【摘要】：近年來,我國卷煙產(chǎn)品由多品牌競爭開始向品牌集中轉(zhuǎn)變,由價格、包裝等層面競爭開始轉(zhuǎn)向產(chǎn)品科技含量競爭,卷煙市場逐步由銷售產(chǎn)品向經(jīng)營品牌轉(zhuǎn)變。競爭的熱點從價格競爭轉(zhuǎn)向高端市場競爭,品牌營銷行為由依賴專賣行政管理開始向服務(wù)和管理并重的競爭模式轉(zhuǎn)變。煙草行業(yè)各企業(yè)品牌規(guī)劃逐步清晰,品牌策略不斷優(yōu)化,開始分高、中、低層次發(fā)展。企業(yè)資源都在向重點骨干品牌傾斜,營銷服務(wù)水平與市場推廣力度不斷提升。在這樣的大背景下,要參與行業(yè)競爭,企業(yè)就必須依據(jù)市場發(fā)展的導(dǎo)向?qū)那暗木頍熶N售手段進行改革,整體把握消費者的消費心理和行為,并以此對自身的卷煙品牌、銷售策略進行整合,從而實現(xiàn)品牌的競爭與發(fā)展。 本文在分析煙草行業(yè)政策與市場的基礎(chǔ)上,就內(nèi)蒙古昆明卷煙有限責(zé)任公司的營銷特點與問題進行了研究,多層面分析卷煙消費群體的消費心理取向,并以SWOT分析法對該公司的“冬蟲夏草”卷煙進行市場競爭綜合分析,結(jié)合卷煙品牌的銷售方式,對“冬蟲夏草”這一品牌進行準確定位,以此提出了拓寬市場的有效營銷策略,為內(nèi)蒙古昆明卷煙有限責(zé)任公司的營銷決策提供參考。
[Abstract]:In recent years, China's cigarette products from multi-brand competition to brand concentration, from price, packaging and other aspects of competition began to change to product science and technology competition, cigarette market gradually changed from selling products to operating brands. The hot spot of competition changes from price competition to high-end market competition, and brand marketing behavior changes from relying on monopoly administration to service and management competition mode. Tobacco industry brand planning gradually clear, brand strategy optimization, began to divide into high, middle, low-level development. Enterprise resources are inclined to key brands, marketing service level and marketing promotion efforts continue to improve. Under such a background, in order to participate in the industry competition, enterprises must carry on the reform to the former cigarette sales means according to the market development direction, grasp the consumer's consumption psychology and behavior as a whole, and use this to their own cigarette brand. Sales strategies are integrated to achieve brand competition and development. On the basis of analyzing the policy and market of tobacco industry, this paper studies the marketing characteristics and problems of Kunming cigarette Co., Ltd in Inner Mongolia, and analyzes the psychological orientation of cigarette consumers in many aspects. The market competition of the company's "Cordyceps sinensis" cigarette is comprehensively analyzed by SWOT analysis method, and the brand of "Cordyceps sinensis" is accurately positioned according to the sales mode of cigarette brand, so as to put forward the effective marketing strategy to widen the market. It provides reference for marketing decision of Inner Mongolia Kunming cigarette Co., Ltd.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.8

【參考文獻】

相關(guān)期刊論文 前5條

1 朱杰;;基于個性化設(shè)計的煙草品牌培育——中國煙草企業(yè)品牌培育初探[J];決策;2009年07期

2 譚艷華;;中國煙草品牌運營的現(xiàn)狀及對策研究[J];特區(qū)經(jīng)濟;2007年04期

3 吳朝玉;;淺析企業(yè)品牌營銷策略[J];現(xiàn)代商業(yè);2008年14期

4 岳陽;;消費者行為對我國卷煙品牌培育的影響[J];現(xiàn)代商業(yè);2009年11期

5 劉特;;淺析區(qū)域性強勢卷煙品牌如何開拓超高端市場[J];現(xiàn)代經(jīng)濟信息;2012年01期

，

本文編號：2442986