娇子品牌发展战略研究

发布时间：2018-08-22 08:32

【摘要】： 本文首先介绍关于战略的相关概念及理论知识,主要从战略的基本性质、战略的价值、与战略相关的名词、战略的分类等几方面对战略进行了详细的阐述。然后对世界卷烟品牌的发展趋势进行分析和论证,主要介绍了《烟草控制框架公约》的形成及主要内容,从世界烟叶生产总量及趋势、主要烟叶公司发展动态、世界卷烟消费总趋势、卷烟品牌宣传趋势、卷烟生产企业集团化趋势等五方面,对世界烟草品牌的发展状况及趋势进行了分析论证。文章接着从中国加入世界贸易组织和《烟草控制框架公约》对中国卷烟市场的要求、对中国卷烟市场的影响以及中国烟草应对世界贸易组织及《烟草控制框架公约》要求的相关措施等方面进行了论述,得出了中国烟草企业、中国烟草品牌的集中度大幅度提高;中国卷烟工业企业的改革一直在进行;烟草企业大集团、大品牌已初现倪端等中国卷烟市场的发展趋势。文章特别对中国目前的红云红河集团、红塔集团、上海烟草集团、白沙集团、武烟集团等中国龙头型的大型卷烟工业企业集团进行了介绍。文章重点是对娇子品牌的发展战略进行研究,但为了介绍清楚娇子品牌的由来及目前的嫡属关系,作者从川渝中烟工业公司简介、川渝中烟历程、川渝中烟大事记等几个方面进行了介绍,清楚地阐述了娇子品牌与川渝中烟工业公司的关系。然后文章结合国际国内卷烟品牌发展的大趋势,对川渝中烟工业公司在中国烟草行业的地位、面临的发展机遇及前景进行分析。随后着重介绍川渝中烟工业公司的娇子品牌及产品系列,并阐述了全国烟草行业支持娇子品牌异军突起的大背景、相关措施及娇子百万箱工程的正式启动。接着把娇子品牌与全国卷烟强势品牌进行了比较,着重对红塔山、黄鹤楼品牌等近年来成长良好的卷烟品牌进行了分析,以便于娇子品牌在发展过程中借鉴和学习。文章最后分析了娇子品牌产品在全国市场的发展前景及面临的困难,进而对娇子品牌产品在零售终端和消费市场进行了市场调研,从做大四川、重庆基地市场、迅速扩展省外市场;继续做强目前具有较强竞争力的产品、淘汰滞销产品,积极开拓国内女性香烟市场及国际卷烟市场;加强娇子品牌文化与内涵宣传,扩大娇子品牌的内涵,使娇子品牌的内涵和外延相符;营销方法的创新;解决川渝中烟工业公司内部娇子品牌与其它品牌的内耗问题等五个方面提出了娇子品牌的发展战略及相应的解决方案。
[Abstract]:This paper first introduces the related concepts and theoretical knowledge of strategy, mainly from the basic nature of strategy, the value of strategy, related terms to strategy, strategy classification and other aspects of the detailed elaboration of strategy. Then the development trend of the world cigarette brands is analyzed and demonstrated. The formation and main contents of the Framework Convention on Tobacco Control are mainly introduced, and the development trends of the main tobacco companies and the total production of tobacco leaves in the world are discussed. In this paper, the general trend of world cigarette consumption, the trend of cigarette brand propaganda and the trend of cigarette production enterprises' collectivization are analyzed and demonstrated. The article then starts with the requirements of China's cigarette market after China's accession to the World Trade Organization and the Framework Convention on Tobacco Control. This paper discusses the influence of Chinese cigarette market and the measures that Chinese tobacco should take to meet the requirements of the World Trade Organization and the Framework Convention on Tobacco Control. It is concluded that the concentration degree of Chinese tobacco enterprises and Chinese tobacco brands has been greatly increased. The reform of Chinese cigarette industry enterprises has been going on all the time, and the development trend of Chinese cigarette market such as Ni Duan has appeared in the big groups and brands of tobacco enterprises. In particular, the paper introduces China's leading cigarette industry groups, such as Hongyun Honghe Group, Hongta Group, Shanghai Tobacco Group, Baisha Group, Wuyan Group, and so on. This paper focuses on the development strategy of Jiaozi brand, but in order to introduce the origin of Jiaozi brand and its current relationship, the author introduces the history of Chuanduzhong Tobacco Industry Co., Ltd. In this paper, the relation between Jiaozi brand and Sichuan-Chongqing tobacco industry company is clearly expounded. Then combined with the international and domestic cigarette brand development trend, the paper analyzes the status, development opportunities and prospects of Sichuan and Chongqing cigarette industry companies in China's tobacco industry. Then it introduces the Jiaozi brand and product series of Sichuan and Chongqing Tobacco Industry Co., Ltd., and expounds the background of the national tobacco industry supporting Jiaozi brand to emerge, the relevant measures and the official start of Jiaozi million box project. Then the Jiaozi brand is compared with the national strong cigarette brand, focusing on the Hongta Mountain, Yellow Crane Tower brand and other good growing cigarette brands in recent years, in order to facilitate the Jiaozi brand in the development process of reference and learning. Finally, the paper analyzes the development prospects and difficulties of Jiaozi brand products in the national market, and then carries out market research on Jiaozi brand products in retail terminals and consumer markets. Expand rapidly the market outside the province; continue to strengthen the products with strong competitiveness at present, eliminate the unmarketable products, actively open up the domestic and international cigarette markets for women; strengthen the promotion of the culture and connotation of the Jiaozi brand; and expand the connotation of the Jiaozi brand. This paper puts forward the development strategy and corresponding solution of Jiaozi brand from five aspects: the connotation and extension of Jiaozi brand, the innovation of marketing method, and the solution to the internal friction between Jiaozi brand and other brands.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.8

【共引文献】