红辽公司卷烟品牌竞争力评价研究
发布时间：2018-07-31 14:29
【摘要】：红辽公司，全名红塔辽宁烟草有限责任公司（以下称红辽公司）。红辽公司成立于2003年12月22日，由红塔集团与辽宁省烟草公司共同出资重组而成。旗下拥有“红塔山”、“玉溪”、“红梅”等多个中国名牌产品。2013年全年生产卷烟55.7万箱，同比增加0.5万箱。全年共销售卷烟55.3万箱，实现销售收入73.6亿元。其中：实现利润4.7亿元，实现税金46.6亿元。卷烟生产量和利税均列全国前列，，但是红辽公司卷烟在全国的销售情况不容乐观，在外省的卷烟销售中，红辽公司更是面临着“中华”、“黄鹤楼”、“白沙”、“双喜”等卷烟品牌的竞争威胁。基于此，通过与其它主要竞争品牌的对比分析,寻找差距与不足,研究未来提升竞争力的策略,对于保持红辽公司卷烟品牌的可持续发展具有十分重要的实现意义。 本文首先对品牌竞争力的内涵进行剖析，揭示其本质与形成特征，认为品牌竞争力是一种以企业生产能力、技术创新能力、市场营销与开拓能力等为基础的比较能力。基于迈克尔·波特的“钻石模型”，结合卷烟品牌竞争力特点，构建了由生产能力、市场销售能力、市场影响力、品牌成长能力，4个主层次和12个次级指标构成的卷烟品牌竞争力评价指标体系。其次借助于AHP模型分析法确定卷烟品牌各要素权重，通过对各要素权重的排序，明确影响卷烟品牌竞争力的首要因素。运用灰色关联度分析法对目前红辽公司代表性卷烟品牌“红塔山”、“玉溪”进行定量的评价分析。分析结果表明：“玉溪”品牌竞争力高于“红塔山”品牌竞争力。最后，通过与国内十大著名卷烟品牌进行对比，找出红辽公司卷烟品牌竞争力存在问题。针对存在的问题提出提升品牌竞争力的对策建议。
[Abstract]:Hongliao Company, full name of Hongta Liaoning Tobacco Co., Ltd. (hereinafter referred to as Hongliao Company). Hongliao Company was founded on December 22, 2003 by Hongta Group and Liaoning Province Tobacco Co., Ltd. The company owns "Hongtashan", "Yuxi", "Hongmei" and other famous Chinese products. It produced 557000 cases of cigarettes in 2013, an increase of 5000 cases from a year earlier. A total of 553000 cases of cigarettes were sold throughout the year, with a sales income of 7.36 billion yuan. Among them: realize profit 470 million yuan, realize tax 4.66 billion yuan. Cigarette production and profits and taxes are among the top in the country, but the sales situation of cigarettes in Hongliao Company is not optimistic. In the cigarette sales of other provinces, Hongliao Company is faced with "China", "Yellow Crane Tower" and "Baisha". The competitive threat of cigarette brands such as Shuangxi. Based on this, through the comparative analysis with other main competitive brands, to find out the gap and deficiency, and to study the strategy of promoting competitiveness in the future, it is of great significance to maintain the sustainable development of cigarette brands in Hongliao Company. This paper first analyzes the connotation of brand competitiveness, reveals its essence and formation characteristics, and holds that brand competitiveness is a comparative ability based on the ability of enterprise production capacity, technological innovation, marketing and development. Based on Michael Porter's "Diamond Model" and combining the competitive characteristics of cigarette brands, this paper constructs a model of production capacity, market sales ability and market influence. Brand growth ability, 4 main levels and 12 secondary indicators constitute the evaluation index system of cigarette brand competitiveness. Secondly, with the help of AHP model analysis method to determine the weight of each factor of cigarette brand, through the ranking of the weight of each factor, it is clear that the most important factors that affect the competitiveness of cigarette brand. The present representative cigarette brands "Hongta Mountain" and "Yuxi" in Hongliao Company were evaluated and analyzed quantitatively by using grey correlation analysis method. The results show that the brand competitiveness of Yuxi is higher than that of Hongtashan. Finally, by comparing with ten famous cigarette brands in China, the problems of cigarette brand competitiveness of Hongliao Company are found. In view of the existing problems, put forward countermeasures and suggestions to enhance brand competitiveness.
【学位授予单位】：沈阳大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.8
[Abstract]:Hongliao Company, full name of Hongta Liaoning Tobacco Co., Ltd. (hereinafter referred to as Hongliao Company). Hongliao Company was founded on December 22, 2003 by Hongta Group and Liaoning Province Tobacco Co., Ltd. The company owns "Hongtashan", "Yuxi", "Hongmei" and other famous Chinese products. It produced 557000 cases of cigarettes in 2013, an increase of 5000 cases from a year earlier. A total of 553000 cases of cigarettes were sold throughout the year, with a sales income of 7.36 billion yuan. Among them: realize profit 470 million yuan, realize tax 4.66 billion yuan. Cigarette production and profits and taxes are among the top in the country, but the sales situation of cigarettes in Hongliao Company is not optimistic. In the cigarette sales of other provinces, Hongliao Company is faced with "China", "Yellow Crane Tower" and "Baisha". The competitive threat of cigarette brands such as Shuangxi. Based on this, through the comparative analysis with other main competitive brands, to find out the gap and deficiency, and to study the strategy of promoting competitiveness in the future, it is of great significance to maintain the sustainable development of cigarette brands in Hongliao Company. This paper first analyzes the connotation of brand competitiveness, reveals its essence and formation characteristics, and holds that brand competitiveness is a comparative ability based on the ability of enterprise production capacity, technological innovation, marketing and development. Based on Michael Porter's "Diamond Model" and combining the competitive characteristics of cigarette brands, this paper constructs a model of production capacity, market sales ability and market influence. Brand growth ability, 4 main levels and 12 secondary indicators constitute the evaluation index system of cigarette brand competitiveness. Secondly, with the help of AHP model analysis method to determine the weight of each factor of cigarette brand, through the ranking of the weight of each factor, it is clear that the most important factors that affect the competitiveness of cigarette brand. The present representative cigarette brands "Hongta Mountain" and "Yuxi" in Hongliao Company were evaluated and analyzed quantitatively by using grey correlation analysis method. The results show that the brand competitiveness of Yuxi is higher than that of Hongtashan. Finally, by comparing with ten famous cigarette brands in China, the problems of cigarette brand competitiveness of Hongliao Company are found. In view of the existing problems, put forward countermeasures and suggestions to enhance brand competitiveness.
【学位授予单位】：沈阳大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F271;F426.8
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