青岛卷烟厂“哈德门”品牌的推广研究

发布时间：2018-03-23 06:40

  本文选题：品牌推广　切入点：烟草　出处：《西南交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 品牌是核心价值的体现,是企业核心竞争力的体现。实施品牌战略,是企业实现可持续性发展的重要手段。长期以来,我国烟草行业一直实行集中统一的烟草专卖管理体制,随着我国加入WTO,面对跨国烟草集团的有力竞争,烟草行业必须加快体制改革,改变企业规模小、缺乏有竞争力的卷烟品牌现状。卷烟品牌发展战略成为卷烟工业企业生存与发展的关键。 本文以品牌及竞争力相关理论为切入点,对“哈德门”卷烟在省某地区品牌导入期、知晓期和知名期各个阶段的不同特点开展品牌推广活动,在品牌推广方案的实施过程中进行管理上的探索和创新,取得了品牌推广成功。前期调查和目标分析决定着品牌推广的成败。卷烟产品作为限制场所消费的非生活必须品,营业推广受国家相关法律法规的限制,卷烟品牌具有极其明显的行业性、地域性特征采取针对性、迎合性的品牌推广策略,使品牌特征获得消费注意,才能实现品牌推广的目的。卷烟品牌推广不仅仅是广告投放,它是一个多渠道多方式立体化的过程。卷烟品牌要得到消费者的认可,有几个必须的条件:消费者对卷烟品牌印象的完整记忆;消费者对卷烟品牌印象的知名度;消费者对卷烟品牌的印象的美誉度;消费者对卷烟品牌的忠诚度。卷烟品牌推广的过程是一个全方位的立体“战役”,涉及到市场调查、战略定位、品牌Ⅵ设计、渠道建设、广告宣传、营销策略、营销管理、品牌管理等多方面的工作。只有这样创造出的卷烟品牌才具有强大的、持久的生命力。广告宣传只是品牌推广的一个方面先做正确的事,再正确地做事。终端品吸导购、重点商户派送、终端生动化建设、重点客户攻坚、新品上市信息数据库构建等等都是正确的事情,必须首先抓住这些攻坚环节根据权重有效分步实施。“哈德门”品牌推广各项工作开展以来,就比较注重工作的执行和监控,随时根据市场变化情况调整工作方向和内容,只要工作方向正确,好过程必然有好结果。
[Abstract]:Brand is the embodiment of the core value and the core competitiveness of enterprises. The implementation of brand strategy is an important means for the sustainable development of enterprises. For a long time, the tobacco industry in China has been implementing a centralized and unified tobacco monopoly management system. With China's entry into WTO, faced with the strong competition of transnational tobacco groups, the tobacco industry must speed up the reform of the system and change the scale of small enterprises. The development strategy of cigarette brand becomes the key to the survival and development of cigarette industry enterprises. Based on the theory of brand and competitiveness, this paper carries out brand promotion activities on the different characteristics of each stage of "Hadmen" cigarette in the period of brand introduction, the period of awareness and the period of famous brand in a certain area of the province. In the process of carrying out the brand promotion scheme, the management exploration and innovation have been made, and the success of brand promotion has been achieved. The early investigation and objective analysis determine the success or failure of brand promotion. The business promotion is restricted by the relevant national laws and regulations, the cigarette brand has the extremely obvious industry, the regional characteristic adopts the pertinence, the pandering brand promotion strategy, causes the brand characteristic to obtain the consumer attention. Cigarette brand promotion is not just advertising, it is a multi-channel and multi-way three-dimensional process. Cigarette brand should be recognized by consumers. There are several necessary conditions: the complete memory of consumers' impression of cigarette brand, the popularity of consumer's impression of cigarette brand, the degree of reputation of consumer's impression of cigarette brand; Consumer loyalty to cigarette brand. The promotion process of cigarette brand is an all-dimensional "battle" involving market investigation, strategic positioning, brand 鈪，

本文编号：1652371