發(fā)布時間：2018-05-16 02:00

  本文選題：品牌集中 + 最后通碟——四方模型��； 參考：《山東大學》2008年碩士論文

【摘要】： 中國是世界最大的煙草生產(chǎn)國和卷煙消費市場,同時也是煙草檔次和出口的弱國。在入世之前,我國煙草行業(yè)產(chǎn)業(yè)集中度低,國內(nèi)卷煙廠商形成“諸侯割據(jù)”的行政壟斷市場競爭格局。而國際煙草業(yè)近年來加速全球化、壟斷化的進程,由幾個跨國公司掌控全球煙草市場的趨勢日益明顯,國際煙草業(yè)加速向公司化、自由化、市場化方向發(fā)展。 根據(jù)中國加入WTO的相關(guān)法律文件規(guī)定,中國逐步降低卷煙、雪茄煙和煙絲的進口關(guān)稅稅率,并取消非關(guān)稅措施以逐步開放卷煙市場。行政壟斷由于國外卷煙廠商的參與競爭逐步被打破,但無論是從企業(yè)規(guī)模還是從品牌規(guī)模而言,中國煙草企業(yè)是難以同國外煙草大公司相抗衡的。 我國卷煙營銷的大趨勢,是在專賣保護下的內(nèi)部市場導(dǎo)向,“大市場、大品牌、大企業(yè)”是國家局的既定戰(zhàn)略。因此,國家局制定了《卷煙百牌號目錄》,這是提升煙草行業(yè)整個競爭力的核心所在。如何通過市場機制進行品牌培育,如何精簡卷煙百牌號、整合品牌,從而提高品牌集中度是實現(xiàn)國家局的既定戰(zhàn)略的關(guān)鍵。在這個過程中,一定是在國家局宏觀干預(yù)(頒布《卷煙百牌號目錄》)下,通過市場這支手來促進。 在上文所述的背景下,山東省卷煙營銷戰(zhàn)略研究中心、中國煙草總公司山東省公司與山東大學品牌經(jīng)濟研究中心共同設(shè)計,并由山東大學品牌經(jīng)濟研究中心承擔“山東省卷煙銷售品牌集中的市場機制與培育策略研究”項目(簡稱煙草品牌集中項目),本文為其階段性成果。 本文首先引入品牌經(jīng)濟學的選擇成本的概念,通過對博弈論Hotelling模型的改進和運用,分析表明國外卷煙廠商在競爭中所具有的品牌優(yōu)勢會逐步提高其市場占有率。隨后,本文對行為經(jīng)濟學的最后通牒模型(Ultimatum Game)做出改進,將其演變?yōu)椤白詈笸骸姆侥Ｐ汀?進而分析表明消費者在擁有選擇權(quán)后對煙草行業(yè)品牌集中戰(zhàn)略成敗的重要性。 品牌集中度的提高應(yīng)該是市場主導(dǎo),這就要求我們必須以市場手段為途徑�，F(xiàn)有的消費結(jié)構(gòu)是歷史形成的,品牌集中度的提高,勢必要改變這種消費習慣。這就需要卷煙廠商必須了解消費者的消費習慣,掌握不同品牌在消費者心理的認知。對卷煙市場真正起決定影響力的,是卷煙消費者,這是市場經(jīng)濟的本質(zhì)。筆者參與并主持煙草品牌集中項目對消費者的問卷調(diào)查和品牌分檔盲測工作,因此,通過運用行為經(jīng)濟學的前景理論、上癮理論等理論對所得數(shù)據(jù)進行詳細分析,并引用國內(nèi)外的相關(guān)研究成果來總結(jié)卷煙消費者的部分消費習慣。在國家局頒布《卷煙百牌號目錄》后,卷煙消費者集合內(nèi)會有部分“區(qū)域”處于重新選擇的真空期,“真空區(qū)域”將如何選擇以及影響其選擇的因素是本文的分析重點之一。 最后,本文根據(jù)以上分析,認為針對不同類型的卷煙消費者,影響其消費選擇的因素的權(quán)重有明顯差異,因此,卷煙廠商應(yīng)該實行“一牌多品”的策略,并實行品牌經(jīng)理制。
[Abstract]:China is the world's largest tobacco producing and cigarette consuming market, but also a weak country of tobacco grade and export. Before China's entry into the WTO, China's tobacco industry has a low concentration of industrial concentration and the domestic cigarette manufacturers have formed an administrative monopoly market competition pattern of "vassal separatist". The trend of several multinational corporations to control the global tobacco market is increasingly obvious. The international tobacco industry is accelerating towards corporatization, liberalization and marketization.
According to the relevant legal documents of China's entry into the WTO, China gradually reduces the import tariff rate of cigarettes, cigars and tobacco, and cancels non-tariff measures to gradually open the cigarette market. Administrative monopoly is gradually broken because of the participation of foreign cigarette manufacturers, but whether it is from the scale of the enterprise or the scale of the brand, Chinese tobacco It is difficult for grass enterprises to compete with large tobacco companies abroad.
The big trend of China's cigarette marketing is to guide the internal market under the protection of monopoly. "Big market, big brand, big enterprise" is the established strategy of the National Bureau. Therefore, the National Bureau has formulated the catalogue of "cigarette brand name", which is the core of promoting the whole competitiveness of the tobacco industry. How to carry out brand cultivation through market mechanism and how to streamline the volume of the cigarette market mechanism It is the key to realize the established strategy of the National Bureau to integrate the brand and improve the brand concentration. In this process, it must be promoted by the hand of the market under the macro intervention of the National Bureau.
Under the above background, the Shandong cigarette marketing strategy research center, the China National Tobacco Corp Shandong province company and the Shandong University Brand Economic Research Center jointly designed, and the Shandong University brand economic research center undertake "Shandong Province cigarette sales brand concentration market mechanism and Cultivation Strategy Research" project (abbreviated tobacco) Brand centralized project), this article is its stage result.
This paper first introduces the concept of the choice cost of brand economics, and through the improvement and application of the game theory Hotelling model, the analysis shows that the brand advantage of foreign cigarette makers will gradually increase its market share in the competition. Then, this paper makes an improvement on the Ultimatum Game model of behavioral economics. It is evolved into a "ultimatum - the Quartet model", and the analysis shows that consumers have the right to choose the right brand strategy.
The improvement of brand concentration should be market dominated, which requires that we must take the market means as the way. The existing consumption structure is formed by history, and the increase of the concentration of brand is bound to change this consumption habit. This requires cigarette makers to understand consumer habits and grasp the psychological recognition of different brands in the consumer. It is the essence of the market economy that the cigarette consumers are really influential in the cigarette market. The author participates in and presided over the questionnaire survey and the brand classification of the brands of the tobacco brand concentration projects, so the data were analyzed in detail by using the theory of behavioral economics, the theory of addiction and the theory of addiction. In order to sum up some of the consumption habits of cigarette consumers, the article summarizes some of the consumer habits of cigarette consumers at home and abroad. After the national bureau promulgates the catalogue of cigarette brands, there will be a part of the re selected vacuum period in the collection of cigarette consumers. How to choose the "vacuum area" and the factors that affect its selection are the key points of this article. 1.
Finally, according to the above analysis, this paper thinks that there are obvious differences in the weight of the factors affecting the choice of cigarette consumers for different types of cigarette consumers. Therefore, the cigarette manufacturers should implement the "one brand multi product" strategy and implement the brand manager system.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.8

【引證文獻】

相關(guān)碩士學位論文 前4條

1 薛慧;西雙版納卷煙消費者行為研究[D];昆明理工大學;2009年

2 劉雋;我國經(jīng)管類高職院校的品牌建設(shè)[D];山東大學;2010年

3 王茜;宜春市煙草公司營銷策略研究[D];南昌大學;2012年

4 高珊珊;中國煙草業(yè)品牌整合的行為績效分析[D];南京財經(jīng)大學;2012年

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本文編號：1894926