發(fā)布時(shí)間：2018-01-11 13:41

  本文關(guān)鍵詞：云南中煙“玉溪”品牌廣西市場(chǎng)營(yíng)銷策略研究　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 云南中煙 “玉溪”品牌 廣西市場(chǎng) 營(yíng)銷策略

【摘要】：云南中煙工業(yè)有限責(zé)任公司(簡(jiǎn)稱云南中煙,下同)是目前全國(guó)卷煙產(chǎn)銷規(guī)模最大的省級(jí)中煙工業(yè)公司。云南中煙“玉溪”品牌是全國(guó)一類煙銷量前三甲的暢銷品牌,在廣西市場(chǎng)有較好的消費(fèi)基礎(chǔ),多年來(lái)市場(chǎng)銷量穩(wěn)步提升,但因廣西市場(chǎng)一類煙品牌眾多,競(jìng)爭(zhēng)品牌“芙蓉王”表現(xiàn)強(qiáng)勁,地方品牌“真龍”依賴政府保護(hù)擠占了一類煙較大空間,卷煙營(yíng)銷環(huán)境日趨嚴(yán)峻,一類煙市場(chǎng)競(jìng)爭(zhēng)激烈,云南中煙廣西營(yíng)銷團(tuán)隊(duì)如何依據(jù)廣西市場(chǎng)狀況制定合理有效的營(yíng)銷策略,通過(guò)一系列扎實(shí)有效的營(yíng)銷推廣活動(dòng),提升“玉溪”品牌核心競(jìng)爭(zhēng)力,完成中心下達(dá)的銷量目標(biāo),面臨著許多考驗(yàn)及挑戰(zhàn)。本文分析了云南中煙“玉溪”品牌的基本情況,研究了云南中煙“玉溪”品牌在廣西市場(chǎng)的營(yíng)銷現(xiàn)狀,參考了部分專家學(xué)者卷煙營(yíng)銷的相關(guān)研究成果,結(jié)合云南中煙“玉溪”品牌市場(chǎng)營(yíng)銷在廣西市場(chǎng)所處的政治法律、經(jīng)濟(jì)、社會(huì)等宏觀環(huán)境以及行業(yè)環(huán)境,運(yùn)用SWOT方法分析了云南中煙“玉溪”品牌的優(yōu)勢(shì)、劣勢(shì)及機(jī)遇、威脅,運(yùn)用STP分析法對(duì)云南中煙“玉溪”品牌在廣西市場(chǎng)進(jìn)行細(xì)分,確定目標(biāo)消費(fèi)群體,并對(duì)其在廣西市場(chǎng)進(jìn)行定位,提出云南中煙“玉溪”品牌如何從產(chǎn)品、價(jià)格、渠道、促銷等方面完善營(yíng)銷策略,明確了相關(guān)保障措施,為實(shí)現(xiàn)云南中煙“玉溪”品牌在廣西市場(chǎng)的營(yíng)銷目標(biāo)做出了積極的探索。
[Abstract]:Yunnan tobacco industry limited liability company (hereinafter referred to as Yunnan tobacco, the same below) is currently the national cigarette sales of the largest provincial tobacco company. Yunnan tobacco brand of "Yuxi" is a national kind of cigarette sales the top selling brands, consumer has relatively good foundation in the Guangxi market, the market sales increase steadily over the years but, because the Guangxi market for a class of cigarette brands, brand competition "furongwang" strong local brand "Zhenlong" depends on the government to protect a smoke occupy larger space, the marketing environment is becoming increasingly serious, a kind of cigarette market competition, Yunnan tobacco marketing team in Guangxi according to the Guangxi market conditions, formulate rational and effective marketing the strategy, through a series of effective marketing activities, enhance the core competitiveness of the brand of "Yuxi", complete the center issued the sales target, facing a lot of challenge in this paper. Analysis on the basic situation of Yunnan tobacco "Yuxi" brand, study the marketing situation of Yunnan tobacco "Yuxi" brand in the Guangxi market, with reference to the relevant research results of experts and scholars of cigarette marketing, combined with Yunnan tobacco "Yuxi" brand marketing in Guangxi in the market economic society, politics and law, etc. the macro environment and industry environment, using SWOT analysis of Yunnan tobacco "Yuxi" brand advantages, weaknesses and opportunities and threats, Yunnan tobacco "Yuxi" brand in Guangxi market segmentation using STP analysis method, to determine the target consumer groups, and its position in the Guangxi market, the Yunnan tobacco "Yuxi" brand from the product, price, channel, promotion and other aspects to improve the marketing strategy, defined the relevant security measures, for the realization of Yunnan tobacco "Yuxi" brand in Guangxi market marketing target There was a positive exploration.

【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.8;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 李承惠;透視競(jìng)爭(zhēng)——品牌競(jìng)爭(zhēng)力及其消費(fèi)者評(píng)價(jià)指標(biāo)探析[J];北京統(tǒng)計(jì);2003年07期

2 陳寶森;;比附營(yíng)銷在卷煙品牌培育中的運(yùn)用探討[J];產(chǎn)業(yè)與科技論壇;2010年08期

3 李建平;余開朝;侯讀成;;淺談卷煙品牌擴(kuò)展的方法和途徑[J];全國(guó)商情(經(jīng)濟(jì)理論研究);2007年03期

4 李正倫;企業(yè)價(jià)值評(píng)估體系的創(chuàng)新與企業(yè)發(fā)展戰(zhàn)略[J];河南省情與統(tǒng)計(jì);2003年04期

，

本文編號(hào)：1409779