【摘要】：紅遼公司，全名紅塔遼寧煙草有限責(zé)任公司（以下稱紅遼公司）。紅遼公司成立于2003年12月22日，由紅塔集團(tuán)與遼寧省煙草公司共同出資重組而成。旗下?lián)碛小凹t塔山”、“玉溪”、“紅梅”等多個中國名牌產(chǎn)品。2013年全年生產(chǎn)卷煙55.7萬箱，同比增加0.5萬箱。全年共銷售卷煙55.3萬箱，實現(xiàn)銷售收入73.6億元。其中：實現(xiàn)利潤4.7億元，實現(xiàn)稅金46.6億元。卷煙生產(chǎn)量和利稅均列全國前列，，但是紅遼公司卷煙在全國的銷售情況不容樂觀，在外省的卷煙銷售中，紅遼公司更是面臨著“中華”、“黃鶴樓”、“白沙”、“雙喜”等卷煙品牌的競爭威脅�；诖�，通過與其它主要競爭品牌的對比分析,尋找差距與不足,研究未來提升競爭力的策略,對于保持紅遼公司卷煙品牌的可持續(xù)發(fā)展具有十分重要的實現(xiàn)意義。 本文首先對品牌競爭力的內(nèi)涵進(jìn)行剖析，揭示其本質(zhì)與形成特征，認(rèn)為品牌競爭力是一種以企業(yè)生產(chǎn)能力、技術(shù)創(chuàng)新能力、市場營銷與開拓能力等為基礎(chǔ)的比較能力。基于邁克爾·波特的“鉆石模型”，結(jié)合卷煙品牌競爭力特點，構(gòu)建了由生產(chǎn)能力、市場銷售能力、市場影響力、品牌成長能力，4個主層次和12個次級指標(biāo)構(gòu)成的卷煙品牌競爭力評價指標(biāo)體系。其次借助于AHP模型分析法確定卷煙品牌各要素權(quán)重，通過對各要素權(quán)重的排序，明確影響卷煙品牌競爭力的首要因素。運用灰色關(guān)聯(lián)度分析法對目前紅遼公司代表性卷煙品牌“紅塔山”、“玉溪”進(jìn)行定量的評價分析。分析結(jié)果表明：“玉溪”品牌競爭力高于“紅塔山”品牌競爭力。最后，通過與國內(nèi)十大著名卷煙品牌進(jìn)行對比，找出紅遼公司卷煙品牌競爭力存在問題。針對存在的問題提出提升品牌競爭力的對策建議。
[Abstract]:Hongliao Company, full name of Hongta Liaoning Tobacco Co., Ltd. (hereinafter referred to as Hongliao Company). Hongliao Company was founded on December 22, 2003 by Hongta Group and Liaoning Province Tobacco Co., Ltd. The company owns "Hongtashan", "Yuxi", "Hongmei" and other famous Chinese products. It produced 557000 cases of cigarettes in 2013, an increase of 5000 cases from a year earlier. A total of 553000 cases of cigarettes were sold throughout the year, with a sales income of 7.36 billion yuan. Among them: realize profit 470 million yuan, realize tax 4.66 billion yuan. Cigarette production and profits and taxes are among the top in the country, but the sales situation of cigarettes in Hongliao Company is not optimistic. In the cigarette sales of other provinces, Hongliao Company is faced with "China", "Yellow Crane Tower" and "Baisha". The competitive threat of cigarette brands such as Shuangxi. Based on this, through the comparative analysis with other main competitive brands, to find out the gap and deficiency, and to study the strategy of promoting competitiveness in the future, it is of great significance to maintain the sustainable development of cigarette brands in Hongliao Company. This paper first analyzes the connotation of brand competitiveness, reveals its essence and formation characteristics, and holds that brand competitiveness is a comparative ability based on the ability of enterprise production capacity, technological innovation, marketing and development. Based on Michael Porter's "Diamond Model" and combining the competitive characteristics of cigarette brands, this paper constructs a model of production capacity, market sales ability and market influence. Brand growth ability, 4 main levels and 12 secondary indicators constitute the evaluation index system of cigarette brand competitiveness. Secondly, with the help of AHP model analysis method to determine the weight of each factor of cigarette brand, through the ranking of the weight of each factor, it is clear that the most important factors that affect the competitiveness of cigarette brand. The present representative cigarette brands "Hongta Mountain" and "Yuxi" in Hongliao Company were evaluated and analyzed quantitatively by using grey correlation analysis method. The results show that the brand competitiveness of Yuxi is higher than that of Hongtashan. Finally, by comparing with ten famous cigarette brands in China, the problems of cigarette brand competitiveness of Hongliao Company are found. In view of the existing problems, put forward countermeasures and suggestions to enhance brand competitiveness.
【學(xué)位授予單位】：沈陽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F271;F426.8

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