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  本文關(guān)鍵詞： 品牌培育 煙草行業(yè) 品牌成長模型　出處：《大連理工大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 隨著中國煙草行業(yè)的快速穩(wěn)定發(fā)展,紅云紅河集團在經(jīng)歷三次重組和整合后,已成為中國煙草行業(yè)規(guī)模最大的工業(yè)集團,集團雄厚的技術(shù)力量,歷史悠久的品牌文化,強勁的產(chǎn)品營銷能力,在卷煙消費者中享有盛譽,在煙草行業(yè)中具有舉足輕重的地位。 近年來,紅云紅河集團極力促成與大連煙草的合作項目,加快發(fā)展大連煙草市場,雙方已構(gòu)建起了工商協(xié)同、供商互動的品牌一體化培育新機制。但隨著品牌整合發(fā)展的不斷完善,紅云紅河集團在大連煙草市場的新品牌培育并未得到有效實現(xiàn),尤其是作為骨干品牌的云煙產(chǎn)品,品牌發(fā)展遇到了一定的障礙。 本文以大連煙草市場為研究背景,通過分析大連市整體宏觀環(huán)境、大連煙草市場競爭環(huán)境、煙草消費群體消費行為特點等外部品牌影響因素,結(jié)合集團品牌組合策略以及產(chǎn)品組合營銷策略,總結(jié)出目前云煙品牌在大連市場的優(yōu)劣勢,并確定影響云煙品牌培育的關(guān)鍵影響因素。同時,本文針對云煙品牌發(fā)展的關(guān)鍵影響因素,提出了實質(zhì)性的戰(zhàn)略發(fā)展策略,并提出“品牌培育效果測評”的品牌發(fā)展評價方法。最終,通過建立適合于紅云紅河集團云煙品牌的品牌成長模型,引導(dǎo)云煙品牌在大連市場的品牌培育過程,擴大云煙品牌的市場影響力。
[Abstract]:With the rapid and stable development of China's tobacco industry, Hongyun Honghe Group has become the largest industrial group in China's tobacco industry and has strong technical force after three reorganization and integration. With a long history of brand culture and strong product marketing ability, it enjoys a high reputation among cigarette consumers and plays an important role in tobacco industry. In recent years, Hongyun Honghe Group has made great efforts to promote the cooperation project with Dalian Tobacco, accelerate the development of Dalian tobacco market, and the two sides have built up the industrial and commercial cooperation. With the continuous improvement of brand integration and development, the new brand cultivation of Hongyun Honghe Group in Dalian tobacco market has not been effectively realized. Especially as a backbone brand cloud tobacco products, brand development encountered certain obstacles. This article takes Dalian tobacco market as the research background, through the analysis of Dalian City overall macro environment, Dalian tobacco market competition environment, tobacco consumer group consumer behavior characteristics and other external brand impact factors. Combined with group brand combination strategy and product combination marketing strategy, summed up the advantages and disadvantages of Yunyan brand in Dalian market, and determined the key factors that affect the cultivation of Yunyan brand. At the same time. Aiming at the key influencing factors of the development of Yunyan brand, this paper puts forward the substantive strategy of strategic development, and puts forward the evaluation method of brand development based on "the evaluation of brand cultivation effect". Through the establishment of the brand growth model suitable for Yu Hong Yunhong River Group Yunyan brand this paper guides the brand cultivation process of Yunyan brand in Dalian market and expands the market influence of Yunyan brand.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2;F426.8

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本文編號：1473350