永州市烟草公司培育品牌危机管理研究

发布时间：2018-09-05 05:46

【摘要】：随着卷烟产品同质化现象的严重和消费者理性意识的增强,卷烟市场竞争趋于白热化,卷烟品牌生存的环境复杂多变,内外部环境的变化使得卷烟品牌维护的难度增大。如何抢抓机遇、应对挑战,商业企业有效提升培育知名品牌和市场营销的能力显得尤为重要,因为这直接关系和影响着卷烟上水平的发展进程和改革成果；如何实现品牌培育和市场营销上水平,是商业企业应当思考和把握的核心问题。本文将研究的重点放在由烟草商业企业内外部因素带来的培育品牌危机事件上,根据永州市烟草分公司的实际经营环境,结合实际的考察结果,构建了一套烟草品牌危机预警指标体系,对永州市烟草公司培育品牌危机管理现状进行评价,根据现状建立烟草品牌危机爆发前危机预警系统防范机制、危机爆发后如何处理成为本文研究的重点。本文认为将品牌危机管理理论引入烟草商业企业品牌管理中具有一定的创新意义。品牌危机管理对于烟草商业企业的发展也是至关重要的,烟草品牌危机管理直接影响烟草专卖公司的运营,将品牌危机管理理论引入烟草商业企业品牌管理对培养烟草品牌有一定的促进作用,这两者的结合发展有利于烟草商业企业的更好更快地发展。此外,构建烟草品牌危机预警指标体系属于行业创新,指标体系的构建,对于烟草商业企业品牌的危机预警,以及如何进行危机管理都有一定的实际意义。
[Abstract]:With the serious phenomenon of homogenization of cigarette products and the enhancement of consumers' rational consciousness, the competition in the cigarette market tends to be white-hot, the survival environment of cigarette brands is complex and changeable, and the changes of internal and external environment make the maintenance of cigarette brands more difficult. How to seize the opportunity and deal with the challenge, it is very important for the commercial enterprise to enhance the ability of cultivating the famous brand and marketing effectively, because it is directly related to and affects the development process and the reform achievement of the cigarette level; How to achieve the level of brand cultivation and marketing is the core problem that commercial enterprises should think and grasp. This paper focuses on the crisis of cultivating brand brought by the internal and external factors of tobacco commercial enterprises, according to the actual operating environment of Yongzhou Tobacco Branch, combined with the actual investigation results. This paper constructs a set of tobacco brand crisis warning index system, evaluates the status quo of cultivating brand crisis management in Yongzhou tobacco company, and establishes the prevention mechanism of tobacco brand crisis warning system before the outbreak of tobacco brand crisis according to the present situation. How to deal with the crisis has become the focus of this paper. This paper believes that brand crisis management theory in tobacco commercial enterprises brand management has a certain innovative significance. Brand crisis management is also very important for the development of tobacco commercial enterprises. The crisis management of tobacco brand directly affects the operation of tobacco monopoly companies. Introducing the theory of brand crisis management into the brand management of tobacco commercial enterprises can promote the cultivation of tobacco brands, and the combination of the two is conducive to the better and faster development of tobacco commercial enterprises. In addition, the establishment of tobacco brand crisis warning index system belongs to the innovation of the industry. The construction of the index system has a certain practical significance for the brand crisis early warning of tobacco commercial enterprises and how to carry out crisis management.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274

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