张家界烟草局精品88盖红河品牌培育战略研究

发布时间：2018-05-21 08:06

本文选题：品牌培育 + 市场细分　；参考：《中南大学》2009年硕士论文

【摘要】： 近年来,国家不断深化改革,如将工商分离,打破烟草市场的地区封锁,推进卷烟工业企业和品牌结构的战略性调整,理顺行业资产管理体制,建立完善公司法人治理结构等,烟草行业在税收增长、产品质量、全国统一大市场的形成,大企业、大品牌持续扩张、成本控制、运行效益方面都有了显著提高。随着行业内部改革的稳步推进和人才强国战略的实施,行业深化改革、推动重组、走向联合、共同发展的战略任务的逐步完成,行业将拥有良好的市场环境、诚信体系和科学的管理体制,而企业组织结构调整、品牌培育战略推广的到位,必将使资源优化配置和有效利用,行业整体竞争实力必然得到极大的提高。本文通过对国内外烟草行业背景和竞争战略进行分析,对本市烟草市场进行调研,从而引入一元线性回归理论建立“精品88盖红河”的市场需求模型,并对该模型进行回归分析、检验及市场需求预测,得出“精品88盖红河”具有较大的品牌培育潜力。然后对“精品88盖红河”的市场进行细分、定位和确定目标市场,从工业支持与维护、产品促销、市场营销和加强客户维护管理来对“精品88盖红河”进行品牌培育,最后确定该品牌培育的战略方案和实施步骤,并从货源组织和货源供应双方面进行管理,确保“精品88盖红河”产品在市场的供应中不会出现脱节现象,充分满足市场上的客户需求。文章最后对“精品88盖红河”的市场风险进行分析,并给出相应的防范建议。全文思路清晰,结构简单明了,有较大的实践指导作用。
[Abstract]:In recent years, the state has continuously deepened reforms, such as separating industry and commerce, breaking the regional blockade of the tobacco market, promoting strategic readjustment of cigarette industry enterprises and brand structure, straightening out the industry asset management system, and establishing and perfecting the corporate governance structure, etc. The tobacco industry has significantly improved in tax revenue growth, product quality, the formation of a unified national market, the sustained expansion of large enterprises and brands, cost control, and operational efficiency. With the steady progress of the reform within the industry and the implementation of the strategy of strengthening the country by talents, and the gradual completion of the strategic task of deepening reform, promoting restructuring, moving towards union and common development, the industry will have a good market environment. The integrity system and scientific management system, and the adjustment of enterprise organization structure and the promotion of brand cultivation strategy will make the resources optimized allocation and effective utilization, and the overall competitive strength of the industry will be greatly improved. By analyzing the background and competitive strategy of tobacco industry at home and abroad, this paper investigates the tobacco market in this city, and then introduces the univariate linear regression theory to establish the market demand model of "excellent 88 Gai Hong River". By regression analysis, test and market demand prediction, it is concluded that "excellent 88 Gaihong River" has great brand cultivation potential. Then the market of "excellent 88 cover Red River" is segmented, the target market is defined, and the brand is cultivated from industrial support and maintenance, product promotion, marketing and strengthening customer maintenance management. Finally, the strategic plan and implementation steps for the brand cultivation are determined, and the management is carried out from both the source organization and the supply of goods, so as to ensure that there is no disjointing in the supply of the "excellent 88 cover Red River" products in the market. Fully meet the needs of customers in the market. In the end, the paper analyzes the market risk of 88 Gaihong River, and puts forward the corresponding countermeasures. The whole text is clear in train of thought, simple and clear in structure, and has great practical guiding function.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.8

【引证文献】