河北白沙烟草的品牌发展策略研究

发布时间：2018-04-13 20:19

本文选题：竞争力 + 品牌　；参考：《北京交通大学》2008年硕士论文

【摘要】： 本文是从企业产品品牌的基本理论研究入手,着手研究在中国烟草行业的发展背景下,河北白沙烟草有限责任公司的品牌发展之路,从企业的品牌建立、品牌维护、品牌扩张历史、以及现阶段品牌整合的趋势入手,分析企业的烟草品牌竞争力,提出烟草品牌的发展策略选择,从而论证和研究在经济全球化和烟草专卖体制的背景下,如何实现品牌整合,如何建立适合企业自身发展的品牌战略,以及企业在品牌整合过程和发展过程中产生的问题,并针对问题提出解决方案。在世界及中国烟草发展趋势的背景下,分析企业品牌的建立、发展、维护、整合过程,对烟草品牌的竞争力进行分析,从而选择适合企业的品牌发展策略,选择明确的品牌发展策略后,分析烟草企业品牌发展过程中容易出现的问题,研究如何让一个发展中的烟草生产企业能沿着健康有序的道路可持续发展,提出解决方案。最后形成结论。
[Abstract]:This paper starts with the basic theoretical research of the brand of enterprise products, and begins to study the road of brand development of Hebei Baisha Tobacco Co., Ltd. Under the background of the development of Chinese tobacco industry, starting with the establishment and maintenance of the brand of the enterprise.Starting with the history of brand expansion and the trend of brand integration at the present stage, this paper analyzes the competitiveness of tobacco brands, puts forward the choice of development strategies for tobacco brands, and demonstrates and studies on the background of economic globalization and tobacco monopoly system.How to realize brand integration, how to set up brand strategy suitable for enterprise's own development, and how to solve the problems in the process of brand integration and development.Under the background of the trend of tobacco development in the world and China, this paper analyzes the process of establishing, developing, maintaining and integrating the brand of the enterprise, and analyzes the competitiveness of the brand of tobacco, so as to choose the brand development strategy suitable for the enterprise.After selecting a clear brand development strategy, this paper analyzes the problems that may arise in the process of brand development of tobacco enterprises, studies how to make a developing tobacco manufacturing enterprise sustainable development along a healthy and orderly road, and puts forward solutions.Finally, a conclusion is reached.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.8

【引证文献】