山东中烟工业公司泰山品牌营销战略研究
发布时间：2019-07-10 12:52
【摘要】：随着中国加入WTO之后，中国的经济得到了迅猛的发展，国际间的交流也越来越深。中国烟草行业也将面临着国际大型品牌的竞争。在这样一种环境下，我国的烟草行业提出了新的战略规划，“卷烟上水平”的伟大目标。将我国的高端烟草品牌的营销加快，加快市场化改革的进程，提高我国烟草行业品牌在国际行业上的竞争力，发挥出最好的水平。 中国的烟草行业，从开始以来就是政府的重点照顾对象，中国烟草行业的一个重要特点就是专营专卖，在世界经济体的不断交流与融汇中，我国烟草业将会面临着来自世界的强大竞争，在组织结构以及品牌营销上面，未必能够赶上社会发展的需要。品牌营销上的固有思维、没有开拓的创新思维、完成任务的心态都将会在国内的烟草品牌的市场营销上面遇到相当大的挑战。 山东中烟工业公司（以下简称山东中烟）的“泰山”作为中国本土的大型烟草企业的强力品牌，在营销管理加入了品牌营销的方式，通过不断的完善品牌营销策略，重新定位以及对市场进行针对性策略，提高了“泰山”品牌的营销竞争力，取得了很多很好的经验。 本文在总结出品牌营销战略的基础上，，结合了山东中烟企业的现状，通过对品牌营销的分析，对目前的山东中烟的品牌营销战略上面，提出了一些改进的意见和方法。
文内图片：
图片说明：swot分析步骤示意图
[Abstract]:With China's entry into WTO, China's economy has developed rapidly, and international exchanges have become deeper and deeper. China's tobacco industry will also face competition from large international brands. In such an environment, China's tobacco industry has put forward a new strategic plan, the great goal of "cigarette level". To speed up the marketing of high-end tobacco brands in China, speed up the process of marketization reform, improve the competitiveness of Chinese tobacco industry brands in the international industry, and give full play to the best level. China's tobacco industry has been the key care object of the government since its inception. One of the important characteristics of China's tobacco industry is monopoly. In the continuous exchange and integration of the world economy, China's tobacco industry will face strong competition from the world. In terms of organizational structure and brand marketing, it may not be able to catch up with the needs of social development. The inherent thinking of brand marketing, the lack of innovative thinking, the state of mind to complete the task will face considerable challenges in the marketing of domestic tobacco brands. Shandong Zhongyan Industry Company (hereinafter referred to as Shandong Zhongyan), as a strong brand of large tobacco enterprises in China, has added brand marketing in marketing management. Through continuous improvement of brand marketing strategy, repositioning and targeted marketing strategy, the marketing competitiveness of "Taishan" brand has been improved, and a lot of good experience has been obtained. On the basis of summing up the brand marketing strategy, combined with the present situation of Shandong Zhongyan enterprises, through the analysis of brand marketing, this paper puts forward some suggestions and methods for improving the current brand marketing strategy of Shandong Zhongyan.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8
文内图片：
图片说明：swot分析步骤示意图
[Abstract]:With China's entry into WTO, China's economy has developed rapidly, and international exchanges have become deeper and deeper. China's tobacco industry will also face competition from large international brands. In such an environment, China's tobacco industry has put forward a new strategic plan, the great goal of "cigarette level". To speed up the marketing of high-end tobacco brands in China, speed up the process of marketization reform, improve the competitiveness of Chinese tobacco industry brands in the international industry, and give full play to the best level. China's tobacco industry has been the key care object of the government since its inception. One of the important characteristics of China's tobacco industry is monopoly. In the continuous exchange and integration of the world economy, China's tobacco industry will face strong competition from the world. In terms of organizational structure and brand marketing, it may not be able to catch up with the needs of social development. The inherent thinking of brand marketing, the lack of innovative thinking, the state of mind to complete the task will face considerable challenges in the marketing of domestic tobacco brands. Shandong Zhongyan Industry Company (hereinafter referred to as Shandong Zhongyan), as a strong brand of large tobacco enterprises in China, has added brand marketing in marketing management. Through continuous improvement of brand marketing strategy, repositioning and targeted marketing strategy, the marketing competitiveness of "Taishan" brand has been improved, and a lot of good experience has been obtained. On the basis of summing up the brand marketing strategy, combined with the present situation of Shandong Zhongyan enterprises, through the analysis of brand marketing, this paper puts forward some suggestions and methods for improving the current brand marketing strategy of Shandong Zhongyan.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8
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