郴州市烟草公司低焦油卷烟品牌培育策略研究

发布时间：2018-03-11 01:23

本文选题：郴州市烟草公司　切入点：卷烟　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着消费者健康意识的日益增强,在今后的卷烟消费中将会更加倾向于选择那些更“绿色”、更“环保”、对其身体健康危害性相对较小的卷烟品牌。近年来,在“卷烟上水平”战略的引领下,我国低焦油卷烟消费的大环境日趋成熟,低焦油卷烟市场正在进入快速发展时期,低焦油品牌与市场整体呈现出主流化、高端化、多样化等发展趋势。国际经验表明：低焦卷烟市场发展的机遇往往是消费者健康意识觉醒之际,在这个阶段抓住机遇不遗余力地引导与培育市场至关重要。本文以郴州市烟草公司为例,对郴州市烟草公司的低焦油卷烟品牌的培育策略进行了研究。通过调查发现了郴州市低焦油卷烟品牌存在的问题,并对原因进行了具体分析。针对问题,本文提出了郴州市烟草公司低焦油卷烟品牌培育方案,总结了具体的品牌培育策略设计原则和思路；分析了郴州市低焦油卷烟品牌培育的市场细分和定位；制定了郴州市低焦油卷烟品牌的具体培育方式和流程。增加低焦油卷烟的生产,强化宣传和公关,优先推广高端低焦新品,是当前培育低焦油卷烟市场的必要措施。最后就郴州市烟草公司低焦油卷烟品牌培育方案的制定了相关实施和保障措施。本文希望就低焦油卷烟品牌培育,郴州市公司同有关工业企业进一步形成专项协同机制,共同筛选重点培育的低焦油品种,同时建立市场营销情况反馈、沟通制度,共同推进低焦油卷烟品牌培育。
[Abstract]:With the increasing awareness of consumers' health, in the future cigarette consumption will be more inclined to choose those cigarette brands that are more "green", "more environmentally friendly" and relatively less harmful to their physical health. Under the guidance of the strategy of "cigarette up level", the environment of low tar cigarette consumption in our country is maturing day by day. The low tar cigarette market is entering a period of rapid development, and the low tar brand and the market as a whole are becoming mainstream and high-end. International experience shows that the opportunities for the development of low-coke cigarette market are often when consumers' health awareness is awakened. It is very important to seize the opportunity at this stage to guide and cultivate the market. This paper takes Chenzhou Tobacco Company as an example. The cultivation strategy of low tar cigarette brand in Chenzhou Tobacco Company is studied. The problems of low tar cigarette brand in Chenzhou City are found through investigation, and the causes are analyzed concretely. This paper puts forward the cultivation scheme of low tar cigarette brand in Chenzhou Tobacco Company, summarizes the design principles and ideas of specific brand cultivation strategy, analyzes the market segmentation and positioning of low tar cigarette brand cultivation in Chenzhou City. The specific cultivation methods and processes of low tar cigarette brands in Chenzhou were formulated. The production of low tar cigarettes was increased, publicity and public relations were strengthened, and new products of high end and low coke were first promoted. It is necessary to cultivate the low tar cigarette market at present. Finally, the relevant implementation and safeguard measures are made for the cultivation scheme of low tar cigarette brand in Chenzhou Tobacco Company. This paper hopes to cultivate the low tar cigarette brand, Chenzhou company and relevant industrial enterprises further form a special cooperative mechanism to screen the varieties of low tar which are the key cultivation, and establish marketing feedback, communication system, and jointly promote the cultivation of low tar cigarette brand.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8

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