【摘要】：我國是全球最大的煙草生產(chǎn)國和消費(fèi)國,隨著我國卷煙市場的逐步開放,我國卷煙消費(fèi)市場將面臨更加激烈的市場競爭。我國煙草行業(yè)不僅要面對(duì)來自國內(nèi)競爭對(duì)手的挑戰(zhàn),同時(shí)還要同國際煙草巨頭們爭奪國內(nèi)國際市場,卷煙企業(yè)正面臨著日趨激烈的國內(nèi)國外競爭。 如今,全球已經(jīng)進(jìn)入品牌時(shí)代。品牌之間的競爭也日趨白熱化,品牌價(jià)值的地位和作用也日益凸顯,在全球經(jīng)濟(jì)不斷一體化的進(jìn)程中,市場競爭的實(shí)質(zhì)就是品牌的競爭,創(chuàng)建一流的品牌已經(jīng)成為企業(yè)發(fā)展戰(zhàn)略中最為重要的內(nèi)容之一。在各個(gè)領(lǐng)域,隨處可見幾個(gè)主要的品牌壟斷整個(gè)行業(yè)的局面。擁有品牌的企業(yè)將擁有更高的利潤率、更高的附加價(jià)值和更高的市場份額。品牌是企業(yè)的一種強(qiáng)大的無形資產(chǎn),品牌是企業(yè)真正的核心競爭力,可以讓企業(yè)在激烈的市場競爭中獲取更大的競爭優(yōu)勢,擁有強(qiáng)大的、一流的品牌就相當(dāng)于擁有真正的、絕對(duì)的市場發(fā)言權(quán)。 本文對(duì)國內(nèi)外關(guān)于品牌價(jià)值影響因素的文獻(xiàn)進(jìn)行梳理、分析和研究的基礎(chǔ)上總結(jié)發(fā)現(xiàn),品牌已經(jīng)成為影響現(xiàn)代企業(yè)參與國內(nèi)外市場競爭的重要因素之一,而對(duì)于我國卷煙企業(yè)而言,必須要從影響卷煙品牌價(jià)值的因素出發(fā),找出影響卷煙品牌價(jià)值的因素,發(fā)現(xiàn)存在的問題和不足,以便幫助我國卷煙企業(yè)更好的在參與國內(nèi)外激烈的市場競爭中獲得更多的、更持久的競爭優(yōu)勢,更好地實(shí)現(xiàn)國家煙草專賣局提出了“532”和“461”發(fā)展目標(biāo)。 現(xiàn)有的關(guān)于品牌價(jià)值影響因素的研究大多是基于從品牌價(jià)值影響因素的某一個(gè)或者某一些因素出發(fā)來研究,尤其是缺乏從整體出發(fā)、全面的考察品牌價(jià)值的影響因素。事實(shí)上,品牌價(jià)值并不僅僅只是受某一個(gè)或者某一些因素的影響,而是諸多影響因素共同作用的結(jié)果。本文從整體的思想出發(fā),較為全面的考量品牌價(jià)值的諸多影響因素。首先通過查閱大量國內(nèi)外文獻(xiàn)提出卷煙品牌價(jià)值的影響因子的假設(shè)模型,通過問卷調(diào)查、深入訪談、網(wǎng)絡(luò)、年鑒等,對(duì)收集到的數(shù)據(jù)用統(tǒng)計(jì)分析軟件工具SPSS進(jìn)行因子提取和命名,最后利用結(jié)構(gòu)方程模型進(jìn)行驗(yàn)證性因子分析,得出卷煙品牌價(jià)值的影響因子模型。最后再根據(jù)實(shí)際卷煙品牌進(jìn)行實(shí)證研究,找出該品牌價(jià)值存在的問題和不足并相應(yīng)的提出提高卷煙品牌價(jià)值的相關(guān)對(duì)策。
[Abstract]:China is the largest producer and consumer of tobacco in the world. With the gradual opening of the cigarette market in China, the cigarette consumption market in China will face more fierce market competition. China's tobacco industry not only faces challenges from domestic competitors, but also competes with international tobacco giants for the domestic and international market. Cigarette enterprises are facing increasingly fierce domestic and foreign competition. Now, the world has entered the brand era. The competition among brands is becoming more and more intense, and the status and role of brand value are becoming increasingly prominent. In the process of continuous integration of the global economy, the essence of market competition is the competition of brands. The establishment of a first-class brand has become one of the most important elements in the enterprise development strategy. In all fields, several major brands can be seen monopolizing the entire industry. Companies with brands will have higher profit margins, higher added value and higher market share. The brand is a kind of strong intangible asset of the enterprise, the brand is the real core competitive power of the enterprise, can let the enterprise obtain the bigger competitive advantage in the fierce market competition, having the strong, first-class brand is equivalent to having the real, Absolute market voice. Based on the analysis and research of the literature on the influencing factors of brand value at home and abroad, this paper concludes that brand has become one of the important factors influencing the participation of modern enterprises in the market competition at home and abroad. For the cigarette enterprises of our country, we must find out the factors that affect the value of cigarette brand, and find out the problems and shortcomings from the factors that affect the value of cigarette brand. In order to help the cigarette enterprises of our country obtain more and more lasting competitive advantages in participating in the fierce market competition at home and abroad, and better realize the development goals of "532" and "461" put forward by the National Tobacco Monopoly Bureau. Most of the existing research on brand value factors is based on one or some factors of brand value influence factors, especially the lack of the overall study of brand value factors. In fact, brand value is not only affected by one or some factors, but also by many factors. This article from the overall thought, more comprehensive consideration brand value many influence factors. Firstly, the hypothetical model of influencing factors of cigarette brand value is put forward by consulting a large number of domestic and foreign literature, through questionnaire survey, in-depth interview, network, yearbook, etc. The collected data are extracted and named by the statistical analysis software tool SPSS. Finally, the influence factor model of cigarette brand value is obtained by using the structural equation model for confirmatory factor analysis. Finally, according to the actual cigarette brand empirical research, to find out the brand value of the problems and deficiencies, and accordingly put forward the relevant measures to improve the value of cigarette brands.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.89

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