本文選題：郴州市煙草公司　切入點：卷煙　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著消費者健康意識的日益增強(qiáng),在今后的卷煙消費中將會更加傾向于選擇那些更“綠色”、更“環(huán)保”、對其身體健康危害性相對較小的卷煙品牌。近年來,在“卷煙上水平”戰(zhàn)略的引領(lǐng)下,我國低焦油卷煙消費的大環(huán)境日趨成熟,低焦油卷煙市場正在進(jìn)入快速發(fā)展時期,低焦油品牌與市場整體呈現(xiàn)出主流化、高端化、多樣化等發(fā)展趨勢。國際經(jīng)驗表明：低焦卷煙市場發(fā)展的機(jī)遇往往是消費者健康意識覺醒之際,在這個階段抓住機(jī)遇不遺余力地引導(dǎo)與培育市場至關(guān)重要。本文以郴州市煙草公司為例,對郴州市煙草公司的低焦油卷煙品牌的培育策略進(jìn)行了研究。通過調(diào)查發(fā)現(xiàn)了郴州市低焦油卷煙品牌存在的問題,并對原因進(jìn)行了具體分析。針對問題,本文提出了郴州市煙草公司低焦油卷煙品牌培育方案,總結(jié)了具體的品牌培育策略設(shè)計原則和思路；分析了郴州市低焦油卷煙品牌培育的市場細(xì)分和定位；制定了郴州市低焦油卷煙品牌的具體培育方式和流程。增加低焦油卷煙的生產(chǎn),強(qiáng)化宣傳和公關(guān),優(yōu)先推廣高端低焦新品,是當(dāng)前培育低焦油卷煙市場的必要措施。最后就郴州市煙草公司低焦油卷煙品牌培育方案的制定了相關(guān)實施和保障措施。本文希望就低焦油卷煙品牌培育,郴州市公司同有關(guān)工業(yè)企業(yè)進(jìn)一步形成專項協(xié)同機(jī)制,共同篩選重點培育的低焦油品種,同時建立市場營銷情況反饋、溝通制度,共同推進(jìn)低焦油卷煙品牌培育。
[Abstract]:With the increasing awareness of consumers' health, in the future cigarette consumption will be more inclined to choose those cigarette brands that are more "green", "more environmentally friendly" and relatively less harmful to their physical health. Under the guidance of the strategy of "cigarette up level", the environment of low tar cigarette consumption in our country is maturing day by day. The low tar cigarette market is entering a period of rapid development, and the low tar brand and the market as a whole are becoming mainstream and high-end. International experience shows that the opportunities for the development of low-coke cigarette market are often when consumers' health awareness is awakened. It is very important to seize the opportunity at this stage to guide and cultivate the market. This paper takes Chenzhou Tobacco Company as an example. The cultivation strategy of low tar cigarette brand in Chenzhou Tobacco Company is studied. The problems of low tar cigarette brand in Chenzhou City are found through investigation, and the causes are analyzed concretely. This paper puts forward the cultivation scheme of low tar cigarette brand in Chenzhou Tobacco Company, summarizes the design principles and ideas of specific brand cultivation strategy, analyzes the market segmentation and positioning of low tar cigarette brand cultivation in Chenzhou City. The specific cultivation methods and processes of low tar cigarette brands in Chenzhou were formulated. The production of low tar cigarettes was increased, publicity and public relations were strengthened, and new products of high end and low coke were first promoted. It is necessary to cultivate the low tar cigarette market at present. Finally, the relevant implementation and safeguard measures are made for the cultivation scheme of low tar cigarette brand in Chenzhou Tobacco Company. This paper hopes to cultivate the low tar cigarette brand, Chenzhou company and relevant industrial enterprises further form a special cooperative mechanism to screen the varieties of low tar which are the key cultivation, and establish marketing feedback, communication system, and jointly promote the cultivation of low tar cigarette brand.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8

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