烟草企业品牌联盟形成和演化研究

发布时间：2018-05-23 15:50

本文选题：烟草企业 + 品牌联盟　；参考：《昆明理工大学》2017年硕士论文

【摘要】：中国烟草行业是国家烟草专卖体制,因此,烟草行业在国家层面是垄断行业。但在不同地域,由于各自烟草企业发展差异,在不同地域或跨省、国际市场之间,又存在激烈的竞争关系。目前,针对烟草行业特殊的市场模式,对烟草企业品牌合作和联盟形成,演化预测烟草企业品牌联盟发展等方面的内容鲜有研究。目前,烟草企业对品牌发展高度重视。随着烟草企业间品牌联盟战略的广泛形成和深入发展,越来越多的烟草企业间存在互相博弈的现象。同时由于烟草专卖政策和外部市场竞争环境的激烈变化,烟草企业互相之间的决策也不是完全理性的,各企业之间针对品牌联盟策略存在着不断模仿学习、不断调整的动态变化过程,品牌联盟也会朝着不同的方向发展。本文利用博弈论的相关理论和实证案例分析,研究烟草企业品牌联盟的形成和发展。分析影响烟草企业品牌联盟形成的因素;分析在形成品牌联盟后,烟草企业间针对烟草产品价格和产量等要素的最优联盟合作策略。基于现有品牌联盟的发展,预测烟草企业品牌联盟演化发展的方向,运用MATLAB软件,仿真烟草企业品牌联盟的演化路径、变化规律,分析影响演化过程的相关因素。最后以云烟两大烟草企业为案例,分析其品牌联盟形成的原因及品牌联盟形成后实施的战略决策,归纳总结符合中国烟草企业品牌联盟形成和发展可借鉴和实践的决策思路。
[Abstract]:China's tobacco industry is a national tobacco monopoly system, so the tobacco industry is a monopoly industry at the national level. However, in different regions, because of the different development of tobacco enterprises, there is a fierce competition relationship between different regions, different provinces and international markets. At present, according to the special market model of tobacco industry, there is little research on the content of tobacco enterprise brand cooperation and alliance formation, evolution forecast tobacco enterprise brand alliance development and so on. At present, tobacco enterprises attach great importance to brand development. With the extensive formation and development of brand alliance strategy among tobacco enterprises, more and more tobacco enterprises have the phenomenon of game between each other. At the same time, because of the fierce change of tobacco monopoly policy and the competition environment of external market, the decision among tobacco enterprises is not completely rational, and the strategy of brand alliance among the enterprises is constantly imitating and learning. Constantly adjust the dynamic change process, brand alliance will also develop in different directions. This paper studies the formation and development of tobacco brand alliance by using game theory and empirical case study. This paper analyzes the factors that affect the formation of brand alliance of tobacco enterprises, and analyzes the optimal alliance cooperation strategy among tobacco enterprises aiming at the factors such as price and output of tobacco products after the formation of brand alliance. Based on the development of existing brand alliance, this paper predicts the developing direction of brand alliance of tobacco enterprises, simulates the evolution path and law of brand alliance of tobacco enterprises by using MATLAB software, and analyzes the relevant factors that affect the evolution process. Finally, taking Yunyan and Yunyan tobacco enterprises as cases, this paper analyzes the reasons for the formation of brand alliance and the strategic decision made after the formation of brand alliance, and summarizes the decision-making ideas that can be used for reference and practice in the formation and development of brand alliance of Chinese tobacco enterprises.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8

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