本文關(guān)鍵詞：吉林煙草工業(yè)有限責(zé)任公司卷煙品牌培育研究　出處：《吉林大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：我國(guó)是煙草生產(chǎn)和消費(fèi)大國(guó)，煙草生產(chǎn)和消費(fèi)量都已經(jīng)處于全球第一的位置。煙草行業(yè)已經(jīng)成為我國(guó)國(guó)民經(jīng)濟(jì)的支柱型產(chǎn)業(yè)，在國(guó)民經(jīng)濟(jì)和社會(huì)發(fā)展方面發(fā)揮著舉足輕重的作用。盡管如此，我國(guó)煙草的總體競(jìng)爭(zhēng)力仍然比較薄弱。與發(fā)達(dá)國(guó)家相比，我國(guó)煙草的優(yōu)勢(shì)品牌并不突出。而根據(jù)我國(guó)對(duì)WTO的承諾，煙草業(yè)將逐步實(shí)行對(duì)外開放，國(guó)外煙草巨頭將紛紛搶占我國(guó)市場(chǎng)。在此背景下，我國(guó)煙草行業(yè)的競(jìng)爭(zhēng)將更加激烈。但是與國(guó)外的煙草巨頭相比，我國(guó)還缺乏與之相抗衡的煙草品牌。另外，囿于《煙草控制框架公約》以及我國(guó)廣告法和煙草專賣法的限制，我國(guó)煙草企業(yè)也無法利用廣告媒介進(jìn)行品牌培育。在這種背景下，如何培育出我國(guó)的煙草品牌就成為推動(dòng)我國(guó)煙草行業(yè)發(fā)展所不得不面對(duì)的問題。在此背景下，國(guó)家煙草專賣局提出了“大市場(chǎng)、大品牌、大企業(yè)”的發(fā)展戰(zhàn)略。煙草企業(yè)必須以此為契機(jī)，加大卷煙品牌培育力度來應(yīng)對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng)。 在此背景下，論文以吉林煙草工業(yè)有限責(zé)任公司作為研究對(duì)象，運(yùn)用市場(chǎng)營(yíng)銷、品牌戰(zhàn)略管理等基本理論，分析了吉林煙草工業(yè)有限責(zé)任公司卷煙品牌培育現(xiàn)狀及不足，并分析了吉林煙草工業(yè)有限責(zé)任公司卷煙品牌培育宏觀環(huán)境、產(chǎn)業(yè)環(huán)境以及SWOT分析，，在此基礎(chǔ)上提出吉林煙草工業(yè)有限責(zé)任公司卷煙品牌培育的具體策略。 論文研究表明，吉林煙草工業(yè)有限責(zé)任公司在“長(zhǎng)白山”品牌培育方面，確立了“以經(jīng)濟(jì)效益為中心，以品牌發(fā)展為主線，實(shí)現(xiàn)觀念創(chuàng)新、管理創(chuàng)新、技術(shù)創(chuàng)新，推動(dòng)產(chǎn)品研發(fā)和市場(chǎng)開發(fā)兩個(gè)輪子齊轉(zhuǎn)，打好上管理、上質(zhì)量、上結(jié)構(gòu)、上效益攻堅(jiān)戰(zhàn)”的品牌效益型發(fā)展之路。在加強(qiáng)工商協(xié)同高層互訪、注重品牌結(jié)構(gòu)的轉(zhuǎn)變與優(yōu)化、注重品牌產(chǎn)品的技術(shù)性、強(qiáng)化品牌培育體制和機(jī)制改革以及加強(qiáng)品牌人才隊(duì)伍建設(shè)等方面取得了顯著成效。但是在“長(zhǎng)白山”品牌培育過程中，仍然存在存在著很多問題：（1）品牌培育的戰(zhàn)略性不夠，公司的品牌培育還僅僅停留在品牌營(yíng)銷階段，沒有凸顯戰(zhàn)略性；（2）品牌培育的機(jī)制不健全，公司目前的產(chǎn)品機(jī)制、品牌傳播機(jī)制以及品牌考核激勵(lì)機(jī)制不健全；（3）品牌培育的配套體系不完備，包括工商協(xié)同不夠、人才支撐不足等。 由此，本文從政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境四個(gè)方面分析了吉林煙草工業(yè)有限責(zé)任公司在“長(zhǎng)白山”品牌培育的宏觀環(huán)境。從供給方、買方、潛在進(jìn)入者、替代品以及行業(yè)內(nèi)競(jìng)爭(zhēng)狀況五個(gè)方面分析了吉林煙草工業(yè)有限責(zé)任公司在“長(zhǎng)白山”品牌培育的產(chǎn)業(yè)環(huán)境。并從優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅四個(gè)方面對(duì)吉林煙草工業(yè)有限責(zé)任公司在“長(zhǎng)白山”品牌培育的內(nèi)外部環(huán)境進(jìn)行了系統(tǒng)分析。在此基礎(chǔ)上，本文認(rèn)為吉林煙草工業(yè)有限責(zé)任公司需要從提升卷煙品牌培育中的戰(zhàn)略管理能力、加強(qiáng)卷煙品牌培育中的品牌管理和維護(hù)、加強(qiáng)卷煙品牌培育中的營(yíng)銷系統(tǒng)建設(shè)、加大卷煙品牌培育中的品牌創(chuàng)新力度等方面來做好“長(zhǎng)白山”品牌的培育工作，努力將“長(zhǎng)白山”品牌培育為全國(guó)乃至全世界知名的中式卷煙的代表性品牌。
[Abstract]:China is a big country of production and consumption of tobacco, tobacco production and consumption are in the first place in the world. The tobacco industry has become a pillar industry of our national economy, play an important role in the national economic and social development. However, the overall competitiveness of China's tobacco is still relatively weak compared with. In developed countries, China's tobacco brand advantage is not prominent. According to China's commitments to the WTO, the tobacco industry will be gradually opening up, foreign tobacco giants will have to seize the Chinese market. Under this background, China's tobacco industry competition will be more intense. But compared with foreign tobacco giants, China lack of compete with the tobacco brand. In addition, because of "the Framework Convention on tobacco control and limit > China's advertising law and tobacco monopoly law, China's tobacco companies can not use advertising media for goods Brand cultivation. In this context, how to cultivate China's tobacco brand has become to promote the development of China's tobacco industry has to face the problems. Under this background, the State Tobacco Monopoly Bureau proposed the "big market, big brands, the development strategy of large enterprises. The tobacco companies must take this as an opportunity to increase the cigarette brand nurturing efforts to cope with the increasingly fierce market competition.
Under this background, the thesis takes Jilin tobacco industry limited liability company as the research object, using the basic theory of brand marketing, strategic management, analysis of Jilin tobacco industry limited liability company cigarette brand development present situation and the insufficiency, and analysis of Jilin tobacco industry limited liability company macro environment to cultivate the cigarette brand, industry environment and SWOT analysis. On the basis of the specific strategies of cultivating the cigarette brands of Jilin tobacco industry limited liability company.
The research shows that, Jilin tobacco industry limited liability company in breeding "Changbai Mountain" brand, established the economic benefits as the center, to brand development as the main line, to realize the concept of innovation, management innovation, technological innovation, and promote product development and market development of the two round of Zi Qi, good management, quality, on on the structure, benefits battle "brand benefit development path in strengthening business collaborative high-level visits, focusing on the transformation and optimization of brand structure, technical focus on brand product, strengthen the brand cultivation system and mechanism reform and strengthening the construction of the brand team has achieved remarkable results. But in the" Changbai Mountain "brand in the process, there still exist many problems: (1) the brand cultivation of strategic brand cultivation is not enough, the company still stays at the stage of brand marketing, there is no obvious strategic; (2) The mechanism of brand cultivation is not perfect. The company's current product mechanism, brand communication mechanism and brand evaluation and incentive mechanism are not perfect. (3) the supporting system of brand cultivation is incomplete, including lack of business synergy and insufficient talent support.
Therefore, this article from the political and legal environment, economic environment, social and cultural environment, technological environment four aspects analyzes the macro environment of Jilin tobacco industry limited liability company in the cultivation of "Changbai Mountain" brand. The buyer from the supply side, and potential entrants, substitutes and competition in the industry situation analysis of five aspects of Jilin Tobacco Industry Co. Ltd cultivation in the "Changbai Mountain" brand of industrial environment. And the advantages, disadvantages, internal and external environment in four aspects of opportunities and threats to the Jilin tobacco industry limited liability company in the cultivation of "Changbai Mountain" brand were analyzed. On this basis, this paper argues that Jilin tobacco industry limited liability company needs from the cigarette brand in the cultivation of strategic management ability, strengthen and maintain the cigarette brands in brand management, strengthen the cigarette brands in the marketing system, increase the cigarette In terms of brand cultivation and brand innovation, we should do well in the cultivation of "Changbai Mountain" brand, and strive to cultivate "Changbai Mountain" brand as the representative brand of Chinese cigarettes all over the world and even the world.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.89

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