【摘要】：在經(jīng)濟(jì)全球化的背景下,隨著煙草行業(yè)體制改革的進(jìn)行,國內(nèi)卷煙市場的競爭越來越激烈,卷煙品牌則成為煙草行業(yè)最有生命力、最具差異性的競爭手段。世界上一些著名的品牌,其品牌價(jià)值可以高達(dá)數(shù)百億美元。作為一種商品,卷煙品牌對煙草行業(yè)發(fā)展的推動(dòng)十分重要。因此,卷煙品牌也不再僅僅是最初的具有產(chǎn)品識別作用的工具,而逐漸成為煙草企業(yè)的軟實(shí)力,成為一種企業(yè)戰(zhàn)略資源,極大地影響著卷煙生產(chǎn)企業(yè)的發(fā)展。本文以品牌及品牌發(fā)展戰(zhàn)略相關(guān)理論為切入點(diǎn),運(yùn)用PEST分析方法對河北中煙鉆石品牌卷煙發(fā)展的內(nèi)外部環(huán)境及行業(yè)品牌發(fā)展現(xiàn)狀及趨勢進(jìn)行分析,從而論證企業(yè)實(shí)施品牌發(fā)展戰(zhàn)略的重要性與必然性。通過對河北中煙鉆石品牌卷煙發(fā)展現(xiàn)狀進(jìn)行SWOT分析,從多角度對鉆石品牌發(fā)展提出戰(zhàn)略構(gòu)想,并擬定了該品牌發(fā)展戰(zhàn)略的保障措施。希望本文對河北中煙鉆石品牌卷煙發(fā)展戰(zhàn)略的研究能對河北中煙起到一定的借鑒作用,并為國內(nèi)其它煙草工業(yè)企業(yè)品牌發(fā)展戰(zhàn)略的制定提供一定的理論支持。
[Abstract]:Under the background of economic globalization, with the reform of tobacco industry system, the competition of domestic cigarette market is becoming more and more fierce. Cigarette brands have become the most viable and the most differentiated means of competition in the tobacco industry. Some of the world's most famous brands can be worth tens of billions of dollars. As a commodity, cigarette brand plays an important role in promoting the development of tobacco industry. Therefore, cigarette brand is not only a tool of product identification, but also a soft power of tobacco enterprises, a kind of strategic resource, which greatly affects the development of cigarette manufacturing enterprises. Based on the theory of brand and brand development strategy, this paper uses PEST analysis method to analyze the internal and external environment of Hebei Zhongyan diamond brand cigarette development and the current situation and trend of brand development in Hebei province. In order to demonstrate the importance and inevitability of the implementation of brand development strategy. Based on the SWOT analysis of the present situation of the development of Hebei Zhongyan diamond brand, this paper puts forward the strategic conception of the development of the diamond brand from various angles, and draws up the safeguard measures of the brand development strategy. It is hoped that the research on the development strategy of Hebei Zhongyan diamond brand cigarette in this paper can play a certain reference role in Hebei Zhongyan brand and provide certain theoretical support for the formulation of brand development strategy of other domestic tobacco industry enterprises.
【學(xué)位授予單位】：石家莊鐵道大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.8;F273.2

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本文編號：2376511