中国烟草品牌集中过程的行为经济分析

发布时间：2018-05-16 02:00

本文选题：品牌集中 + 最后通碟——四方模型　；参考：《山东大学》2008年硕士论文

【摘要】： 中国是世界最大的烟草生产国和卷烟消费市场,同时也是烟草档次和出口的弱国。在入世之前,我国烟草行业产业集中度低,国内卷烟厂商形成“诸侯割据”的行政垄断市场竞争格局。而国际烟草业近年来加速全球化、垄断化的进程,由几个跨国公司掌控全球烟草市场的趋势日益明显,国际烟草业加速向公司化、自由化、市场化方向发展。根据中国加入WTO的相关法律文件规定,中国逐步降低卷烟、雪茄烟和烟丝的进口关税税率,并取消非关税措施以逐步开放卷烟市场。行政垄断由于国外卷烟厂商的参与竞争逐步被打破,但无论是从企业规模还是从品牌规模而言,中国烟草企业是难以同国外烟草大公司相抗衡的。我国卷烟营销的大趋势,是在专卖保护下的内部市场导向,“大市场、大品牌、大企业”是国家局的既定战略。因此,国家局制定了《卷烟百牌号目录》,这是提升烟草行业整个竞争力的核心所在。如何通过市场机制进行品牌培育,如何精简卷烟百牌号、整合品牌,从而提高品牌集中度是实现国家局的既定战略的关键。在这个过程中,一定是在国家局宏观干预(颁布《卷烟百牌号目录》)下,通过市场这支手来促进。在上文所述的背景下,山东省卷烟营销战略研究中心、中国烟草总公司山东省公司与山东大学品牌经济研究中心共同设计,并由山东大学品牌经济研究中心承担“山东省卷烟销售品牌集中的市场机制与培育策略研究”项目(简称烟草品牌集中项目),本文为其阶段性成果。本文首先引入品牌经济学的选择成本的概念,通过对博弈论Hotelling模型的改进和运用,分析表明国外卷烟厂商在竞争中所具有的品牌优势会逐步提高其市场占有率。随后,本文对行为经济学的最后通牒模型(Ultimatum Game)做出改进,将其演变为“最后通牒——四方模型”,进而分析表明消费者在拥有选择权后对烟草行业品牌集中战略成败的重要性。品牌集中度的提高应该是市场主导,这就要求我们必须以市场手段为途径。现有的消费结构是历史形成的,品牌集中度的提高,势必要改变这种消费习惯。这就需要卷烟厂商必须了解消费者的消费习惯,掌握不同品牌在消费者心理的认知。对卷烟市场真正起决定影响力的,是卷烟消费者,这是市场经济的本质。笔者参与并主持烟草品牌集中项目对消费者的问卷调查和品牌分档盲测工作,因此,通过运用行为经济学的前景理论、上瘾理论等理论对所得数据进行详细分析,并引用国内外的相关研究成果来总结卷烟消费者的部分消费习惯。在国家局颁布《卷烟百牌号目录》后,卷烟消费者集合内会有部分“区域”处于重新选择的真空期,“真空区域”将如何选择以及影响其选择的因素是本文的分析重点之一。最后,本文根据以上分析,认为针对不同类型的卷烟消费者,影响其消费选择的因素的权重有明显差异,因此,卷烟厂商应该实行“一牌多品”的策略,并实行品牌经理制。
[Abstract]:China is the world's largest tobacco producing and cigarette consuming market, but also a weak country of tobacco grade and export. Before China's entry into the WTO, China's tobacco industry has a low concentration of industrial concentration and the domestic cigarette manufacturers have formed an administrative monopoly market competition pattern of "vassal separatist". The trend of several multinational corporations to control the global tobacco market is increasingly obvious. The international tobacco industry is accelerating towards corporatization, liberalization and marketization.
According to the relevant legal documents of China's entry into the WTO, China gradually reduces the import tariff rate of cigarettes, cigars and tobacco, and cancels non-tariff measures to gradually open the cigarette market. Administrative monopoly is gradually broken because of the participation of foreign cigarette manufacturers, but whether it is from the scale of the enterprise or the scale of the brand, Chinese tobacco It is difficult for grass enterprises to compete with large tobacco companies abroad.
The big trend of China's cigarette marketing is to guide the internal market under the protection of monopoly. "Big market, big brand, big enterprise" is the established strategy of the National Bureau. Therefore, the National Bureau has formulated the catalogue of "cigarette brand name", which is the core of promoting the whole competitiveness of the tobacco industry. How to carry out brand cultivation through market mechanism and how to streamline the volume of the cigarette market mechanism It is the key to realize the established strategy of the National Bureau to integrate the brand and improve the brand concentration. In this process, it must be promoted by the hand of the market under the macro intervention of the National Bureau.
Under the above background, the Shandong cigarette marketing strategy research center, the China National Tobacco Corp Shandong province company and the Shandong University Brand Economic Research Center jointly designed, and the Shandong University brand economic research center undertake "Shandong Province cigarette sales brand concentration market mechanism and Cultivation Strategy Research" project (abbreviated tobacco) Brand centralized project), this article is its stage result.
This paper first introduces the concept of the choice cost of brand economics, and through the improvement and application of the game theory Hotelling model, the analysis shows that the brand advantage of foreign cigarette makers will gradually increase its market share in the competition. Then, this paper makes an improvement on the Ultimatum Game model of behavioral economics. It is evolved into a "ultimatum - the Quartet model", and the analysis shows that consumers have the right to choose the right brand strategy.
The improvement of brand concentration should be market dominated, which requires that we must take the market means as the way. The existing consumption structure is formed by history, and the increase of the concentration of brand is bound to change this consumption habit. This requires cigarette makers to understand consumer habits and grasp the psychological recognition of different brands in the consumer. It is the essence of the market economy that the cigarette consumers are really influential in the cigarette market. The author participates in and presided over the questionnaire survey and the brand classification of the brands of the tobacco brand concentration projects, so the data were analyzed in detail by using the theory of behavioral economics, the theory of addiction and the theory of addiction. In order to sum up some of the consumption habits of cigarette consumers, the article summarizes some of the consumer habits of cigarette consumers at home and abroad. After the national bureau promulgates the catalogue of cigarette brands, there will be a part of the re selected vacuum period in the collection of cigarette consumers. How to choose the "vacuum area" and the factors that affect its selection are the key points of this article. 1.
Finally, according to the above analysis, this paper thinks that there are obvious differences in the weight of the factors affecting the choice of cigarette consumers for different types of cigarette consumers. Therefore, the cigarette manufacturers should implement the "one brand multi product" strategy and implement the brand manager system.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.8

【引证文献】