河北中烟钻石品牌卷烟发展战略研究
发布时间：2018-12-13 12:14
【摘要】：在经济全球化的背景下,随着烟草行业体制改革的进行,国内卷烟市场的竞争越来越激烈,卷烟品牌则成为烟草行业最有生命力、最具差异性的竞争手段。世界上一些著名的品牌,其品牌价值可以高达数百亿美元。作为一种商品,卷烟品牌对烟草行业发展的推动十分重要。因此,卷烟品牌也不再仅仅是最初的具有产品识别作用的工具,而逐渐成为烟草企业的软实力,成为一种企业战略资源,极大地影响着卷烟生产企业的发展。本文以品牌及品牌发展战略相关理论为切入点,运用PEST分析方法对河北中烟钻石品牌卷烟发展的内外部环境及行业品牌发展现状及趋势进行分析,从而论证企业实施品牌发展战略的重要性与必然性。通过对河北中烟钻石品牌卷烟发展现状进行SWOT分析,从多角度对钻石品牌发展提出战略构想,并拟定了该品牌发展战略的保障措施。希望本文对河北中烟钻石品牌卷烟发展战略的研究能对河北中烟起到一定的借鉴作用,并为国内其它烟草工业企业品牌发展战略的制定提供一定的理论支持。
[Abstract]:Under the background of economic globalization, with the reform of tobacco industry system, the competition of domestic cigarette market is becoming more and more fierce. Cigarette brands have become the most viable and the most differentiated means of competition in the tobacco industry. Some of the world's most famous brands can be worth tens of billions of dollars. As a commodity, cigarette brand plays an important role in promoting the development of tobacco industry. Therefore, cigarette brand is not only a tool of product identification, but also a soft power of tobacco enterprises, a kind of strategic resource, which greatly affects the development of cigarette manufacturing enterprises. Based on the theory of brand and brand development strategy, this paper uses PEST analysis method to analyze the internal and external environment of Hebei Zhongyan diamond brand cigarette development and the current situation and trend of brand development in Hebei province. In order to demonstrate the importance and inevitability of the implementation of brand development strategy. Based on the SWOT analysis of the present situation of the development of Hebei Zhongyan diamond brand, this paper puts forward the strategic conception of the development of the diamond brand from various angles, and draws up the safeguard measures of the brand development strategy. It is hoped that the research on the development strategy of Hebei Zhongyan diamond brand cigarette in this paper can play a certain reference role in Hebei Zhongyan brand and provide certain theoretical support for the formulation of brand development strategy of other domestic tobacco industry enterprises.
【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8;F273.2
本文编号：2376511
[Abstract]:Under the background of economic globalization, with the reform of tobacco industry system, the competition of domestic cigarette market is becoming more and more fierce. Cigarette brands have become the most viable and the most differentiated means of competition in the tobacco industry. Some of the world's most famous brands can be worth tens of billions of dollars. As a commodity, cigarette brand plays an important role in promoting the development of tobacco industry. Therefore, cigarette brand is not only a tool of product identification, but also a soft power of tobacco enterprises, a kind of strategic resource, which greatly affects the development of cigarette manufacturing enterprises. Based on the theory of brand and brand development strategy, this paper uses PEST analysis method to analyze the internal and external environment of Hebei Zhongyan diamond brand cigarette development and the current situation and trend of brand development in Hebei province. In order to demonstrate the importance and inevitability of the implementation of brand development strategy. Based on the SWOT analysis of the present situation of the development of Hebei Zhongyan diamond brand, this paper puts forward the strategic conception of the development of the diamond brand from various angles, and draws up the safeguard measures of the brand development strategy. It is hoped that the research on the development strategy of Hebei Zhongyan diamond brand cigarette in this paper can play a certain reference role in Hebei Zhongyan brand and provide certain theoretical support for the formulation of brand development strategy of other domestic tobacco industry enterprises.
【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8;F273.2
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