本文選題：郴州市煙草公司 + 品牌培育��； 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：縱觀煙草行業(yè)的發(fā)展歷程,我國的行業(yè)品牌創(chuàng)造時(shí)間并不長,起步遠(yuǎn)遠(yuǎn)落后于世界發(fā)達(dá)國家,隨著社會(huì)的發(fā)展和經(jīng)濟(jì)的增長,國內(nèi)的知名品牌也越來越多,行業(yè)品牌的發(fā)展呈現(xiàn)出非常迅速的趨勢(shì)。但卷煙品牌無法使用廣告媒介進(jìn)行積極地品牌傳播和培育,同時(shí)還要接受世界其他國際卷煙品牌的沖擊力,再加上人們對(duì)煙草行業(yè)越來越深入的認(rèn)識(shí)和逐漸變化的思想觀念,我國目前的煙草專賣專營制度受到了極大的考驗(yàn),各煙草品牌應(yīng)該如何在這樣的嚴(yán)峻形勢(shì)下獲得更好地發(fā)展,同時(shí)培育好自身品牌,這成為煙草行業(yè)發(fā)展值得深思的難題 本文以郴州市煙草公司為例,依據(jù)2007-2011年湖南省各地區(qū)卷煙銷售的統(tǒng)計(jì)數(shù)據(jù),結(jié)合經(jīng)濟(jì)學(xué)、管理學(xué)理論對(duì)郴州市煙草公司卷煙品牌培育現(xiàn)狀和品牌培育過程中的問題進(jìn)行了定性分析。分析總結(jié)了目前郴州市煙草公司品牌培育存在的培育體系不完善、工商協(xié)同困難、缺乏培育動(dòng)力等問題。然后分別從政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、技術(shù)環(huán)境四個(gè)方面分析了郴州市煙草公司的外部環(huán)境,從公司概況、營銷能力、管理水平、基礎(chǔ)管理四個(gè)方面分析了公司的內(nèi)部環(huán)境。在此基礎(chǔ)上,進(jìn)行了SWOT分析,提出了郴州市煙草公司品牌培育的目標(biāo)。最后結(jié)合郴州市煙草公司的具體情況,構(gòu)建了卷煙品牌培育“542"模式：即品牌培育工作從5個(gè)維度、4個(gè)時(shí)期、2個(gè)考評(píng)等幾方面對(duì)卷煙品牌進(jìn)行市場培育,建立了一套完整的品牌培育體系。 本文在建立品牌培育體系的基礎(chǔ)上還提出了郴州市煙草公司卷煙品牌培育模式的具體實(shí)施方式。主要包括明確培育方向、做好品牌培育基礎(chǔ)工作、加強(qiáng)工商協(xié)同營銷力度、積極開展促銷活動(dòng)、實(shí)施卷煙品類優(yōu)化管理、強(qiáng)化營銷過程指導(dǎo)等一系列實(shí)施辦法。
[Abstract]:Throughout the development of the tobacco industry, our industry brand creation time is not long, starting far behind the developed countries in the world, with the development of society and economic growth, domestic well-known brands are also more and more. The development of industry brands shows a very rapid trend. But cigarette brands can not use advertising media to actively spread and cultivate brands, and at the same time accept the impact of other international cigarette brands in the world, in addition to people's more and more in-depth understanding of the tobacco industry and gradually changing ideas. The current monopoly system of tobacco in our country has been greatly tested. How should each tobacco brand develop better under such a severe situation and foster its own brand at the same time? This has become a difficult problem in the development of the tobacco industry. This paper takes Chenzhou Tobacco Company as an example, based on the statistical data of cigarette sales in various regions of Hunan Province from 2007 to 2011, combined with economics. The management theory has carried on the qualitative analysis to the Chenzhou tobacco company cigarette brand cultivation present situation and the brand cultivation process question. This paper analyzes and summarizes the problems existing in the cultivation of tobacco brand in Chenzhou City, such as the imperfect cultivation system, the difficulty of industrial and commercial cooperation, the lack of cultivating power, etc. Then it analyzes the external environment of Chenzhou tobacco company from four aspects: political environment, economic environment, social and cultural environment, and technological environment, and analyzes the external environment of Chenzhou tobacco company from the company's general situation, marketing ability and management level. On this basis, SWOT analysis is carried out, and the goal of brand cultivation of Chenzhou Tobacco Company is put forward. Finally, according to the specific situation of Chenzhou tobacco company, the paper constructs the "542" model of cigarette brand cultivation: that is, brand cultivation is carried out from five dimensions, four periods, two evaluation and other aspects to the market cultivation of cigarette brand. Established a set of complete brand cultivation system. Based on the establishment of brand cultivation system, this paper also puts forward the specific mode of cigarette brand cultivation in Chenzhou tobacco company. It mainly includes making clear the direction of cultivation, doing well the basic work of brand cultivation, strengthening the cooperative marketing of industry and commerce, actively carrying out promotional activities, carrying out the optimized management of cigarette category, strengthening the guidance of marketing process, and so on.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.8;F273.2

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