GS烟草的品牌战略优化研究

发布时间：2018-11-10 20:12

【摘要】：30多年来,我国烟草行业发展迅猛。截止到2013年,我国有接近4亿的卷烟消费群体,烟草行业为我国的财政税收及经济增长做出了巨大的贡献。伴随着高速的发展,中国烟草行业同样面临着巨大的压力和挑战。一方面,在加入WTO后,国外烟草巨头涌入,对我国卷烟市场形成了一定的冲击；另一方面,世界烟草控烟框架公约的深入也使得烟草行业的发展环境受到了程度一定的制约；同时,人们对于吸烟危害的加深和对健康的追求也对烟草行业造成了一定的影响。在这样的大环境下,烟草行业的发展空间受到打压,面临着来自国际国内、行业内外等多方面的压力与挑战。烟草企业要想获取竞争优势,就必须从品牌建设入手,将品牌建设提升到企业经营战略的高度,实施品牌战略,努力做大做强品牌,提升品牌竞争力。 GS烟草品牌是G省中烟公司旗下的重点骨干品牌,担负着企业经营发展的业务压力。在面临着巨大的市场压力和增长压力的情况下,GS烟草品牌把品牌建设提升到企业经营战略的高度,实施品牌战略已是势在必行。文章首先对GS烟草品牌的宏观环境和微观环境进行分析,在结合GS烟草品牌战略现状的基础上,从产品体系、品牌传播与推广、品牌文化构建三个方面对GS烟草品牌战略进行了诊断,分析出了GS烟草品牌战略实施中的问题；接着再在对我国卷烟市场和卷烟消费者进行调研分析；然后再从产品体系、品牌传播与推广、品牌文化构建三个方面提出了GS烟草品牌战略优化的策略。最后,为了保证GS烟草品牌战略的有效实施,本文还从组织机构、企业文化和人员三个方面提出强化执行的策略措施。本文通过对GS烟草品牌进行实例研究,希望为GS烟草品牌战略的优化提供有建设性的参考意见,同时也希望能为我国烟草品牌建设提供新思路,为我国烟草品牌建设提供有价值的参考与借鉴。
[Abstract]:In the past 30 years, China's tobacco industry has developed rapidly. Up to 2013, there are nearly 400 million cigarette consumers in China, and the tobacco industry has made a great contribution to the fiscal and tax revenue and economic growth of our country. With the rapid development, China's tobacco industry is also facing tremendous pressure and challenges. On the one hand, after China's entry into WTO, the influx of foreign tobacco giants has a certain impact on the cigarette market in China; on the other hand, the deepening of the World Framework Convention on Tobacco Control also restricts the development environment of the tobacco industry to a certain extent. At the same time, the deepening of the harm of smoking and the pursuit of health also have a certain impact on the tobacco industry. In such a big environment, the development space of tobacco industry is suppressed, and it faces the pressure and challenge from domestic and international, both inside and outside the industry. If tobacco enterprises want to gain competitive advantage, they must start with brand construction, promote brand construction to the height of enterprise management strategy, implement brand strategy, strive to make brands bigger and stronger, and enhance brand competitiveness. GS tobacco brand is the key brand of G province Zhongyan Company, which bears the business pressure of enterprise management and development. In the face of huge market pressure and growth pressure, GS tobacco brand to brand building to the height of enterprise management strategy, the implementation of brand strategy is imperative. Firstly, this paper analyzes the macro and micro environment of GS tobacco brand, based on the current situation of GS tobacco brand strategy, from the product system, brand communication and promotion. Three aspects of brand culture construction of GS tobacco brand strategy were diagnosed and analyzed the implementation of GS tobacco brand strategy problems; Then, the author analyzes the cigarette market and cigarette consumers in China, and then puts forward the strategy of optimizing GS tobacco brand strategy from three aspects: product system, brand communication and promotion, and brand culture construction. Finally, in order to ensure the effective implementation of GS tobacco brand strategy, this paper also puts forward the measures to strengthen the implementation from three aspects: organization, corporate culture and personnel. Through the case study of GS tobacco brand, this paper hopes to provide constructive reference for the optimization of GS tobacco brand strategy, and also hope to provide new ideas for the construction of tobacco brand in China. To provide valuable reference and reference for the construction of tobacco brand in China.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.8

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