烟草行业品牌战略改进研究

发布时间：2018-06-17 10:05

本文选题：品牌战略 + 烟草业　；参考：《合肥工业大学》2008年硕士论文

【摘要】： 随着世界经济全球化步伐的加快,烟草行业面临的国际竞争日趋激烈,世界烟草的市场份额越来越集中在少数几个国际烟草公司手中。在日益激烈的国际竞争环境下,我国烟草行业要由大做强,必须依靠改进品牌战略增强自身的核心竞争力。文章首先引入了品牌等相关理论,对建立科学有效的品牌战略,增强企业的核心竞争力进行了理论论证。在理论分析的基础上,通过对品牌战略现状出现问题的剖析,进而说明品牌战略的不科学是造成烟草行业品牌规模小、竞争力不强等问题的根源。通过对我国烟草行业品牌竞争环境的分析,明确了烟草行业当前的强项和不足,就如何构建基于核心竞争力的品牌战略进行了研究,得出有效的品牌战略,最后对品牌战略的保障措施等进行了描述。
[Abstract]:With the acceleration of the globalization of the world economy, the international competition faced by the tobacco industry is becoming increasingly fierce, and the market share of the world tobacco is increasingly concentrated in the hands of a few international tobacco companies. In the increasingly fierce international competition environment, the tobacco industry of our country must rely on the improvement of brand strategy to strengthen its core competitiveness. This paper first introduces the brand and other related theories to establish a scientific and effective brand strategy to enhance the core competitiveness of enterprises. On the basis of theoretical analysis, through the analysis of the current situation of brand strategy, it is shown that the unscientific brand strategy is the root cause of the small scale and weak competitiveness of the tobacco industry. Based on the analysis of the competitive environment of the tobacco industry in China, this paper clarifies the current strengths and weaknesses of the tobacco industry, studies how to construct the brand strategy based on the core competitiveness, and obtains the effective brand strategy. At last, it describes the safeguard measures of brand strategy.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.8

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