烟草行业品牌成长模型　出处：《大连理工大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着中国烟草行业的快速稳定发展,红云红河集团在经历三次重组和整合后,已成为中国烟草行业规模最大的工业集团,集团雄厚的技术力量,历史悠久的品牌文化,强劲的产品营销能力,在卷烟消费者中享有盛誉,在烟草行业中具有举足轻重的地位。近年来,红云红河集团极力促成与大连烟草的合作项目,加快发展大连烟草市场,双方已构建起了工商协同、供商互动的品牌一体化培育新机制。但随着品牌整合发展的不断完善,红云红河集团在大连烟草市场的新品牌培育并未得到有效实现,尤其是作为骨干品牌的云烟产品,品牌发展遇到了一定的障碍。本文以大连烟草市场为研究背景,通过分析大连市整体宏观环境、大连烟草市场竞争环境、烟草消费群体消费行为特点等外部品牌影响因素,结合集团品牌组合策略以及产品组合营销策略,总结出目前云烟品牌在大连市场的优劣势,并确定影响云烟品牌培育的关键影响因素。同时,本文针对云烟品牌发展的关键影响因素,提出了实质性的战略发展策略,并提出“品牌培育效果测评”的品牌发展评价方法。最终,通过建立适合于红云红河集团云烟品牌的品牌成长模型,引导云烟品牌在大连市场的品牌培育过程,扩大云烟品牌的市场影响力。
[Abstract]:With the rapid and stable development of China's tobacco industry, Hongyun Honghe Group has become the largest industrial group in China's tobacco industry and has strong technical force after three reorganization and integration. With a long history of brand culture and strong product marketing ability, it enjoys a high reputation among cigarette consumers and plays an important role in tobacco industry. In recent years, Hongyun Honghe Group has made great efforts to promote the cooperation project with Dalian Tobacco, accelerate the development of Dalian tobacco market, and the two sides have built up the industrial and commercial cooperation. With the continuous improvement of brand integration and development, the new brand cultivation of Hongyun Honghe Group in Dalian tobacco market has not been effectively realized. Especially as a backbone brand cloud tobacco products, brand development encountered certain obstacles. This article takes Dalian tobacco market as the research background, through the analysis of Dalian City overall macro environment, Dalian tobacco market competition environment, tobacco consumer group consumer behavior characteristics and other external brand impact factors. Combined with group brand combination strategy and product combination marketing strategy, summed up the advantages and disadvantages of Yunyan brand in Dalian market, and determined the key factors that affect the cultivation of Yunyan brand. At the same time. Aiming at the key influencing factors of the development of Yunyan brand, this paper puts forward the substantive strategy of strategic development, and puts forward the evaluation method of brand development based on "the evaluation of brand cultivation effect". Through the establishment of the brand growth model suitable for Yu Hong Yunhong River Group Yunyan brand this paper guides the brand cultivation process of Yunyan brand in Dalian market and expands the market influence of Yunyan brand.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.8

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