發(fā)布時(shí)間：2018-03-23 06:40

  本文選題：品牌推廣　切入點(diǎn)：煙草　出處：《西南交通大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌是核心價(jià)值的體現(xiàn),是企業(yè)核心競(jìng)爭(zhēng)力的體現(xiàn)。實(shí)施品牌戰(zhàn)略,是企業(yè)實(shí)現(xiàn)可持續(xù)性發(fā)展的重要手段。長期以來,我國煙草行業(yè)一直實(shí)行集中統(tǒng)一的煙草專賣管理體制,隨著我國加入WTO,面對(duì)跨國煙草集團(tuán)的有力競(jìng)爭(zhēng),煙草行業(yè)必須加快體制改革,改變企業(yè)規(guī)模小、缺乏有競(jìng)爭(zhēng)力的卷煙品牌現(xiàn)狀。卷煙品牌發(fā)展戰(zhàn)略成為卷煙工業(yè)企業(yè)生存與發(fā)展的關(guān)鍵。 本文以品牌及競(jìng)爭(zhēng)力相關(guān)理論為切入點(diǎn),對(duì)“哈德門”卷煙在省某地區(qū)品牌導(dǎo)入期、知曉期和知名期各個(gè)階段的不同特點(diǎn)開展品牌推廣活動(dòng),在品牌推廣方案的實(shí)施過程中進(jìn)行管理上的探索和創(chuàng)新,取得了品牌推廣成功。前期調(diào)查和目標(biāo)分析決定著品牌推廣的成敗。卷煙產(chǎn)品作為限制場(chǎng)所消費(fèi)的非生活必須品,營業(yè)推廣受國家相關(guān)法律法規(guī)的限制,卷煙品牌具有極其明顯的行業(yè)性、地域性特征采取針對(duì)性、迎合性的品牌推廣策略,使品牌特征獲得消費(fèi)注意,才能實(shí)現(xiàn)品牌推廣的目的。卷煙品牌推廣不僅僅是廣告投放,它是一個(gè)多渠道多方式立體化的過程。卷煙品牌要得到消費(fèi)者的認(rèn)可,有幾個(gè)必須的條件:消費(fèi)者對(duì)卷煙品牌印象的完整記憶;消費(fèi)者對(duì)卷煙品牌印象的知名度;消費(fèi)者對(duì)卷煙品牌的印象的美譽(yù)度;消費(fèi)者對(duì)卷煙品牌的忠誠度。卷煙品牌推廣的過程是一個(gè)全方位的立體“戰(zhàn)役”,涉及到市場(chǎng)調(diào)查、戰(zhàn)略定位、品牌Ⅵ設(shè)計(jì)、渠道建設(shè)、廣告宣傳、營銷策略、營銷管理、品牌管理等多方面的工作。只有這樣創(chuàng)造出的卷煙品牌才具有強(qiáng)大的、持久的生命力。廣告宣傳只是品牌推廣的一個(gè)方面先做正確的事,再正確地做事。終端品吸導(dǎo)購、重點(diǎn)商戶派送、終端生動(dòng)化建設(shè)、重點(diǎn)客戶攻堅(jiān)、新品上市信息數(shù)據(jù)庫構(gòu)建等等都是正確的事情,必須首先抓住這些攻堅(jiān)環(huán)節(jié)根據(jù)權(quán)重有效分步實(shí)施�！肮麻T”品牌推廣各項(xiàng)工作開展以來,就比較注重工作的執(zhí)行和監(jiān)控,隨時(shí)根據(jù)市場(chǎng)變化情況調(diào)整工作方向和內(nèi)容,只要工作方向正確,好過程必然有好結(jié)果。
[Abstract]:Brand is the embodiment of the core value and the core competitiveness of enterprises. The implementation of brand strategy is an important means for the sustainable development of enterprises. For a long time, the tobacco industry in China has been implementing a centralized and unified tobacco monopoly management system. With China's entry into WTO, faced with the strong competition of transnational tobacco groups, the tobacco industry must speed up the reform of the system and change the scale of small enterprises. The development strategy of cigarette brand becomes the key to the survival and development of cigarette industry enterprises. Based on the theory of brand and competitiveness, this paper carries out brand promotion activities on the different characteristics of each stage of "Hadmen" cigarette in the period of brand introduction, the period of awareness and the period of famous brand in a certain area of the province. In the process of carrying out the brand promotion scheme, the management exploration and innovation have been made, and the success of brand promotion has been achieved. The early investigation and objective analysis determine the success or failure of brand promotion. The business promotion is restricted by the relevant national laws and regulations, the cigarette brand has the extremely obvious industry, the regional characteristic adopts the pertinence, the pandering brand promotion strategy, causes the brand characteristic to obtain the consumer attention. Cigarette brand promotion is not just advertising, it is a multi-channel and multi-way three-dimensional process. Cigarette brand should be recognized by consumers. There are several necessary conditions: the complete memory of consumers' impression of cigarette brand, the popularity of consumer's impression of cigarette brand, the degree of reputation of consumer's impression of cigarette brand; Consumer loyalty to cigarette brand. The promotion process of cigarette brand is an all-dimensional "battle" involving market investigation, strategic positioning, brand 鈪，

本文編號(hào)：1652371