湖南中烟品牌发展策略研究

发布时间：2018-03-25 19:49

本文选题：湖南中烟　切入点：芙蓉王　出处：《中南大学》2009年硕士论文

【摘要】： 品牌营销已经成为我国烟草行业应对国内外竞争的唯一选择。如何进行品牌建设,如何提高品牌的声誉和竞争力,将品牌做大做强,是湖南中烟进行品牌营销必须要解决的关键问题。在这一背景下,研究“芙蓉王”和“白沙”品牌营销策略具有重要意义。本文在分析湖南中烟品牌营销现状和存在问题的基础上,研究湖南中烟面临的国内外竞争环境,从而提出湖南中烟“芙蓉王”和“白沙”品牌营销策略设计,为湖南中烟品牌营销策略的制定与实施提供参考。文章分为五部分:第一部分为绪论部分,阐述了课题研究的背景、研究的目的和意义、国内外研究现状;第二部分对品牌营销理论进行分析,包括品牌的概念、特征和作用,并分析了品牌营销与传统市场营销的区别;第三部分主要对湖南中烟面临的竞争环境进行分析,指出了国外烟草行业的市场状况及特点,并对国内烟草行业的主要竞争对手及其品牌营销特点进行分析;第四部分重点对湖南中烟的品牌营销现状进行了深入的分析,在了解湖南中烟概况的基础,分析了“芙蓉王”和“白沙”的品牌营销现状,一是作为全国性重点骨干品牌受到扶持,二是“芙蓉王”和“白沙”的渠道建设情况,三是“芙蓉王”和“白沙”的品牌促销与管理,四是“芙蓉王”和“白沙”的运作机构。在此基础上,采用问卷调查的方法,从市场表现、竞争前景和价值传递三个角度对“芙蓉王”和“白沙”品牌发展进行了市场调研。在调研的基础上对湖南中烟SWOT进行了分析;第五部分针对以上分析,提出了湖南中烟品牌发展策略设计。一是在湖南中烟整合后的企业文化融合基础上提出了湖南中烟的企业定位与发展理念。二是提出了湖南中烟品牌发展的目标。三是市场细分及目标市场的确定和“芙蓉王”、“白沙”品牌目标市场选择。四是对品牌定位及核心价值进行了提炼。五是提出了湖南中烟品牌形象塑造以及“芙蓉王”和“白沙”的服务终端识别系统设计和包装设计。六是提出了品牌营销的实施策略。包括加强湖南中烟品牌文化建设,建立以品牌营销为主体的营销系统,完善湖南中烟的竞争激励机制,系统推进品牌创新、巩固和发展品牌优势,突出重点目标市场战略和创新,优化全国性市场布局,大力推动工商协同营销,培育品牌等措施。
[Abstract]:Brand marketing has become the only choice for the tobacco industry to cope with the competition at home and abroad. How to build the brand, how to improve the reputation and competitiveness of the brand, how to make the brand bigger and stronger, It is the key problem that must be solved in Hunan Zhongyan brand marketing. Under this background, it is of great significance to study the brand marketing strategy of "Furong King" and "Baisha". On the basis of analyzing the current situation and existing problems of Hunan Zhongyan brand marketing, this paper studies the domestic and international competition environment faced by Hunan Zhongyan, and then puts forward the brand marketing strategy design of Hunan Zhongyan "Furong King" and "Baisha". The article is divided into five parts: the first part is the introduction part, elaborated the research background, the research goal and the significance, the domestic and foreign research present situation; The second part analyzes the theory of brand marketing, including the concept, characteristics and role of brand, and analyzes the difference between brand marketing and traditional marketing. This paper points out the market situation and characteristics of foreign tobacco industry and analyzes the main competitors and brand marketing characteristics of domestic tobacco industry. The fourth part focuses on the in-depth analysis of Hunan Zhongyan brand marketing situation. On the basis of understanding the general situation of Hunan Zhongyan, this paper analyzes the current situation of brand marketing of "Furong King" and "Baisha". One is the support of the key national brands, the other is the channel construction of "Furong King" and "Baisha". The third is the brand promotion and management of "Furong King" and "Baisha", and the fourth is the operating organization of "Furong King" and "Baisha". The market research on the brand development of "Furong King" and "Baisha" is carried out from the perspectives of competitive prospect and value transmission. On the basis of the research, the author analyzes the SWOT of Hunan Zhongyan. This paper puts forward the strategy design of Hunan Zhongyan brand development. Firstly, it puts forward the enterprise orientation and development concept of Hunan Zhongyan brand on the basis of the integration of enterprise culture after Hunan Zhongyan integration. Second, it puts forward the goal of Hunan Zhongyan brand development. Third, the determination of market segmentation and target market, and the choice of target market of "Furong king" and "white sand" brand. Fourth, it refines the brand positioning and core value. Fifth, it puts forward the creation of Hunan Zhongyan brand image and "Fu" Rong Wang "and" Baisha "service terminal identification system design and packaging design. Sixth, put forward the implementation strategy of brand marketing, including strengthening the construction of Hunan Zhongyan brand culture, Establish a marketing system with brand marketing as the main body, perfect the competitive incentive mechanism of Hunan Zhongyan, systematically promote brand innovation, consolidate and develop brand advantages, highlight the key target market strategy and innovation, and optimize the national market layout. Vigorously promote industrial and commercial cooperative marketing, cultivation of brand and other measures.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.8

【引证文献】