基于消费者心理的“冬虫夏草”高档卷烟品牌营销策略研究
发布时间：2019-03-18 15:28
【摘要】：近年来,我国卷烟产品由多品牌竞争开始向品牌集中转变,由价格、包装等层面竞争开始转向产品科技含量竞争,卷烟市场逐步由销售产品向经营品牌转变。竞争的热点从价格竞争转向高端市场竞争,品牌营销行为由依赖专卖行政管理开始向服务和管理并重的竞争模式转变。烟草行业各企业品牌规划逐步清晰,品牌策略不断优化,开始分高、中、低层次发展。企业资源都在向重点骨干品牌倾斜,营销服务水平与市场推广力度不断提升。在这样的大背景下,要参与行业竞争,企业就必须依据市场发展的导向对从前的卷烟销售手段进行改革,整体把握消费者的消费心理和行为,并以此对自身的卷烟品牌、销售策略进行整合,从而实现品牌的竞争与发展。 本文在分析烟草行业政策与市场的基础上,就内蒙古昆明卷烟有限责任公司的营销特点与问题进行了研究,多层面分析卷烟消费群体的消费心理取向,并以SWOT分析法对该公司的“冬虫夏草”卷烟进行市场竞争综合分析,结合卷烟品牌的销售方式,对“冬虫夏草”这一品牌进行准确定位,以此提出了拓宽市场的有效营销策略,为内蒙古昆明卷烟有限责任公司的营销决策提供参考。
[Abstract]:In recent years, China's cigarette products from multi-brand competition to brand concentration, from price, packaging and other aspects of competition began to change to product science and technology competition, cigarette market gradually changed from selling products to operating brands. The hot spot of competition changes from price competition to high-end market competition, and brand marketing behavior changes from relying on monopoly administration to service and management competition mode. Tobacco industry brand planning gradually clear, brand strategy optimization, began to divide into high, middle, low-level development. Enterprise resources are inclined to key brands, marketing service level and marketing promotion efforts continue to improve. Under such a background, in order to participate in the industry competition, enterprises must carry on the reform to the former cigarette sales means according to the market development direction, grasp the consumer's consumption psychology and behavior as a whole, and use this to their own cigarette brand. Sales strategies are integrated to achieve brand competition and development. On the basis of analyzing the policy and market of tobacco industry, this paper studies the marketing characteristics and problems of Kunming cigarette Co., Ltd in Inner Mongolia, and analyzes the psychological orientation of cigarette consumers in many aspects. The market competition of the company's "Cordyceps sinensis" cigarette is comprehensively analyzed by SWOT analysis method, and the brand of "Cordyceps sinensis" is accurately positioned according to the sales mode of cigarette brand, so as to put forward the effective marketing strategy to widen the market. It provides reference for marketing decision of Inner Mongolia Kunming cigarette Co., Ltd.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8
本文编号：2442986
[Abstract]:In recent years, China's cigarette products from multi-brand competition to brand concentration, from price, packaging and other aspects of competition began to change to product science and technology competition, cigarette market gradually changed from selling products to operating brands. The hot spot of competition changes from price competition to high-end market competition, and brand marketing behavior changes from relying on monopoly administration to service and management competition mode. Tobacco industry brand planning gradually clear, brand strategy optimization, began to divide into high, middle, low-level development. Enterprise resources are inclined to key brands, marketing service level and marketing promotion efforts continue to improve. Under such a background, in order to participate in the industry competition, enterprises must carry on the reform to the former cigarette sales means according to the market development direction, grasp the consumer's consumption psychology and behavior as a whole, and use this to their own cigarette brand. Sales strategies are integrated to achieve brand competition and development. On the basis of analyzing the policy and market of tobacco industry, this paper studies the marketing characteristics and problems of Kunming cigarette Co., Ltd in Inner Mongolia, and analyzes the psychological orientation of cigarette consumers in many aspects. The market competition of the company's "Cordyceps sinensis" cigarette is comprehensively analyzed by SWOT analysis method, and the brand of "Cordyceps sinensis" is accurately positioned according to the sales mode of cigarette brand, so as to put forward the effective marketing strategy to widen the market. It provides reference for marketing decision of Inner Mongolia Kunming cigarette Co., Ltd.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8
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