卷烟品牌价值影响因素研究
发布时间：2018-10-26 09:15
【摘要】：我国是全球最大的烟草生产国和消费国,随着我国卷烟市场的逐步开放,我国卷烟消费市场将面临更加激烈的市场竞争。我国烟草行业不仅要面对来自国内竞争对手的挑战,同时还要同国际烟草巨头们争夺国内国际市场,卷烟企业正面临着日趋激烈的国内国外竞争。 如今,全球已经进入品牌时代。品牌之间的竞争也日趋白热化,品牌价值的地位和作用也日益凸显,在全球经济不断一体化的进程中,市场竞争的实质就是品牌的竞争,创建一流的品牌已经成为企业发展战略中最为重要的内容之一。在各个领域,随处可见几个主要的品牌垄断整个行业的局面。拥有品牌的企业将拥有更高的利润率、更高的附加价值和更高的市场份额。品牌是企业的一种强大的无形资产,品牌是企业真正的核心竞争力,可以让企业在激烈的市场竞争中获取更大的竞争优势,拥有强大的、一流的品牌就相当于拥有真正的、绝对的市场发言权。 本文对国内外关于品牌价值影响因素的文献进行梳理、分析和研究的基础上总结发现,品牌已经成为影响现代企业参与国内外市场竞争的重要因素之一,而对于我国卷烟企业而言,必须要从影响卷烟品牌价值的因素出发,找出影响卷烟品牌价值的因素,发现存在的问题和不足,以便帮助我国卷烟企业更好的在参与国内外激烈的市场竞争中获得更多的、更持久的竞争优势,更好地实现国家烟草专卖局提出了“532”和“461”发展目标。 现有的关于品牌价值影响因素的研究大多是基于从品牌价值影响因素的某一个或者某一些因素出发来研究,尤其是缺乏从整体出发、全面的考察品牌价值的影响因素。事实上,品牌价值并不仅仅只是受某一个或者某一些因素的影响,而是诸多影响因素共同作用的结果。本文从整体的思想出发,较为全面的考量品牌价值的诸多影响因素。首先通过查阅大量国内外文献提出卷烟品牌价值的影响因子的假设模型,通过问卷调查、深入访谈、网络、年鉴等,对收集到的数据用统计分析软件工具SPSS进行因子提取和命名,最后利用结构方程模型进行验证性因子分析,得出卷烟品牌价值的影响因子模型。最后再根据实际卷烟品牌进行实证研究,找出该品牌价值存在的问题和不足并相应的提出提高卷烟品牌价值的相关对策。
[Abstract]:China is the largest producer and consumer of tobacco in the world. With the gradual opening of the cigarette market in China, the cigarette consumption market in China will face more fierce market competition. China's tobacco industry not only faces challenges from domestic competitors, but also competes with international tobacco giants for the domestic and international market. Cigarette enterprises are facing increasingly fierce domestic and foreign competition. Now, the world has entered the brand era. The competition among brands is becoming more and more intense, and the status and role of brand value are becoming increasingly prominent. In the process of continuous integration of the global economy, the essence of market competition is the competition of brands. The establishment of a first-class brand has become one of the most important elements in the enterprise development strategy. In all fields, several major brands can be seen monopolizing the entire industry. Companies with brands will have higher profit margins, higher added value and higher market share. The brand is a kind of strong intangible asset of the enterprise, the brand is the real core competitive power of the enterprise, can let the enterprise obtain the bigger competitive advantage in the fierce market competition, having the strong, first-class brand is equivalent to having the real, Absolute market voice. Based on the analysis and research of the literature on the influencing factors of brand value at home and abroad, this paper concludes that brand has become one of the important factors influencing the participation of modern enterprises in the market competition at home and abroad. For the cigarette enterprises of our country, we must find out the factors that affect the value of cigarette brand, and find out the problems and shortcomings from the factors that affect the value of cigarette brand. In order to help the cigarette enterprises of our country obtain more and more lasting competitive advantages in participating in the fierce market competition at home and abroad, and better realize the development goals of "532" and "461" put forward by the National Tobacco Monopoly Bureau. Most of the existing research on brand value factors is based on one or some factors of brand value influence factors, especially the lack of the overall study of brand value factors. In fact, brand value is not only affected by one or some factors, but also by many factors. This article from the overall thought, more comprehensive consideration brand value many influence factors. Firstly, the hypothetical model of influencing factors of cigarette brand value is put forward by consulting a large number of domestic and foreign literature, through questionnaire survey, in-depth interview, network, yearbook, etc. The collected data are extracted and named by the statistical analysis software tool SPSS. Finally, the influence factor model of cigarette brand value is obtained by using the structural equation model for confirmatory factor analysis. Finally, according to the actual cigarette brand empirical research, to find out the brand value of the problems and deficiencies, and accordingly put forward the relevant measures to improve the value of cigarette brands.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89
本文编号：2295258
[Abstract]:China is the largest producer and consumer of tobacco in the world. With the gradual opening of the cigarette market in China, the cigarette consumption market in China will face more fierce market competition. China's tobacco industry not only faces challenges from domestic competitors, but also competes with international tobacco giants for the domestic and international market. Cigarette enterprises are facing increasingly fierce domestic and foreign competition. Now, the world has entered the brand era. The competition among brands is becoming more and more intense, and the status and role of brand value are becoming increasingly prominent. In the process of continuous integration of the global economy, the essence of market competition is the competition of brands. The establishment of a first-class brand has become one of the most important elements in the enterprise development strategy. In all fields, several major brands can be seen monopolizing the entire industry. Companies with brands will have higher profit margins, higher added value and higher market share. The brand is a kind of strong intangible asset of the enterprise, the brand is the real core competitive power of the enterprise, can let the enterprise obtain the bigger competitive advantage in the fierce market competition, having the strong, first-class brand is equivalent to having the real, Absolute market voice. Based on the analysis and research of the literature on the influencing factors of brand value at home and abroad, this paper concludes that brand has become one of the important factors influencing the participation of modern enterprises in the market competition at home and abroad. For the cigarette enterprises of our country, we must find out the factors that affect the value of cigarette brand, and find out the problems and shortcomings from the factors that affect the value of cigarette brand. In order to help the cigarette enterprises of our country obtain more and more lasting competitive advantages in participating in the fierce market competition at home and abroad, and better realize the development goals of "532" and "461" put forward by the National Tobacco Monopoly Bureau. Most of the existing research on brand value factors is based on one or some factors of brand value influence factors, especially the lack of the overall study of brand value factors. In fact, brand value is not only affected by one or some factors, but also by many factors. This article from the overall thought, more comprehensive consideration brand value many influence factors. Firstly, the hypothetical model of influencing factors of cigarette brand value is put forward by consulting a large number of domestic and foreign literature, through questionnaire survey, in-depth interview, network, yearbook, etc. The collected data are extracted and named by the statistical analysis software tool SPSS. Finally, the influence factor model of cigarette brand value is obtained by using the structural equation model for confirmatory factor analysis. Finally, according to the actual cigarette brand empirical research, to find out the brand value of the problems and deficiencies, and accordingly put forward the relevant measures to improve the value of cigarette brands.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89
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