湖南中烟工业公司卷烟品牌整合研究

发布时间：2018-06-01 09:10

本文选题：湖南烟草工业 + 烟草品牌　；参考：《中南大学》2008年硕士论文

【摘要】： 湖南烟草工业两大企业长沙卷烟厂和常德卷烟厂于2006年10月完成了合并重组,成立了新的湖南中烟工业公司。其所属的白沙品牌已经连续五年蝉联全国卷烟单牌号销量第一;芙蓉王品牌销量规模已经超过国烟品牌中华,其品牌知名度和影响力也日益突显。目前国际烟草巨头的卷烟市场拓展不断向不发达国家转移;行业发展的政策和法律环境也日趋严苛,国际范围内的禁烟、控烟运动使烟草品牌的传播日益艰难。湖南烟草工业在重组后如何在更大范围、更广领域和更高层次上参与国际国内竞争,烟草品牌应该如何建设,是湖南烟草品牌面临的严峻问题。最近几年以芙蓉王、白沙为代表的的成功烟草品牌建设个案不仅吸引了行业的目光,而且进入国内营销界的视野。但总体而言,中国烟草品牌建设普遍存在缺乏系统性、战略性、目标导向性的弊病。在国际化的卷烟品牌发展环境背景下,回顾湖南中烟工业公司的品牌发展脉络,总结其经验得失,探索湖南中烟工业公司的品牌整合与品牌建设方向和策略,能为壮大湖南和中国烟草品牌,培育能抗衡国际烟草品牌的中式卷烟品牌提供现实的指导意义;湖南卷烟工业重组后,对品牌资源进行有效整合,对现有主要目标市场进行合理调整和优化,可以形成湖南卷烟工业卷烟品牌的整体合力。本文以湖南中烟工业公司卷烟品牌为研究对象,运用实证分析法对企业的品牌整合和品牌建设进行了探讨。首先,对湖南烟草品牌整合的营销环境进行了分析;其次,深入考察了湖南中烟工业公司现状和品牌状况,运用品牌整合理论、SWOT分析、波仕顿矩阵等原理与方法,结合湖南中烟工业公司实际情况,指出其品牌整合应采取多品牌分层发展策略,全力发展“芙蓉王”和“白沙”两大卷烟品牌,并就湖南中烟工业公司品牌整合方案进行系统设计。同时,对整合后“芙蓉王”和“白沙”的品牌营销策略进行详细规划,从品牌形象塑造、品牌价值提升等角度出发,拟定了一整套的品牌营销措施。文章最后对湖南中烟工业公司品牌整合实施过程中应注意的相关问题提出了建议。
[Abstract]:Changsha cigarette Factory and Changde cigarette Factory, two major enterprises of Hunan Tobacco Industry, completed the merger and reorganization in October 2006, and set up a new Hunan Zhongyan Industry Company. Its white sand brand has been the first single cigarette brand in the country for five consecutive years, and Furong Wang brand has surpassed the national cigarette brand China, and its brand awareness and influence are increasingly prominent. At present, the international tobacco giant's cigarette market is expanding to the underdeveloped countries, and the policy and legal environment for the development of the industry is becoming more and more strict. The international ban on smoking and the tobacco control campaign make the dissemination of tobacco brands increasingly difficult. How to participate in the international and domestic competition and how to build the tobacco brand after the reorganization of Hunan tobacco industry is a severe problem faced by Hunan tobacco brand. In recent years, the successful case of tobacco brand construction represented by Furong Wang and Baisha has not only attracted the attention of the industry, but also entered the domestic marketing field of vision. But generally speaking, there are some disadvantages in Chinese tobacco brand building, such as systematic, strategic and goal-oriented. Under the background of international cigarette brand development environment, this paper reviews the brand development context of Hunan Zhongyan Industrial Company, summarizes its experience, and explores the direction and strategy of brand integration and brand building of Hunan Zhongyan Industrial Company. It can provide practical guiding significance for strengthening tobacco brands in Hunan and China and cultivating Chinese cigarette brands that can compete with international tobacco brands. After the reorganization of Hunan cigarette industry, the brand resources can be effectively integrated. Reasonable adjustment and optimization of the existing main target markets can form the overall joint force of cigarette brands in Hunan cigarette industry. This paper takes cigarette brand of Hunan Zhongyan Industry Company as the research object, and discusses the brand integration and brand construction of the enterprise by using the empirical analysis method. First of all, it analyzes the marketing environment of Hunan tobacco brand integration. Secondly, it investigates the current situation and brand status of Hunan Zhongyan Industrial Company, and applies the theory of brand integration to SWOT analysis, Borden matrix and other principles and methods. Combined with the actual situation of Hunan Zhongyan Industry Company, it is pointed out that the multi-brand stratified development strategy should be adopted to develop the cigarette brands of "Furong King" and "Baisha". And the brand integration scheme of Hunan Zhongyan Industrial Co., Ltd. At the same time, the integrated "Lotus King" and "Baisha" brand marketing strategy detailed planning, from the brand image shaping, brand value promotion and other angles, a set of brand marketing measures. Finally, the paper puts forward some suggestions on the implementation of brand integration in Hunan Zhongyan Industrial Company.
【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】