川渝中烟品牌战略研究
发布时间：2018-11-17 10:57
【摘要】： 随着我国加入WTO,贸易自由化在全球范围内不断深入,国内烟草市场将面临越来越大的开放压力,跨国烟草企业携其国际品牌,将以其低成本的竞争优势,先进的营销手段和工艺技术冲击中国烟草市场,国内市场国际化的趋势日益明显,烟草企业将面临激烈的国际竞争。同时,在烟草专卖制度羽翼下成长起来的我国烟草行业非常缺乏行业竞争力,我国烟草品牌“多而不强”已是一个不争的事实。造成这种局面的原因是多方面的,而原因之一,是与我国烟草企业品牌经营和管理中存在着诸多问题与不足有关。幸运的是,国内的很多烟草企业己经在市场竞争中逐渐感受到品牌经营给公司带来的巨大利益。 现阶段国内的烟草企业和国外烟草巨头相比,我国烟草品牌实力过于弱小,竞争压力巨大,品牌问题日益成为烟草企业发展壮大难以逾越的障碍,目前对于烟草企业如何打造和实施自己的品牌战略的研究还在起步阶段,需要不断发展与完善。本文通过分析川渝中烟在面临市场营销环境、市场竞争状况以及消费者需求不断发生变化情况下的品牌战略,提出如何利用现代营销理论中有关品牌培育的方面的研究成果,应用于企业的实际,探索在新的形势和环境下,川渝中烟如何有效提高企业的品牌价值和市场竞争能力,从而获得长期的竞争优势。
[Abstract]:With China's entry into WTO, the domestic tobacco market will face more and more open pressure. Multinational tobacco enterprises will take advantage of low cost competition with their international brands. The advanced marketing means and technology impact the Chinese tobacco market, the domestic market internationalization trend is increasingly obvious, the tobacco enterprise will face the fierce international competition. At the same time, the tobacco industry in China, which has grown up under the tobacco monopoly system, lacks the competitiveness of the industry. It is an indisputable fact that the tobacco brands in our country are "many but not strong". There are many reasons for this situation, and one of the reasons is that there are many problems and deficiencies in the brand management and management of Chinese tobacco enterprises. Fortunately, many domestic tobacco enterprises have gradually felt the great benefits of brand management in the market competition. At present, compared with the foreign tobacco giants, the domestic tobacco enterprises are too weak and the competition pressure is huge, the brand problem has become an insurmountable obstacle to the development and growth of the tobacco enterprises. At present, the research on how to build and implement the brand strategy of tobacco enterprises is still in its infancy, which needs to be continuously developed and improved. This paper analyzes the brand strategy of Sichuan and Chongqing in the face of marketing environment, market competition and consumer demand, and puts forward how to make use of the research results of brand cultivation in modern marketing theory. In order to obtain the long-term competitive advantage, this paper explores how to effectively improve the brand value and market competition ability of the enterprises in Sichuan and Chongqing under the new situation and environment.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.8
本文编号：2337529
[Abstract]:With China's entry into WTO, the domestic tobacco market will face more and more open pressure. Multinational tobacco enterprises will take advantage of low cost competition with their international brands. The advanced marketing means and technology impact the Chinese tobacco market, the domestic market internationalization trend is increasingly obvious, the tobacco enterprise will face the fierce international competition. At the same time, the tobacco industry in China, which has grown up under the tobacco monopoly system, lacks the competitiveness of the industry. It is an indisputable fact that the tobacco brands in our country are "many but not strong". There are many reasons for this situation, and one of the reasons is that there are many problems and deficiencies in the brand management and management of Chinese tobacco enterprises. Fortunately, many domestic tobacco enterprises have gradually felt the great benefits of brand management in the market competition. At present, compared with the foreign tobacco giants, the domestic tobacco enterprises are too weak and the competition pressure is huge, the brand problem has become an insurmountable obstacle to the development and growth of the tobacco enterprises. At present, the research on how to build and implement the brand strategy of tobacco enterprises is still in its infancy, which needs to be continuously developed and improved. This paper analyzes the brand strategy of Sichuan and Chongqing in the face of marketing environment, market competition and consumer demand, and puts forward how to make use of the research results of brand cultivation in modern marketing theory. In order to obtain the long-term competitive advantage, this paper explores how to effectively improve the brand value and market competition ability of the enterprises in Sichuan and Chongqing under the new situation and environment.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.8
【引证文献】
相关硕士学位论文 前1条
1 熊海韬;衡阳市烟草公司卷烟品牌培育研究[D];中南大学;2011年
，本文编号：2337529
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