专卖体制下卷烟品牌布局研究
发布时间：2018-08-23 19:54
【摘要】： 卷烟品牌与普通商品品牌重要的不同之处就是政策的影响很大,烟草品牌的发展得益于专卖体制,同时又在一定程度上受制于专卖体制。本文在对中国烟草专卖体制进行论述的基础上,对卷烟品牌发展的影响因素进行了研究。在政策方面,对卷烟品牌影响较大的是计划管理体制、价格管理体制、流通管体制和财税管理体制。在经济环境各方面,经济发展水平、消费者习惯和社会文化对卷烟品牌影响较大。技术方面,降焦减害将是制约卷烟发展的主要因素。随着时代的进步,《世界控烟框架公约》将会促使卷烟消费环境以及营销方式发生重大变化,这会对卷烟品牌发展影响越来越大。金融危机在一定程度影响了卷烟品牌结构提升和规模扩张。 在对中国卷烟品牌发展态势以及与国外卷烟品牌进行对比研究的基础上,本文运用综合评价理论分价格档次对卷烟品牌的竞争力进行研究。根据烟草市场的现状,对全行业烟草品牌进行分类研究,通过构建系统而全面的品牌竞争力评价模型,运用层次分析法与模糊评价法,筛选出各价格档次一定数量的主导规格,为烟草行业选择不同价位的品牌构成提供依据,从而为设置整体品牌布局打下基础。利用2008年的数据对烟草行业品牌进行了实证分析,得出中华、芙蓉王、玉溪、黄鹤楼和云烟卷烟较强的品牌竞争实力。 在确定了不同档次的主导品牌基础上,本文将品牌生态系统理论引用到烟草行业,把烟草行业看作一个整体,把卷烟品牌与相应环境看作一个群落。以生态位态势理论为基础,并结合品牌评价研究的已有成果,设计品牌生态位评价指标体系,将生态位理论运用到烟草行业品牌评价与研究中,从生态位重叠度、生态系统复杂适应性和生态系统协同度等角度对烟草行业品牌结构与布局品牌评价与研究,得出烟草行业合理的品牌结构模式,提出了中国卷烟品牌发展的合理构架,建议在5年内,烟草行业主导品牌达到12个,强势品牌达到8个,提升品牌达到10,使各档次品牌都有主导品牌,形成合理的品牌构架。 一个旧格局的打破,新格局的形成需要有强有力的政策支持。而提供支持的政策往往不是只有一个,而是由主导的战略政策及其多个相应的配套政策组成。本文应用系统工程理论的观点,设计了中国卷烟品牌发展体制模型,提出通过品牌整合与品牌联营两个基本途径实现烟草行业品牌结构合理化,同时提出一系列的支持政策、引导政策、保障政策和反馈政策,保证品牌整合与品牌联营的成功实施,从而形成系统的政策组合模型,为烟草行业实现品牌结构合理化提供可行的政策建议
[Abstract]:The important difference between cigarette brand and ordinary commodity brand is that the influence of policy is great. The development of tobacco brand benefits from the monopoly system, and at the same time, it is restricted by the monopoly system to some extent. On the basis of discussing the tobacco monopoly system in China, this paper studies the influencing factors of cigarette brand development. In the aspect of policy, it is the planning management system, the price management system, the circulation management system and the financial and tax management system that have a great influence on the cigarette brand. In all aspects of economic environment, the level of economic development, consumer habits and social culture have a great impact on cigarette brands. Technical aspect, reduce coke and harm will be the main factor that restricts cigarette development. With the progress of the times, the World Framework Convention on Tobacco Control will bring about great changes in cigarette consumption environment and marketing methods, which will have an increasing impact on the development of cigarette brands. To some extent, the financial crisis has affected the promotion of cigarette brand structure and scale expansion. On the basis of the comparative study of the development situation of Chinese cigarette brands and foreign cigarette brands, this paper uses the comprehensive evaluation theory to study the competitiveness of cigarette brands in price grades. According to the current situation of the tobacco market, the classification of tobacco brands in the whole industry is studied. By constructing a systematic and comprehensive evaluation model of brand competitiveness and using the analytic hierarchy process and fuzzy evaluation method, the dominant specifications of a certain number of price levels are selected. It provides the basis for the tobacco industry to choose the brand composition of different price, thus laying the foundation for setting up the overall brand layout. By using the data of 2008, this paper makes an empirical analysis on the brands of tobacco industry, and draws the conclusion that China, Furong Wang, Yuxi, Yellow Crane Tower and Yunyan cigarette have strong brand competitive strength. On the basis of determining the leading brands of different grades, this paper applies the theory of brand ecosystem to the tobacco industry, regards the tobacco industry as a whole and the cigarette brand and the corresponding environment as a community. On the basis of niche situation theory and combined with the existing achievements of brand evaluation, the index system of brand niche evaluation is designed, and the niche theory is applied to brand evaluation and research in tobacco industry. From the angle of ecosystem complex adaptability and ecosystem synergy, the brand structure and layout of tobacco industry are evaluated and studied. The rational brand structure model of tobacco industry is obtained, and the reasonable framework of cigarette brand development in China is put forward. It is suggested that in 5 years, 12 leading brands, 8 strong brands and 10 promotion brands should be established in the tobacco industry, so that all grades of brands can have leading brands and form a reasonable brand structure. The break of an old pattern, the formation of a new pattern needs strong policy support. The supporting policy is often composed of a dominant strategic policy and several corresponding supporting policies. Based on the theory of system engineering, this paper designs the system model of cigarette brand development in China, and puts forward a series of supporting policies to rationalize the brand structure of tobacco industry through two basic approaches: brand integration and brand association. Guide policy, guarantee policy and feedback policy, guarantee the successful implementation of brand integration and brand association, form a systematic policy combination model, and provide feasible policy advice for tobacco industry to realize the rationalization of brand structure.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F426.8
本文编号：2199746
[Abstract]:The important difference between cigarette brand and ordinary commodity brand is that the influence of policy is great. The development of tobacco brand benefits from the monopoly system, and at the same time, it is restricted by the monopoly system to some extent. On the basis of discussing the tobacco monopoly system in China, this paper studies the influencing factors of cigarette brand development. In the aspect of policy, it is the planning management system, the price management system, the circulation management system and the financial and tax management system that have a great influence on the cigarette brand. In all aspects of economic environment, the level of economic development, consumer habits and social culture have a great impact on cigarette brands. Technical aspect, reduce coke and harm will be the main factor that restricts cigarette development. With the progress of the times, the World Framework Convention on Tobacco Control will bring about great changes in cigarette consumption environment and marketing methods, which will have an increasing impact on the development of cigarette brands. To some extent, the financial crisis has affected the promotion of cigarette brand structure and scale expansion. On the basis of the comparative study of the development situation of Chinese cigarette brands and foreign cigarette brands, this paper uses the comprehensive evaluation theory to study the competitiveness of cigarette brands in price grades. According to the current situation of the tobacco market, the classification of tobacco brands in the whole industry is studied. By constructing a systematic and comprehensive evaluation model of brand competitiveness and using the analytic hierarchy process and fuzzy evaluation method, the dominant specifications of a certain number of price levels are selected. It provides the basis for the tobacco industry to choose the brand composition of different price, thus laying the foundation for setting up the overall brand layout. By using the data of 2008, this paper makes an empirical analysis on the brands of tobacco industry, and draws the conclusion that China, Furong Wang, Yuxi, Yellow Crane Tower and Yunyan cigarette have strong brand competitive strength. On the basis of determining the leading brands of different grades, this paper applies the theory of brand ecosystem to the tobacco industry, regards the tobacco industry as a whole and the cigarette brand and the corresponding environment as a community. On the basis of niche situation theory and combined with the existing achievements of brand evaluation, the index system of brand niche evaluation is designed, and the niche theory is applied to brand evaluation and research in tobacco industry. From the angle of ecosystem complex adaptability and ecosystem synergy, the brand structure and layout of tobacco industry are evaluated and studied. The rational brand structure model of tobacco industry is obtained, and the reasonable framework of cigarette brand development in China is put forward. It is suggested that in 5 years, 12 leading brands, 8 strong brands and 10 promotion brands should be established in the tobacco industry, so that all grades of brands can have leading brands and form a reasonable brand structure. The break of an old pattern, the formation of a new pattern needs strong policy support. The supporting policy is often composed of a dominant strategic policy and several corresponding supporting policies. Based on the theory of system engineering, this paper designs the system model of cigarette brand development in China, and puts forward a series of supporting policies to rationalize the brand structure of tobacco industry through two basic approaches: brand integration and brand association. Guide policy, guarantee policy and feedback policy, guarantee the successful implementation of brand integration and brand association, form a systematic policy combination model, and provide feasible policy advice for tobacco industry to realize the rationalization of brand structure.
【学位授予单位】：天津大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F426.8
【引证文献】
相关硕士学位论文 前2条
1 王莹;试论贵州烟草业发展历程与趋势（1628-2002）[D];西南大学;2012年
2 王茜;宜春市烟草公司营销策略研究[D];南昌大学;2012年
，本文编号：2199746
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