【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(zhǎng)期以來,我國(guó)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(guó)加入WTO,面對(duì)跨國(guó)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),分析了煙草行業(yè)國(guó)際、國(guó)內(nèi)發(fā)展現(xiàn)狀與發(fā)展趨勢(shì)以及存在問題,明確了企業(yè)實(shí)施品牌戰(zhàn)略的必要性。對(duì)煙草行業(yè)的宏觀政策環(huán)境和品牌發(fā)展基本概況與模式進(jìn)行分析和闡述；論文進(jìn)一步對(duì)山東中煙工業(yè)公司內(nèi)部的優(yōu)劣勢(shì)進(jìn)行深入地分析。論文從煙草行業(yè)和山東中煙工業(yè)公司的品牌競(jìng)爭(zhēng)環(huán)境入手,運(yùn)用SWOT、PEST分析法等工具,分析競(jìng)爭(zhēng)環(huán)境,確定山東中煙工業(yè)公司品牌競(jìng)爭(zhēng)的優(yōu)勢(shì)與不足,提出山東中煙工業(yè)公司品牌戰(zhàn)略的實(shí)施建議。
[Abstract]:Brand is the embodiment of the core value and the core competitiveness of the enterprise. The implementation of brand strategy is an important means for enterprises to achieve sustainable development. For a long time, China's tobacco industry has been implementing a centralized and unified tobacco monopoly management system. With China's entry into WTO, facing the strong competition of transnational tobacco groups, the tobacco industry must speed up the reform of the system and change the small scale of enterprises and the lack of competitive cigarette brands. Cigarette brand development strategy has become the key to the survival and development of cigarette industry enterprises. Based on the theory of brand and competitiveness, this paper analyzes the current situation and trend of international and domestic development of tobacco industry, as well as the existing problems, and clarifies the necessity of implementing brand strategy for enterprises. The general situation and mode of macro-policy environment and brand development of tobacco industry are analyzed and expounded, and the advantages and disadvantages of Shandong Central Tobacco Industry Company are further analyzed in this paper. This paper starts with the brand competitive environment of tobacco industry and Shandong Zhongyan Industrial Company, analyzes the competitive environment by means of SWOT,PEST analysis, and determines the advantages and disadvantages of the brand competition of Shandong Zhongyan Industrial Company. Put forward the implementation of the brand strategy of Shandong Zhongyan Industrial Co., Ltd.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2;F426.8

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