邵阳市烟草公司低焦油卷烟品牌培育策略研究

发布时间：2018-04-22 21:39

本文选题：烟草公司 + 低焦油　；参考：《中南大学》2013年硕士论文

【摘要】：摘要：邵阳市烟草公司作为地区纳税大户和专卖垄断体制下的烟草公司,其卷烟营销一直处于一种相对稳定和有序状态,但随着市场竞争的加剧和国家烟草专卖局关于“532、461”行业品牌发展战略方针的推进,企业面临越来越多的变数。在企业发展的紧迫感和卷烟品牌做大做强的期望下,品牌已经成为企业战略发展的核心,而低焦油卷烟品牌作为一股新生力量,正引领未来卷烟市场发展的潮流。本文以邵阳市烟草公司低焦油卷烟品牌培育为研究对象,通过理论联系实际,首先对邵阳市烟草公司的营销环境进行了分析,重点分析了邵阳烟草低焦油品牌培育的外部、内部环境及卷烟消费行为特点,针对国内外烟草行业面临的形势和邵阳烟草低焦油卷烟品牌培育所存在的问题、成因、环境,从构建新型的工商协同品牌培育体系、优化低焦油品牌培育业务流程结构及构建消费营销服务体系、提高客户低焦油卷烟品牌销售积极性、加强对客户经理的管理等方面提出邵阳市烟草公司低焦油卷烟品牌培育的策略。并以案例分析的形式重点介绍中南海(软蓝色时光)品牌在邵阳卷烟市场的发展状况及其成功经验。
[Abstract]:Abstract: Shaoyang Tobacco Company, as a tobacco company under the regional tax payer and monopoly system, its cigarette marketing has been in a relatively stable and orderly state. However, with the intensification of market competition and the promotion of the strategy of "532461" brand development, enterprises are facing more and more variables. With the sense of urgency of enterprise development and the expectation of cigarette brand becoming bigger and stronger, brand has become the core of enterprise strategic development. As a new force, low tar cigarette brand is leading the development trend of cigarette market in the future. This article takes Shaoyang tobacco company low tar cigarette brand cultivation as the research object, through the theory unifies the practice, first has carried on the analysis to the Shaoyang tobacco company's marketing environment, has analyzed the Shaoyang tobacco low tar brand cultivation exterior emphatically. Aiming at the situation of tobacco industry at home and abroad and the problems, causes and environment of Shaoyang tobacco low tar cigarette brand cultivation, this paper sets up a new type of industrial and commercial cooperative brand cultivation system based on the characteristics of internal environment and cigarette consumption behavior. Optimize the low tar brand to cultivate the business process structure and construct the consumer marketing service system to improve the customers' sales enthusiasm of the low tar cigarette brand. The strategy of cultivating low tar cigarette brand in Shaoyang Tobacco Company is put forward in the aspects of strengthening the management of customer manager. The development of Zhongnanhai (soft Blue time) brand in Shaoyang cigarette market and its successful experience are introduced in the form of case study.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F273.2

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