云南中烟“玉溪”品牌广西市场营销策略研究

发布时间：2018-01-11 13:41

本文关键词：云南中烟“玉溪”品牌广西市场营销策略研究　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：云南中烟工业有限责任公司(简称云南中烟,下同)是目前全国卷烟产销规模最大的省级中烟工业公司。云南中烟“玉溪”品牌是全国一类烟销量前三甲的畅销品牌,在广西市场有较好的消费基础,多年来市场销量稳步提升,但因广西市场一类烟品牌众多,竞争品牌“芙蓉王”表现强劲,地方品牌“真龙”依赖政府保护挤占了一类烟较大空间,卷烟营销环境日趋严峻,一类烟市场竞争激烈,云南中烟广西营销团队如何依据广西市场状况制定合理有效的营销策略,通过一系列扎实有效的营销推广活动,提升“玉溪”品牌核心竞争力,完成中心下达的销量目标,面临着许多考验及挑战。本文分析了云南中烟“玉溪”品牌的基本情况,研究了云南中烟“玉溪”品牌在广西市场的营销现状,参考了部分专家学者卷烟营销的相关研究成果,结合云南中烟“玉溪”品牌市场营销在广西市场所处的政治法律、经济、社会等宏观环境以及行业环境,运用SWOT方法分析了云南中烟“玉溪”品牌的优势、劣势及机遇、威胁,运用STP分析法对云南中烟“玉溪”品牌在广西市场进行细分,确定目标消费群体,并对其在广西市场进行定位,提出云南中烟“玉溪”品牌如何从产品、价格、渠道、促销等方面完善营销策略,明确了相关保障措施,为实现云南中烟“玉溪”品牌在广西市场的营销目标做出了积极的探索。
[Abstract]:Yunnan tobacco industry limited liability company (hereinafter referred to as Yunnan tobacco, the same below) is currently the national cigarette sales of the largest provincial tobacco company. Yunnan tobacco brand of "Yuxi" is a national kind of cigarette sales the top selling brands, consumer has relatively good foundation in the Guangxi market, the market sales increase steadily over the years but, because the Guangxi market for a class of cigarette brands, brand competition "furongwang" strong local brand "Zhenlong" depends on the government to protect a smoke occupy larger space, the marketing environment is becoming increasingly serious, a kind of cigarette market competition, Yunnan tobacco marketing team in Guangxi according to the Guangxi market conditions, formulate rational and effective marketing the strategy, through a series of effective marketing activities, enhance the core competitiveness of the brand of "Yuxi", complete the center issued the sales target, facing a lot of challenge in this paper. Analysis on the basic situation of Yunnan tobacco "Yuxi" brand, study the marketing situation of Yunnan tobacco "Yuxi" brand in the Guangxi market, with reference to the relevant research results of experts and scholars of cigarette marketing, combined with Yunnan tobacco "Yuxi" brand marketing in Guangxi in the market economic society, politics and law, etc. the macro environment and industry environment, using SWOT analysis of Yunnan tobacco "Yuxi" brand advantages, weaknesses and opportunities and threats, Yunnan tobacco "Yuxi" brand in Guangxi market segmentation using STP analysis method, to determine the target consumer groups, and its position in the Guangxi market, the Yunnan tobacco "Yuxi" brand from the product, price, channel, promotion and other aspects to improve the marketing strategy, defined the relevant security measures, for the realization of Yunnan tobacco "Yuxi" brand in Guangxi market marketing target There was a positive exploration.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

【参考文献】