本文選題：品牌 + 品牌管理　； 參考：《西南財(cái)經(jīng)大學(xué)》2009年碩士論文

【摘要】：品牌管理是現(xiàn)代營銷學(xué)的重要內(nèi)容,在消費(fèi)品的營銷策劃和管理領(lǐng)域得到廣泛的應(yīng)用,品牌和品牌的價(jià)值已成為消費(fèi)者對(duì)產(chǎn)品的識(shí)別和認(rèn)同程度的一種標(biāo)準(zhǔn),尤其是近年來,品牌正成為唯一的產(chǎn)生差異化的手段,企業(yè)依靠品牌管理的技巧獲得競爭優(yōu)勢。 煙草是一種特殊的商品,關(guān)系到公眾的健康和生命安全。與其它消費(fèi)品不同,煙草企業(yè)在卷煙生產(chǎn)、銷售和宣傳等方面都受到政府部門嚴(yán)格的管理和制約；同時(shí),正因?yàn)闊煵葜破返奶厥庑?世界大的煙草巨頭越來越看重相對(duì)制約較小而市場巨大的中國市場。國內(nèi)煙草行業(yè)由此展開了自上而下的大刀闊斧的改革,工商分離,工業(yè)企業(yè)的聯(lián)合重組都在如火如荼的開展。 在國際上,卷煙品牌的開發(fā)和管理已受到企業(yè)的高度重視,不僅將新產(chǎn)品的開發(fā)和上市作為企業(yè)贏得市場的重要手段,而且對(duì)已上市產(chǎn)品品牌的成功建立和維護(hù),也日益成為煙草企業(yè)占領(lǐng)市場、保持競爭優(yōu)勢不可或缺的方面。在國際知名的煙草公司,成功的品牌管理已成為企業(yè)延長產(chǎn)品生命周期,為企業(yè)創(chuàng)造財(cái)富的重要手段。 在我國,煙草行業(yè)的新產(chǎn)品開發(fā)能力和技術(shù)水平相對(duì)落后,生產(chǎn)力也比較分散,卷煙工業(yè)企業(yè)的規(guī)模較小,與發(fā)達(dá)國家相比還有很長一段距離。但我國人口眾多,隨著我國經(jīng)濟(jì)的高速發(fā)展,近幾年,煙草行業(yè)的發(fā)展速度都保持在10%以上,其發(fā)展速度遠(yuǎn)遠(yuǎn)高于世界平均水平,目前我國已經(jīng)成為世界最大的卷煙消費(fèi)市場之一,面對(duì)一個(gè)具有巨大潛力并快速成長的市場,煙草企業(yè)如何在激烈的市場競爭中贏得優(yōu)勢,在迅速擴(kuò)大的市場中占據(jù)主動(dòng),如何根據(jù)我國煙草行業(yè)的特點(diǎn)和現(xiàn)狀制定長期的發(fā)展戰(zhàn)略是必須面臨和思考的問題,而順應(yīng)全球煙草市場的趨勢,對(duì)煙草品牌的建立和管理將成為煙草企業(yè)經(jīng)營戰(zhàn)略的重要環(huán)節(jié)。 嬌子香煙品牌管理是本文主要的研究內(nèi)容。本文共分六章,敘述了營銷理論中品牌和品牌管理的含義、作用、價(jià)值及內(nèi)容,分析了煙草行業(yè)的現(xiàn)狀、特點(diǎn)、煙草品牌管理的特殊性和重要性,重點(diǎn)探討了嬌子品牌管理的策略和實(shí)施、從對(duì)成功煙草品牌萬寶路的品牌營銷策略研究中得出啟示,延伸探索如何將綠色營銷嫁接到卷煙品牌營銷管理上,旨在提出面對(duì)越來越激烈的市場競爭,煙草企業(yè)務(wù)必重視品牌的建立和管理,并將品牌管理納入企業(yè)經(jīng)營發(fā)展規(guī)劃,在產(chǎn)品上市之初就開始確立品牌策略和品牌管理的實(shí)施計(jì)劃,在產(chǎn)品營銷過程中建立強(qiáng)有力的品牌,從而提高消費(fèi)者的忠誠度,為企業(yè)創(chuàng)造更大的財(cái)富。
[Abstract]:Brand management is an important content of modern marketing. It has been widely used in the field of marketing planning and management of consumer goods. Brand and brand value have become a standard for consumers to identify and identify with products, especially in recent years. Brand is becoming the only way to produce differentiation. Enterprises rely on brand management skills to gain competitive advantage. Tobacco is a special commodity, which is related to public health and life safety. Unlike other consumer goods, tobacco enterprises are strictly regulated and restricted by government departments in such aspects as cigarette production, sales and publicity. At the same time, because of the particularity of tobacco products, The world's largest tobacco giants are increasingly focusing on China, which has relatively small constraints and a huge market. Therefore, the domestic tobacco industry has launched a drastic reform from top to bottom, the separation of industry and commerce, and the joint reorganization of industrial enterprises are in full swing. Internationally, the development and management of cigarette brands have been highly valued by enterprises, not only the development and listing of new products as an important means for enterprises to win the market, but also the successful establishment and maintenance of listed product brands. Also become the tobacco enterprise to occupy the market day by day, maintains the competitive advantage the indispensable aspect. In internationally renowned tobacco companies, successful brand management has become an important means for enterprises to prolong product life cycle and create wealth for enterprises. In China, the new product development ability and technical level of tobacco industry are relatively backward, the productivity is also relatively scattered, the scale of cigarette industry enterprises is smaller, compared with the developed countries, there is still a long way to go. But our country has a large population, with the rapid development of our economy, in recent years, the tobacco industry has maintained the development rate of more than 10%, its development rate is far higher than the world average level. At present, China has become one of the largest cigarette consumption markets in the world. Faced with a market with great potential and rapid growth, tobacco enterprises how to win the advantage in the fierce market competition and occupy the initiative in the rapidly expanding market. How to formulate a long-term development strategy according to the characteristics and current situation of Chinese tobacco industry is a problem that must be faced and considered, and adapt to the trend of the global tobacco market. The establishment and management of tobacco brand will become an important link in the management strategy of tobacco enterprises. Jiaozi cigarette brand management is the main research content of this paper. This article is divided into six chapters, narrates the meaning, function, value and content of brand and brand management in marketing theory, analyzes the current situation and characteristics of tobacco industry, the particularity and importance of tobacco brand management. This paper mainly discusses the strategy and implementation of Jiaozi brand management, draws inspiration from the research on Marlboro brand marketing strategy of successful tobacco brand, and explores how to graft green marketing into cigarette brand marketing management. The aim of this paper is to put forward that in the face of more and more fierce market competition, tobacco enterprises must attach importance to the establishment and management of brands, and bring brand management into their business development plans. At the beginning of the product market, the implementation plan of brand strategy and brand management began to be established, and a strong brand was established in the process of product marketing, thus enhancing the loyalty of consumers and creating greater wealth for enterprises.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F426.8

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本文編號(hào)：1860373