邵阳市烟草公司省外卷烟品牌推广研究

发布时间：2018-12-10 16:00

【摘要】：摘要：企业今后在营销方面的竞争主要体现在品牌方面的竞争,投资者应当明白企业的产品品牌是否能得到市场的认可是其拥有市场的唯一途径。在中国全面进入品牌经济的今天烟草行业应该如何建设自己的品牌如何传播自己的品牌已成为当务之急。然而要想实现“在既有市场中成就大企业和大品牌0的总体目标,对市场进行拓宽是烟草企业的必然选择。因此,只有实现省外卷烟品牌推广加大省外卷烟消费邵阳烟草才能快速稳定地发展。本文基于现有的品牌推广理论及实证研究成果,以邵阳市烟草公司为案例研究对象,对卷烟市场的产品品牌和营销现状进行了深度调研,点分析了邵阳烟草公司推广省外品牌的内、外部环境,并进行了SWOT分析。在此基础上,针对目前省外品牌推广存在的问题,构建了完整的省外品牌推广体系。对品牌推广的创新,设计了零售环节的激励方案、追场站柜促销、工商协同推广品牌以及消费环节等拉动方案措施等。本研究将对其他省份的烟草公司的发展和创新提供借鉴。
[Abstract]:Absrtact: the competition in marketing is mainly reflected in the competition of brand in the future. Investors should understand whether the brand of products can be recognized by the market is the only way to own the market. It is urgent for tobacco industry to build its own brand and spread its own brand when China enters brand economy. However, in order to achieve the overall goal of "achieving the goal of big enterprises and big brands 0 in the existing market, it is an inevitable choice for tobacco enterprises to broaden the market." Therefore, Shaoyang tobacco can develop rapidly and stably only by promoting the brand and increasing the consumption of cigarettes outside the province. Based on the existing brand promotion theory and empirical research results, this paper takes Shaoyang Tobacco Company as the case study object, carries on the in-depth investigation to the cigarette market product brand and the marketing present situation. This paper analyzes the internal and external environment of Shaoyang Tobacco Company to promote the brand outside the province, and carries on the SWOT analysis. On this basis, aiming at the problems existing in the promotion of foreign brands, a complete brand promotion system is constructed. For the innovation of brand promotion, the incentive scheme of retail link, the promotion of counter, the promotion of cooperation between industry and commerce, the consumption link and so on are designed. This study will provide reference for the development and innovation of tobacco companies in other provinces.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8;F274

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