本文選題：湖南中煙　切入點(diǎn)：芙蓉王　出處：《中南大學(xué)》2009年碩士論文

【摘要】： 品牌營(yíng)銷已經(jīng)成為我國(guó)煙草行業(yè)應(yīng)對(duì)國(guó)內(nèi)外競(jìng)爭(zhēng)的唯一選擇。如何進(jìn)行品牌建設(shè),如何提高品牌的聲譽(yù)和競(jìng)爭(zhēng)力,將品牌做大做強(qiáng),是湖南中煙進(jìn)行品牌營(yíng)銷必須要解決的關(guān)鍵問(wèn)題。在這一背景下,研究“芙蓉王”和“白沙”品牌營(yíng)銷策略具有重要意義。 本文在分析湖南中煙品牌營(yíng)銷現(xiàn)狀和存在問(wèn)題的基礎(chǔ)上,研究湖南中煙面臨的國(guó)內(nèi)外競(jìng)爭(zhēng)環(huán)境,從而提出湖南中煙“芙蓉王”和“白沙”品牌營(yíng)銷策略設(shè)計(jì),為湖南中煙品牌營(yíng)銷策略的制定與實(shí)施提供參考。文章分為五部分:第一部分為緒論部分,闡述了課題研究的背景、研究的目的和意義、國(guó)內(nèi)外研究現(xiàn)狀;第二部分對(duì)品牌營(yíng)銷理論進(jìn)行分析,包括品牌的概念、特征和作用,并分析了品牌營(yíng)銷與傳統(tǒng)市場(chǎng)營(yíng)銷的區(qū)別;第三部分主要對(duì)湖南中煙面臨的競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,指出了國(guó)外煙草行業(yè)的市場(chǎng)狀況及特點(diǎn),并對(duì)國(guó)內(nèi)煙草行業(yè)的主要競(jìng)爭(zhēng)對(duì)手及其品牌營(yíng)銷特點(diǎn)進(jìn)行分析;第四部分重點(diǎn)對(duì)湖南中煙的品牌營(yíng)銷現(xiàn)狀進(jìn)行了深入的分析,在了解湖南中煙概況的基礎(chǔ),分析了“芙蓉王”和“白沙”的品牌營(yíng)銷現(xiàn)狀,一是作為全國(guó)性重點(diǎn)骨干品牌受到扶持,二是“芙蓉王”和“白沙”的渠道建設(shè)情況,三是“芙蓉王”和“白沙”的品牌促銷與管理,四是“芙蓉王”和“白沙”的運(yùn)作機(jī)構(gòu)。在此基礎(chǔ)上,采用問(wèn)卷調(diào)查的方法,從市場(chǎng)表現(xiàn)、競(jìng)爭(zhēng)前景和價(jià)值傳遞三個(gè)角度對(duì)“芙蓉王”和“白沙”品牌發(fā)展進(jìn)行了市場(chǎng)調(diào)研。在調(diào)研的基礎(chǔ)上對(duì)湖南中煙SWOT進(jìn)行了分析;第五部分針對(duì)以上分析,提出了湖南中煙品牌發(fā)展策略設(shè)計(jì)。一是在湖南中煙整合后的企業(yè)文化融合基礎(chǔ)上提出了湖南中煙的企業(yè)定位與發(fā)展理念。二是提出了湖南中煙品牌發(fā)展的目標(biāo)。三是市場(chǎng)細(xì)分及目標(biāo)市場(chǎng)的確定和“芙蓉王”、“白沙”品牌目標(biāo)市場(chǎng)選擇。四是對(duì)品牌定位及核心價(jià)值進(jìn)行了提煉。五是提出了湖南中煙品牌形象塑造以及“芙蓉王”和“白沙”的服務(wù)終端識(shí)別系統(tǒng)設(shè)計(jì)和包裝設(shè)計(jì)。六是提出了品牌營(yíng)銷的實(shí)施策略。包括加強(qiáng)湖南中煙品牌文化建設(shè),建立以品牌營(yíng)銷為主體的營(yíng)銷系統(tǒng),完善湖南中煙的競(jìng)爭(zhēng)激勵(lì)機(jī)制,系統(tǒng)推進(jìn)品牌創(chuàng)新、鞏固和發(fā)展品牌優(yōu)勢(shì),突出重點(diǎn)目標(biāo)市場(chǎng)戰(zhàn)略和創(chuàng)新,優(yōu)化全國(guó)性市場(chǎng)布局,大力推動(dòng)工商協(xié)同營(yíng)銷,培育品牌等措施。
[Abstract]:Brand marketing has become the only choice for the tobacco industry to cope with the competition at home and abroad. How to build the brand, how to improve the reputation and competitiveness of the brand, how to make the brand bigger and stronger, It is the key problem that must be solved in Hunan Zhongyan brand marketing. Under this background, it is of great significance to study the brand marketing strategy of "Furong King" and "Baisha". On the basis of analyzing the current situation and existing problems of Hunan Zhongyan brand marketing, this paper studies the domestic and international competition environment faced by Hunan Zhongyan, and then puts forward the brand marketing strategy design of Hunan Zhongyan "Furong King" and "Baisha". The article is divided into five parts: the first part is the introduction part, elaborated the research background, the research goal and the significance, the domestic and foreign research present situation; The second part analyzes the theory of brand marketing, including the concept, characteristics and role of brand, and analyzes the difference between brand marketing and traditional marketing. This paper points out the market situation and characteristics of foreign tobacco industry and analyzes the main competitors and brand marketing characteristics of domestic tobacco industry. The fourth part focuses on the in-depth analysis of Hunan Zhongyan brand marketing situation. On the basis of understanding the general situation of Hunan Zhongyan, this paper analyzes the current situation of brand marketing of "Furong King" and "Baisha". One is the support of the key national brands, the other is the channel construction of "Furong King" and "Baisha". The third is the brand promotion and management of "Furong King" and "Baisha", and the fourth is the operating organization of "Furong King" and "Baisha". The market research on the brand development of "Furong King" and "Baisha" is carried out from the perspectives of competitive prospect and value transmission. On the basis of the research, the author analyzes the SWOT of Hunan Zhongyan. This paper puts forward the strategy design of Hunan Zhongyan brand development. Firstly, it puts forward the enterprise orientation and development concept of Hunan Zhongyan brand on the basis of the integration of enterprise culture after Hunan Zhongyan integration. Second, it puts forward the goal of Hunan Zhongyan brand development. Third, the determination of market segmentation and target market, and the choice of target market of "Furong king" and "white sand" brand. Fourth, it refines the brand positioning and core value. Fifth, it puts forward the creation of Hunan Zhongyan brand image and "Fu" Rong Wang "and" Baisha "service terminal identification system design and packaging design. Sixth, put forward the implementation strategy of brand marketing, including strengthening the construction of Hunan Zhongyan brand culture, Establish a marketing system with brand marketing as the main body, perfect the competitive incentive mechanism of Hunan Zhongyan, systematically promote brand innovation, consolidate and develop brand advantages, highlight the key target market strategy and innovation, and optimize the national market layout. Vigorously promote industrial and commercial cooperative marketing, cultivation of brand and other measures.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 林潔;;煙草工業(yè)企業(yè)如何做好品牌培育[J];中國(guó)西部科技;2011年24期

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本文編號(hào)：1664577