本文選題：湖南煙草工業(yè) + 煙草品牌��； 參考：《中南大學》2008年碩士論文

【摘要】： 湖南煙草工業(yè)兩大企業(yè)長沙卷煙廠和常德卷煙廠于2006年10月完成了合并重組,成立了新的湖南中煙工業(yè)公司。其所屬的白沙品牌已經(jīng)連續(xù)五年蟬聯(lián)全國卷煙單牌號銷量第一;芙蓉王品牌銷量規(guī)模已經(jīng)超過國煙品牌中華,其品牌知名度和影響力也日益突顯。目前國際煙草巨頭的卷煙市場拓展不斷向不發(fā)達國家轉(zhuǎn)移;行業(yè)發(fā)展的政策和法律環(huán)境也日趨嚴苛,國際范圍內(nèi)的禁煙、控煙運動使煙草品牌的傳播日益艱難。湖南煙草工業(yè)在重組后如何在更大范圍、更廣領(lǐng)域和更高層次上參與國際國內(nèi)競爭,煙草品牌應該如何建設,是湖南煙草品牌面臨的嚴峻問題。 最近幾年以芙蓉王、白沙為代表的的成功煙草品牌建設個案不僅吸引了行業(yè)的目光,而且進入國內(nèi)營銷界的視野。但總體而言,中國煙草品牌建設普遍存在缺乏系統(tǒng)性、戰(zhàn)略性、目標導向性的弊病。在國際化的卷煙品牌發(fā)展環(huán)境背景下,回顧湖南中煙工業(yè)公司的品牌發(fā)展脈絡,總結(jié)其經(jīng)驗得失,探索湖南中煙工業(yè)公司的品牌整合與品牌建設方向和策略,能為壯大湖南和中國煙草品牌,培育能抗衡國際煙草品牌的中式卷煙品牌提供現(xiàn)實的指導意義;湖南卷煙工業(yè)重組后,對品牌資源進行有效整合,對現(xiàn)有主要目標市場進行合理調(diào)整和優(yōu)化,可以形成湖南卷煙工業(yè)卷煙品牌的整體合力。 本文以湖南中煙工業(yè)公司卷煙品牌為研究對象,運用實證分析法對企業(yè)的品牌整合和品牌建設進行了探討。首先,對湖南煙草品牌整合的營銷環(huán)境進行了分析;其次,深入考察了湖南中煙工業(yè)公司現(xiàn)狀和品牌狀況,運用品牌整合理論、SWOT分析、波仕頓矩陣等原理與方法,結(jié)合湖南中煙工業(yè)公司實際情況,指出其品牌整合應采取多品牌分層發(fā)展策略,全力發(fā)展“芙蓉王”和“白沙”兩大卷煙品牌,并就湖南中煙工業(yè)公司品牌整合方案進行系統(tǒng)設計。同時,對整合后“芙蓉王”和“白沙”的品牌營銷策略進行詳細規(guī)劃,從品牌形象塑造、品牌價值提升等角度出發(fā),擬定了一整套的品牌營銷措施。文章最后對湖南中煙工業(yè)公司品牌整合實施過程中應注意的相關(guān)問題提出了建議。
[Abstract]:Changsha cigarette Factory and Changde cigarette Factory, two major enterprises of Hunan Tobacco Industry, completed the merger and reorganization in October 2006, and set up a new Hunan Zhongyan Industry Company. Its white sand brand has been the first single cigarette brand in the country for five consecutive years, and Furong Wang brand has surpassed the national cigarette brand China, and its brand awareness and influence are increasingly prominent. At present, the international tobacco giant's cigarette market is expanding to the underdeveloped countries, and the policy and legal environment for the development of the industry is becoming more and more strict. The international ban on smoking and the tobacco control campaign make the dissemination of tobacco brands increasingly difficult. How to participate in the international and domestic competition and how to build the tobacco brand after the reorganization of Hunan tobacco industry is a severe problem faced by Hunan tobacco brand. In recent years, the successful case of tobacco brand construction represented by Furong Wang and Baisha has not only attracted the attention of the industry, but also entered the domestic marketing field of vision. But generally speaking, there are some disadvantages in Chinese tobacco brand building, such as systematic, strategic and goal-oriented. Under the background of international cigarette brand development environment, this paper reviews the brand development context of Hunan Zhongyan Industrial Company, summarizes its experience, and explores the direction and strategy of brand integration and brand building of Hunan Zhongyan Industrial Company. It can provide practical guiding significance for strengthening tobacco brands in Hunan and China and cultivating Chinese cigarette brands that can compete with international tobacco brands. After the reorganization of Hunan cigarette industry, the brand resources can be effectively integrated. Reasonable adjustment and optimization of the existing main target markets can form the overall joint force of cigarette brands in Hunan cigarette industry. This paper takes cigarette brand of Hunan Zhongyan Industry Company as the research object, and discusses the brand integration and brand construction of the enterprise by using the empirical analysis method. First of all, it analyzes the marketing environment of Hunan tobacco brand integration. Secondly, it investigates the current situation and brand status of Hunan Zhongyan Industrial Company, and applies the theory of brand integration to SWOT analysis, Borden matrix and other principles and methods. Combined with the actual situation of Hunan Zhongyan Industry Company, it is pointed out that the multi-brand stratified development strategy should be adopted to develop the cigarette brands of "Furong King" and "Baisha". And the brand integration scheme of Hunan Zhongyan Industrial Co., Ltd. At the same time, the integrated "Lotus King" and "Baisha" brand marketing strategy detailed planning, from the brand image shaping, brand value promotion and other angles, a set of brand marketing measures. Finally, the paper puts forward some suggestions on the implementation of brand integration in Hunan Zhongyan Industrial Company.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F426.8

【引證文獻】

相關(guān)碩士學位論文 前1條

1 常天山;專賣制度下我國卷煙品牌整合模式及支持政策研究[D];蘭州大學;2011年

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本文編號：1963649