娇子香烟品牌营销战略研究

发布时间：2018-05-08 06:46

本文选题：品牌 + 品牌管理　；参考：《西南财经大学》2009年硕士论文

【摘要】：品牌管理是现代营销学的重要内容,在消费品的营销策划和管理领域得到广泛的应用,品牌和品牌的价值已成为消费者对产品的识别和认同程度的一种标准,尤其是近年来,品牌正成为唯一的产生差异化的手段,企业依靠品牌管理的技巧获得竞争优势。烟草是一种特殊的商品,关系到公众的健康和生命安全。与其它消费品不同,烟草企业在卷烟生产、销售和宣传等方面都受到政府部门严格的管理和制约；同时,正因为烟草制品的特殊性,世界大的烟草巨头越来越看重相对制约较小而市场巨大的中国市场。国内烟草行业由此展开了自上而下的大刀阔斧的改革,工商分离,工业企业的联合重组都在如火如荼的开展。在国际上,卷烟品牌的开发和管理已受到企业的高度重视,不仅将新产品的开发和上市作为企业赢得市场的重要手段,而且对已上市产品品牌的成功建立和维护,也日益成为烟草企业占领市场、保持竞争优势不可或缺的方面。在国际知名的烟草公司,成功的品牌管理已成为企业延长产品生命周期,为企业创造财富的重要手段。在我国,烟草行业的新产品开发能力和技术水平相对落后,生产力也比较分散,卷烟工业企业的规模较小,与发达国家相比还有很长一段距离。但我国人口众多,随着我国经济的高速发展,近几年,烟草行业的发展速度都保持在10%以上,其发展速度远远高于世界平均水平,目前我国已经成为世界最大的卷烟消费市场之一,面对一个具有巨大潜力并快速成长的市场,烟草企业如何在激烈的市场竞争中赢得优势,在迅速扩大的市场中占据主动,如何根据我国烟草行业的特点和现状制定长期的发展战略是必须面临和思考的问题,而顺应全球烟草市场的趋势,对烟草品牌的建立和管理将成为烟草企业经营战略的重要环节。娇子香烟品牌管理是本文主要的研究内容。本文共分六章,叙述了营销理论中品牌和品牌管理的含义、作用、价值及内容,分析了烟草行业的现状、特点、烟草品牌管理的特殊性和重要性,重点探讨了娇子品牌管理的策略和实施、从对成功烟草品牌万宝路的品牌营销策略研究中得出启示,延伸探索如何将绿色营销嫁接到卷烟品牌营销管理上,旨在提出面对越来越激烈的市场竞争,烟草企业务必重视品牌的建立和管理,并将品牌管理纳入企业经营发展规划,在产品上市之初就开始确立品牌策略和品牌管理的实施计划,在产品营销过程中建立强有力的品牌,从而提高消费者的忠诚度,为企业创造更大的财富。
[Abstract]:Brand management is an important content of modern marketing. It has been widely used in the field of marketing planning and management of consumer goods. Brand and brand value have become a standard for consumers to identify and identify with products, especially in recent years. Brand is becoming the only way to produce differentiation. Enterprises rely on brand management skills to gain competitive advantage. Tobacco is a special commodity, which is related to public health and life safety. Unlike other consumer goods, tobacco enterprises are strictly regulated and restricted by government departments in such aspects as cigarette production, sales and publicity. At the same time, because of the particularity of tobacco products, The world's largest tobacco giants are increasingly focusing on China, which has relatively small constraints and a huge market. Therefore, the domestic tobacco industry has launched a drastic reform from top to bottom, the separation of industry and commerce, and the joint reorganization of industrial enterprises are in full swing. Internationally, the development and management of cigarette brands have been highly valued by enterprises, not only the development and listing of new products as an important means for enterprises to win the market, but also the successful establishment and maintenance of listed product brands. Also become the tobacco enterprise to occupy the market day by day, maintains the competitive advantage the indispensable aspect. In internationally renowned tobacco companies, successful brand management has become an important means for enterprises to prolong product life cycle and create wealth for enterprises. In China, the new product development ability and technical level of tobacco industry are relatively backward, the productivity is also relatively scattered, the scale of cigarette industry enterprises is smaller, compared with the developed countries, there is still a long way to go. But our country has a large population, with the rapid development of our economy, in recent years, the tobacco industry has maintained the development rate of more than 10%, its development rate is far higher than the world average level. At present, China has become one of the largest cigarette consumption markets in the world. Faced with a market with great potential and rapid growth, tobacco enterprises how to win the advantage in the fierce market competition and occupy the initiative in the rapidly expanding market. How to formulate a long-term development strategy according to the characteristics and current situation of Chinese tobacco industry is a problem that must be faced and considered, and adapt to the trend of the global tobacco market. The establishment and management of tobacco brand will become an important link in the management strategy of tobacco enterprises. Jiaozi cigarette brand management is the main research content of this paper. This article is divided into six chapters, narrates the meaning, function, value and content of brand and brand management in marketing theory, analyzes the current situation and characteristics of tobacco industry, the particularity and importance of tobacco brand management. This paper mainly discusses the strategy and implementation of Jiaozi brand management, draws inspiration from the research on Marlboro brand marketing strategy of successful tobacco brand, and explores how to graft green marketing into cigarette brand marketing management. The aim of this paper is to put forward that in the face of more and more fierce market competition, tobacco enterprises must attach importance to the establishment and management of brands, and bring brand management into their business development plans. At the beginning of the product market, the implementation plan of brand strategy and brand management began to be established, and a strong brand was established in the process of product marketing, thus enhancing the loyalty of consumers and creating greater wealth for enterprises.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.8

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