本文選題：細支卷煙生產(chǎn)　切入點：品牌推廣　出處：《東南大學》2015年碩士論文　論文類型：學位論文

【摘要】：作為我國財政收入的主要來源,煙草產(chǎn)業(yè)也是其中之一,每年煙草上繳的利稅約占國家財政收入的10%。因此,鑒于財政安全的角度考慮,煙草產(chǎn)業(yè)屬于國家行政壟斷,短期內(nèi)難以也不會改變這種格局。上世紀末,經(jīng)歷了世界經(jīng)濟區(qū)域集團化和國際市場一體化兩大浪潮后,大集團的重組與并購,占據(jù)了大量市場份額。同時,控煙力度的不斷加強,對煙草行業(yè)的發(fā)展也產(chǎn)生了巨大的影響。此外,煙草行業(yè)如何在“八項規(guī)定”中調(diào)整自身定位,平穩(wěn)有序的長期發(fā)展,值得深思。因此,本文主要針對xx卷煙廠如何權(quán)衡利弊,發(fā)揮自身的競爭優(yōu)勢進行分析和研究,并提出相應(yīng)的競爭戰(zhàn)略研究方案。本文借鑒了諸多企業(yè)進行戰(zhàn)略企劃時所采用的通行的理論框架,運用波特五力競爭分析、SWOT分析和差異化競爭戰(zhàn)略等方法,層層推進,全面闡述了XX卷煙廠現(xiàn)階段的生產(chǎn)經(jīng)營過程中面臨的優(yōu)勢、劣勢、外部的機遇和挑戰(zhàn)。并根據(jù)企業(yè)的實際情況進行戰(zhàn)略評估以及評價矩陣計算,用具體數(shù)據(jù)來體現(xiàn)企業(yè)的優(yōu)劣勢,并深度挖掘其根源進行研究。首先,進行XX卷煙廠競爭發(fā)展內(nèi)外部環(huán)境分析,明確煙草行業(yè)所處的宏觀環(huán)境,闡述國內(nèi)外煙草發(fā)展歷程,分析我國煙草行業(yè)特點和現(xiàn)狀以及面臨的機會和威脅,而后切入分析XX卷煙廠擁有的資源和能力,找出其核心競爭力,為細支卷煙的生產(chǎn)和品牌帶動力,通過矩陣數(shù)據(jù)分析,揭示了其在競爭中處于不利地位的原因,得出企業(yè)亟待采取的變革和措施,隨后進行具體的SWOT戰(zhàn)略分析和戰(zhàn)略組合對比；其次,進行XX卷煙廠競爭戰(zhàn)略的選擇和制定,通過波特五力模型分析,分析現(xiàn)有產(chǎn)業(yè)群內(nèi)競爭者的競爭程度,選取在規(guī)模上和生產(chǎn)能力上與其大體相仿、主要產(chǎn)品在市場份額上競爭激烈的兩家企業(yè)給予比較,結(jié)合競爭矩陣得出具體數(shù)據(jù),找出差距產(chǎn)生的具體原因,從而選擇得出XX卷煙廠最適合采取的競爭戰(zhàn)略為差異化戰(zhàn)略,隨后將戰(zhàn)略目標進行定位和分解,明確近期和中長期目標、目標客戶、市場、細支卷煙產(chǎn)品定位以及競爭優(yōu)勢建立的領(lǐng)域,提出切實可行的細支產(chǎn)品差異化、技術(shù)創(chuàng)新差異化和營銷模式差異化的具體競爭戰(zhàn)略內(nèi)容,企業(yè)只有不斷擴大細支煙的品類、規(guī)模、價值和標準優(yōu)勢,同時托細支卷煙的引領(lǐng)效應(yīng),打破品牌地域性的發(fā)展局限,從產(chǎn)品先發(fā)優(yōu)勢轉(zhuǎn)為品牌發(fā)展優(yōu)勢,以此來提升品牌競爭力和市場占有率；再次,提出XX卷煙廠競爭戰(zhàn)略實施具體保障措施,從四大保障措施入手,提出措施的具體實施路徑。
[Abstract]:As the main source of financial revenue in China, the tobacco industry is also one of them. The annual profits and taxes paid by tobacco account for about 10% of the national financial revenue. Therefore, considering the perspective of financial security, the tobacco industry belongs to the state administrative monopoly. It is difficult to change this pattern in the short term. At the end of 0th century, after the two major waves of global economic regionalization and international market integration, the reorganization and merger of large groups occupied a large market share. The continuous strengthening of tobacco control has had a great impact on the development of the tobacco industry. In addition, it is worth pondering over how the tobacco industry adjusts its position in the "eight regulations" and develops smoothly and orderly for a long time. This article mainly aims at xx cigarette factory how to weigh the pros and cons, exerts its own competitive advantage to carry on the analysis and the research, and proposes the corresponding competition strategy research plan. By using the methods of SWOT analysis and differential competition strategy, this paper comprehensively expounds the advantages and disadvantages faced by XX cigarette factory in the process of production and operation at the present stage. External opportunities and challenges. And according to the actual situation of the enterprise strategic assessment and evaluation matrix calculation, using specific data to reflect the strengths and weaknesses of the enterprise, and to explore its root causes for research. This paper analyzes the internal and external environment of the competition development of XX cigarette factory, clarifies the macro environment of tobacco industry, expounds the history of tobacco development at home and abroad, and analyzes the characteristics and present situation of tobacco industry in China, as well as the opportunities and threats faced by the tobacco industry. Then it analyzes the resources and capabilities of XX cigarette factory, finds out its core competitiveness, and drives the production and brand of fine cigarettes. Through matrix data analysis, it reveals the reasons why XX cigarette factory is in a disadvantageous position in the competition. The paper concludes the changes and measures to be adopted by the enterprise, then carries on the specific SWOT strategic analysis and strategic combination comparison; secondly, carries on the XX cigarette factory competition strategy choice and the formulation, through the Porter five forces model analysis, This paper analyzes the competition degree of the competitors in the existing industrial clusters, selects two enterprises which are similar in scale and production capacity, and whose main products compete intensely in the market share, and obtains the concrete data by combining the competition matrix. Find out the specific reasons for the gap, and then select the most suitable competition strategy for XX cigarette factory as differentiation strategy, and then position and decompose the strategic objectives, make clear short-term and medium- and long-term goals, target customers, markets, The orientation of fine cigarette products and the field of establishing competitive advantage are put forward. The specific competition strategy content of fine branch product differentiation, technological innovation differentiation and marketing mode differentiation is put forward. The enterprise only expands the category of fine branch cigarette continuously. Scale, value and standard advantage, at the same time, support the lead effect of fine cigarette, break the regional development limitation of brand, change from product first advantage to brand development advantage, in order to enhance brand competitiveness and market share; third, This paper puts forward the specific safeguard measures of XX cigarette factory competition strategy, starting with four safeguards, and puts forward the concrete implementation path of the measures.
【學位授予單位】：東南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.8

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