烟草品牌组合战略研究

发布时间：2018-04-12 11:30

本文选题：品牌组合 + 品牌矩阵　；参考：《华东理工大学》2010年硕士论文

【摘要】： 品牌组合战略作为品牌管理的核心部分之一,其目的是在有限的资源情况下,做到合理的分配,使其品牌组合价值最大化。由于品牌组合概念的抽象,目前的文献以理论研究居多,而关于战略实践的分析较少。本文以帝国烟草在波兰市场的品牌组合战略研究为背景,通过波士顿矩阵分析,和品牌关系等理论的结合,对该公司品牌组合战略进行分析,该案例的创新点在于成功引入了3组参数进行波士顿矩阵的分析,在克服矩阵固有局限性上做出一定程度上的突破,本案例研究完整的展示了品牌组合战略在大型跨国企业中的实际应用过程。通过对组合战略分析过程的研究,提出了现阶段比较适合于国内大型企业使用的战略组合分析方法。该方法可以被国内烟草行业,及国际其它大型跨国企业所借鉴使用,并且对于国内MBA教育也应有一定借鉴作用。
[Abstract]:As one of the core parts of brand management, brand portfolio strategy aims to achieve rational distribution and maximize brand portfolio value under the condition of limited resources.Due to the abstract concept of brand combination, the current literature is mostly theoretical, but the analysis of strategic practice is less.In this paper, the brand combination strategy of Imperial Tobacco in Poland is analyzed through the combination of Boston matrix analysis and brand relationship theory.The innovation of this case lies in the successful introduction of three sets of parameters to the analysis of the Boston matrix and the breakthrough to a certain extent in overcoming the inherent limitations of the matrix.This case study shows the practical application process of brand portfolio strategy in large multinational enterprises.Through the research on the process of combinatorial strategy analysis, this paper puts forward the strategic combination analysis method which is more suitable for domestic large enterprises at present.This method can be used for reference by domestic tobacco industry and other international large multinational enterprises, and should also be used for reference to domestic MBA education.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F273.2;F426.8

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