【摘要】：隨著中國加入WTO之后，中國的經(jīng)濟得到了迅猛的發(fā)展，國際間的交流也越來越深。中國煙草行業(yè)也將面臨著國際大型品牌的競爭。在這樣一種環(huán)境下，我國的煙草行業(yè)提出了新的戰(zhàn)略規(guī)劃，“卷煙上水平”的偉大目標。將我國的高端煙草品牌的營銷加快，加快市場化改革的進程，提高我國煙草行業(yè)品牌在國際行業(yè)上的競爭力，發(fā)揮出最好的水平。 中國的煙草行業(yè)，從開始以來就是政府的重點照顧對象，中國煙草行業(yè)的一個重要特點就是專營專賣，在世界經(jīng)濟體的不斷交流與融匯中，我國煙草業(yè)將會面臨著來自世界的強大競爭，在組織結構以及品牌營銷上面，未必能夠趕上社會發(fā)展的需要。品牌營銷上的固有思維、沒有開拓的創(chuàng)新思維、完成任務的心態(tài)都將會在國內(nèi)的煙草品牌的市場營銷上面遇到相當大的挑戰(zhàn)。 山東中煙工業(yè)公司（以下簡稱山東中煙）的“泰山”作為中國本土的大型煙草企業(yè)的強力品牌，在營銷管理加入了品牌營銷的方式，通過不斷的完善品牌營銷策略，重新定位以及對市場進行針對性策略，提高了“泰山”品牌的營銷競爭力，取得了很多很好的經(jīng)驗。 本文在總結出品牌營銷戰(zhàn)略的基礎上，，結合了山東中煙企業(yè)的現(xiàn)狀，通過對品牌營銷的分析，對目前的山東中煙的品牌營銷戰(zhàn)略上面，提出了一些改進的意見和方法。
文內(nèi)圖片：
圖片說明：swot分析步驟示意圖
[Abstract]:With China's entry into WTO, China's economy has developed rapidly, and international exchanges have become deeper and deeper. China's tobacco industry will also face competition from large international brands. In such an environment, China's tobacco industry has put forward a new strategic plan, the great goal of "cigarette level". To speed up the marketing of high-end tobacco brands in China, speed up the process of marketization reform, improve the competitiveness of Chinese tobacco industry brands in the international industry, and give full play to the best level. China's tobacco industry has been the key care object of the government since its inception. One of the important characteristics of China's tobacco industry is monopoly. In the continuous exchange and integration of the world economy, China's tobacco industry will face strong competition from the world. In terms of organizational structure and brand marketing, it may not be able to catch up with the needs of social development. The inherent thinking of brand marketing, the lack of innovative thinking, the state of mind to complete the task will face considerable challenges in the marketing of domestic tobacco brands. Shandong Zhongyan Industry Company (hereinafter referred to as Shandong Zhongyan), as a strong brand of large tobacco enterprises in China, has added brand marketing in marketing management. Through continuous improvement of brand marketing strategy, repositioning and targeted marketing strategy, the marketing competitiveness of "Taishan" brand has been improved, and a lot of good experience has been obtained. On the basis of summing up the brand marketing strategy, combined with the present situation of Shandong Zhongyan enterprises, through the analysis of brand marketing, this paper puts forward some suggestions and methods for improving the current brand marketing strategy of Shandong Zhongyan.
【學位授予單位】：云南師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.8

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