邵阳市烟草公司省外卷烟品牌培育研究

发布时间：2018-05-03 06:31

本文选题：品牌培育 + 卷烟消费市场调研　；参考：《中南大学》2008年硕士论文

【摘要】： 随着中国加入了WTO,签署《烟草控制框架公约》,中国卷烟市场竞争加剧。为有效满足卷烟市场的消费需求,应对多变的市场竞争,提升烟草商业企业卷烟品牌培育能力已刻不容缓。提升邵阳烟草省外卷烟品牌培育能力,刺激省外卷烟在邵阳市场的消费是邵阳烟草解决市场供求矛盾、保持经济持续增长、增强企业核心竞争力的唯一途径。本文对大量国内外品牌培育理论及实践作用进行了研究,对邵阳市卷烟消费市场开展深度调研,重点分析了邵阳烟草省外品牌培育的外部、内部环境及卷烟消费行为特点,针对目前烟草商业企业品牌培育存在的问题,从六个方面对邵阳烟草省外卷烟品牌培育体系进行设计。对品牌培育的措施进行创新,设计了追场站柜促销、针对零售环节的激励方案、针对消费环节的拉动方案及工商协同培育品牌措施等。结合红河品牌在邵阳市场的推广活动,动员各方面的力量来确保省外卷烟品牌培育的顺利进行,从而推动整个邵阳烟草的发展。
[Abstract]:With China's accession to WTO and the signing of the Framework Convention on Tobacco Control, competition in the Chinese cigarette market has intensified. In order to meet the consumption demand of cigarette market effectively, to deal with the changeable market competition and to improve the cultivation ability of cigarette brand in tobacco commercial enterprises, it is urgent to do so. It is the only way to improve the cultivation ability of Shaoyang tobacco brand outside the province and stimulate the consumption of cigarettes in Shaoyang market to solve the contradiction between supply and demand maintain the sustained economic growth and enhance the core competitiveness of enterprises. In this paper, a large number of domestic and foreign brand cultivation theory and practice are studied, and a deep investigation is carried out on the cigarette consumption market in Shaoyang City, with emphasis on the external, internal environment and characteristics of cigarette consumption behavior of brand cultivation outside Shaoyang tobacco province. Aiming at the problems existing in the brand cultivation of tobacco commercial enterprises at present, the cultivation system of cigarette brands outside Shaoyang tobacco province is designed from six aspects. The measures of brand cultivation are innovated, the promotion of counter is designed, the incentive scheme of retail link, the pulling scheme of consumption link and the measures of co-cultivation of brand are designed. Combined with the promotion activities of Honghe brand in Shaoyang market, we can mobilize the strength of all aspects to ensure the smooth development of cigarette brand outside the province, thus promoting the development of the whole Shaoyang tobacco.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.8

【引证文献】