云南中烟“玉溪庄园”品牌跨界营销研究

发布时间：2019-05-09 01:52

【摘要】：进入2015年以来,政策形势的演变、行业限制的加压,目标客户消费诉求升级等因素,直接导致高端卷烟推广受限,为了能够适应时代的发展趋势,接轨消费者需求端口,中国烟草重点产品,尤其是高端产品的营销推广必须在不断巩固和深化现有产品定位的前提下,进一步挖掘和寻找更有生产力的产品卖点和更具传播力且可复制性更强的推广模式,而当下“跨界”的出现为烟草营销提供了一条新的出路。在营销界,“跨界”是指根据不同行业、不同产品之间所拥有的共性和联系,把一些原本毫不相干的元素进行融合、互相渗透,进而彰显出一种新锐的生活态度与审美方式,并赢得目标消费者的好感,使得跨界合作各方实现双赢或多赢的一种营销策略。对于企业来说,跨界营销是指处于不同营销界限内的双方以共享对方资源为前提、以消费关联为纽带、以提升效益或市场拓展为目标而展开的系统性合作。对烟草企业来说,跨界营销可以使烟草营销突破界限内资源的约束,解决长期以来制约烟草营销效能的瓶颈问题,让营销发挥出更大的效用。本文以营销理论、品牌理论等为理论工具,运用跨界营销的新思维,以云南中烟玉溪品牌“玉溪庄园”为研究对象,围绕“玉溪庄园”品牌跨界营销展开了深入研究。通过从品牌概念跨界、产品跨界、客户和渠道跨界三个方面的尝试,将玉溪庄园系列深厚的品牌文化势能有效且直观的转化为产品销售动力,最终实现刺激消费、保护价格、提升庄园系列乃至玉溪品牌整体品牌状态的最终目标。同时尝试性地对“玉溪庄园”系列产品的品牌跨界营销系统构建进行了初步探讨,在不断的梳理、改进和完善过程中逐步整理出了一套可供模式化推广的品牌跨界推广模板,致力于为其他想要尝试跨界营销的烟草品牌提供了一套判断思路。
[Abstract]:Since 2015, the evolution of the policy situation, the pressure of industry restrictions, and the escalation of target customers' consumption demands have directly led to the limitation of the promotion of high-end cigarettes. In order to adapt to the development trend of the times, and meet consumer demand ports, The marketing and promotion of key tobacco products in China, especially high-end products, must be consolidated and deepened under the premise of continuously consolidating and deepening the positioning of existing products. Further excavating and searching for more productive product selling point and dissemination ability and stronger replicable promotion mode, and the emergence of "cross-border" now provides a new way out for tobacco marketing. In the marketing industry, "cross-border" refers to the integration and infiltration of some originally unrelated elements according to the commonalities and connections between different industries and products, so as to show a new attitude towards life and aesthetic style. And win the favor of the target consumers, so that cross-border cooperation parties to achieve a win-win or multi-win marketing strategy. For an enterprise, cross-border marketing refers to the systematic cooperation between the two sides in different marketing boundaries, which takes sharing the other's resources as the premise, taking the consumption connection as the link, and promoting the benefit or the market expansion as the goal. For tobacco enterprises, cross-border marketing can make tobacco marketing break through the constraints of resources within the boundaries, solve the bottleneck problem that restricts the efficiency of tobacco marketing for a long time, and make marketing play a greater role. This paper takes marketing theory and brand theory as theoretical tools, applies the new thinking of cross-border marketing, takes Yuxi Manor as the research object, and studies the cross-border marketing of Yuxi Manor brand around "Yuxi Manor". Through the attempt from three aspects: the concept of brand, the cross-border of products, the cross-border of customers and channels, the potential energy of the profound brand culture of Yuxi Manor Series is effectively and intuitively transformed into the motive force of product sales, and finally it can stimulate consumption and protect prices. The ultimate goal of improving the overall brand status of manor series and even Yuxi brand. At the same time, this paper attempts to make a preliminary discussion on the construction of brand cross-border marketing system of "Yuxi Manor" series products, and gradually collates a set of brand cross-border promotion templates that can be popularized in the process of constantly combing, improving and perfecting. Committed to providing a set of judgment ideas for other tobacco brands that want to try cross-border marketing.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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