黄鹤楼卷烟品牌北京市场营销策略研究

发布时间：2018-05-16 00:44

本文选题：黄鹤楼卷烟 + 北京市场　；参考：《吉林大学》2013年硕士论文

【摘要】：目前国家对烟草行业的管控越来越严格，在修订了《烟草专卖法》后，进一步提出了“卷烟上水平”的基本方针和战略任务，并且随着中国加入WTO后，卷烟市场也逐步走向对外开放的道路。在本土卷烟市场已几近饱和的状态下，外国卷烟品牌的进入趋势无疑激化了国内市场竞争，尤其是北京卷烟市场的竞争。在日益增加的竞争压力下，黄鹤楼卷烟品牌要想在北京高档卷烟市场维持一席之地，就必须对现行的营销策略进行改善。本文通过对本课题的选题背景及意义的阐述，介绍了市场营销的本质及营销管理论，利用战略管理中的PEST宏观环境分析法及波特五力竞争模型，分析了黄鹤楼北京市场的营销现状及现存问题。进一步，针对黄鹤楼现存的问题及现行的营销组合，利用SWOT分析法，分析了问题的性质以及产生的根源。最后为了解决黄鹤楼现存的问题，，根据4p营销组合理论，提出了进一步完善北京市场营销策略的建议。本文在分析把握了全国烟草行业发展现状，以及黄鹤楼在北京市场的发展态势后，结合内外部环境分析，运用SWOT分析法，找出了黄鹤楼在北京市场的优势和劣势，发现了市场中潜在的机会与威胁，提出了发挥优势，克服劣势，抓住机会，规避威胁的建议。根据营销学中的4p营销组合理论，在产品，价格，渠道和促销等方面给出相应策略，为黄鹤楼卷烟以后的市场营销提供参考和建议。
[Abstract]:At present, the state has more and more strict control over the tobacco industry. After revising the Tobacco Monopoly Law, it further puts forward the basic policy and strategic task of "the level of cigarettes", and with China's entry into the WTO, Cigarette market also moves toward the road of opening to the outside world step by step. Under the condition that the local cigarette market is almost saturated, the entry trend of foreign cigarette brands undoubtedly intensifies the competition in the domestic market, especially in Beijing cigarette market. Under the increasing competitive pressure, the current marketing strategy must be improved if the brand wants to maintain its place in Beijing's high-grade cigarette market. Based on the background and significance of this topic, this paper introduces the essence of marketing and marketing management theory, using PEST macro environmental analysis in strategic management and Porter's five competitive model. This paper analyzes the current marketing situation and existing problems of the Yellow Crane Tower in Beijing. Furthermore, according to the existing problems of Yellow Crane Tower and the current marketing mix, this paper analyzes the nature and origin of the problem by using SWOT method. Finally, in order to solve the existing problems of Yellow Crane Tower, according to the theory of 4p marketing combination, the paper puts forward some suggestions to perfect Beijing's marketing strategy. After analyzing and grasping the current situation of tobacco industry development in China and the development situation of Yellow Crane Tower in Beijing market, combined with the analysis of internal and external environment, this paper finds out the advantages and disadvantages of Yellow Crane Tower in Beijing market by using SWOT analysis method. It finds out the potential opportunities and threats in the market, and puts forward some suggestions to give full play to the advantages, overcome the disadvantages, seize the opportunities and avoid the threats. According to the 4p marketing combination theory in marketing, the corresponding strategies are given in the aspects of product, price, channel and promotion, which can provide reference and suggestions for the marketing of Yellow Crane Tower cigarettes.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

【参考文献】