本文選題：品牌培育 + 市場(chǎng)細(xì)分��； 參考：《中南大學(xué)》2009年碩士論文

【摘要】： 近年來,國家不斷深化改革,如將工商分離,打破煙草市場(chǎng)的地區(qū)封鎖,推進(jìn)卷煙工業(yè)企業(yè)和品牌結(jié)構(gòu)的戰(zhàn)略性調(diào)整,理順行業(yè)資產(chǎn)管理體制,建立完善公司法人治理結(jié)構(gòu)等,煙草行業(yè)在稅收增長(zhǎng)、產(chǎn)品質(zhì)量、全國統(tǒng)一大市場(chǎng)的形成,大企業(yè)、大品牌持續(xù)擴(kuò)張、成本控制、運(yùn)行效益方面都有了顯著提高。隨著行業(yè)內(nèi)部改革的穩(wěn)步推進(jìn)和人才強(qiáng)國戰(zhàn)略的實(shí)施,行業(yè)深化改革、推動(dòng)重組、走向聯(lián)合、共同發(fā)展的戰(zhàn)略任務(wù)的逐步完成,行業(yè)將擁有良好的市場(chǎng)環(huán)境、誠信體系和科學(xué)的管理體制,而企業(yè)組織結(jié)構(gòu)調(diào)整、品牌培育戰(zhàn)略推廣的到位,必將使資源優(yōu)化配置和有效利用,行業(yè)整體競(jìng)爭(zhēng)實(shí)力必然得到極大的提高。 本文通過對(duì)國內(nèi)外煙草行業(yè)背景和競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行分析,對(duì)本市煙草市場(chǎng)進(jìn)行調(diào)研,從而引入一元線性回歸理論建立“精品88蓋紅河”的市場(chǎng)需求模型,并對(duì)該模型進(jìn)行回歸分析、檢驗(yàn)及市場(chǎng)需求預(yù)測(cè),得出“精品88蓋紅河”具有較大的品牌培育潛力。然后對(duì)“精品88蓋紅河”的市場(chǎng)進(jìn)行細(xì)分、定位和確定目標(biāo)市場(chǎng),從工業(yè)支持與維護(hù)、產(chǎn)品促銷、市場(chǎng)營(yíng)銷和加強(qiáng)客戶維護(hù)管理來對(duì)“精品88蓋紅河”進(jìn)行品牌培育,最后確定該品牌培育的戰(zhàn)略方案和實(shí)施步驟,并從貨源組織和貨源供應(yīng)雙方面進(jìn)行管理,確保“精品88蓋紅河”產(chǎn)品在市場(chǎng)的供應(yīng)中不會(huì)出現(xiàn)脫節(jié)現(xiàn)象,充分滿足市場(chǎng)上的客戶需求。文章最后對(duì)“精品88蓋紅河”的市場(chǎng)風(fēng)險(xiǎn)進(jìn)行分析,并給出相應(yīng)的防范建議。全文思路清晰,結(jié)構(gòu)簡(jiǎn)單明了,有較大的實(shí)踐指導(dǎo)作用。
[Abstract]:In recent years, the state has continuously deepened reforms, such as separating industry and commerce, breaking the regional blockade of the tobacco market, promoting strategic readjustment of cigarette industry enterprises and brand structure, straightening out the industry asset management system, and establishing and perfecting the corporate governance structure, etc. The tobacco industry has significantly improved in tax revenue growth, product quality, the formation of a unified national market, the sustained expansion of large enterprises and brands, cost control, and operational efficiency. With the steady progress of the reform within the industry and the implementation of the strategy of strengthening the country by talents, and the gradual completion of the strategic task of deepening reform, promoting restructuring, moving towards union and common development, the industry will have a good market environment. The integrity system and scientific management system, and the adjustment of enterprise organization structure and the promotion of brand cultivation strategy will make the resources optimized allocation and effective utilization, and the overall competitive strength of the industry will be greatly improved. By analyzing the background and competitive strategy of tobacco industry at home and abroad, this paper investigates the tobacco market in this city, and then introduces the univariate linear regression theory to establish the market demand model of "excellent 88 Gai Hong River". By regression analysis, test and market demand prediction, it is concluded that "excellent 88 Gaihong River" has great brand cultivation potential. Then the market of "excellent 88 cover Red River" is segmented, the target market is defined, and the brand is cultivated from industrial support and maintenance, product promotion, marketing and strengthening customer maintenance management. Finally, the strategic plan and implementation steps for the brand cultivation are determined, and the management is carried out from both the source organization and the supply of goods, so as to ensure that there is no disjointing in the supply of the "excellent 88 cover Red River" products in the market. Fully meet the needs of customers in the market. In the end, the paper analyzes the market risk of 88 Gaihong River, and puts forward the corresponding countermeasures. The whole text is clear in train of thought, simple and clear in structure, and has great practical guiding function.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 熊海韜;衡陽市煙草公司卷煙品牌培育研究[D];中南大學(xué);2011年

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本文編號(hào)：1918408