湖南省烟草公司郴州市公司卷烟品牌培育管理研究

发布时间：2018-06-28 09:13

本文选题：郴州市烟草公司 + 品牌培育　；参考：《湖南大学》2013年硕士论文

【摘要】：纵观烟草行业的发展历程,我国的行业品牌创造时间并不长,起步远远落后于世界发达国家,随着社会的发展和经济的增长,国内的知名品牌也越来越多,行业品牌的发展呈现出非常迅速的趋势。但卷烟品牌无法使用广告媒介进行积极地品牌传播和培育,同时还要接受世界其他国际卷烟品牌的冲击力,再加上人们对烟草行业越来越深入的认识和逐渐变化的思想观念,我国目前的烟草专卖专营制度受到了极大的考验,各烟草品牌应该如何在这样的严峻形势下获得更好地发展,同时培育好自身品牌,这成为烟草行业发展值得深思的难题本文以郴州市烟草公司为例,依据2007-2011年湖南省各地区卷烟销售的统计数据,结合经济学、管理学理论对郴州市烟草公司卷烟品牌培育现状和品牌培育过程中的问题进行了定性分析。分析总结了目前郴州市烟草公司品牌培育存在的培育体系不完善、工商协同困难、缺乏培育动力等问题。然后分别从政治环境、经济环境、社会文化环境、技术环境四个方面分析了郴州市烟草公司的外部环境,从公司概况、营销能力、管理水平、基础管理四个方面分析了公司的内部环境。在此基础上,进行了SWOT分析,提出了郴州市烟草公司品牌培育的目标。最后结合郴州市烟草公司的具体情况,构建了卷烟品牌培育“542"模式：即品牌培育工作从5个维度、4个时期、2个考评等几方面对卷烟品牌进行市场培育,建立了一套完整的品牌培育体系。本文在建立品牌培育体系的基础上还提出了郴州市烟草公司卷烟品牌培育模式的具体实施方式。主要包括明确培育方向、做好品牌培育基础工作、加强工商协同营销力度、积极开展促销活动、实施卷烟品类优化管理、强化营销过程指导等一系列实施办法。
[Abstract]:Throughout the development of the tobacco industry, our industry brand creation time is not long, starting far behind the developed countries in the world, with the development of society and economic growth, domestic well-known brands are also more and more. The development of industry brands shows a very rapid trend. But cigarette brands can not use advertising media to actively spread and cultivate brands, and at the same time accept the impact of other international cigarette brands in the world, in addition to people's more and more in-depth understanding of the tobacco industry and gradually changing ideas. The current monopoly system of tobacco in our country has been greatly tested. How should each tobacco brand develop better under such a severe situation and foster its own brand at the same time? This has become a difficult problem in the development of the tobacco industry. This paper takes Chenzhou Tobacco Company as an example, based on the statistical data of cigarette sales in various regions of Hunan Province from 2007 to 2011, combined with economics. The management theory has carried on the qualitative analysis to the Chenzhou tobacco company cigarette brand cultivation present situation and the brand cultivation process question. This paper analyzes and summarizes the problems existing in the cultivation of tobacco brand in Chenzhou City, such as the imperfect cultivation system, the difficulty of industrial and commercial cooperation, the lack of cultivating power, etc. Then it analyzes the external environment of Chenzhou tobacco company from four aspects: political environment, economic environment, social and cultural environment, and technological environment, and analyzes the external environment of Chenzhou tobacco company from the company's general situation, marketing ability and management level. On this basis, SWOT analysis is carried out, and the goal of brand cultivation of Chenzhou Tobacco Company is put forward. Finally, according to the specific situation of Chenzhou tobacco company, the paper constructs the "542" model of cigarette brand cultivation: that is, brand cultivation is carried out from five dimensions, four periods, two evaluation and other aspects to the market cultivation of cigarette brand. Established a set of complete brand cultivation system. Based on the establishment of brand cultivation system, this paper also puts forward the specific mode of cigarette brand cultivation in Chenzhou tobacco company. It mainly includes making clear the direction of cultivation, doing well the basic work of brand cultivation, strengthening the cooperative marketing of industry and commerce, actively carrying out promotional activities, carrying out the optimized management of cigarette category, strengthening the guidance of marketing process, and so on.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F273.2

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