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  本文關(guān)鍵詞：云南中煙“玉溪”品牌廣西市場營銷策略研究　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 營銷策略

【摘要】：云南中煙工業(yè)有限責(zé)任公司(簡稱云南中煙,下同)是目前全國卷煙產(chǎn)銷規(guī)模最大的省級中煙工業(yè)公司。云南中煙“玉溪”品牌是全國一類煙銷量前三甲的暢銷品牌,在廣西市場有較好的消費(fèi)基礎(chǔ),多年來市場銷量穩(wěn)步提升,但因廣西市場一類煙品牌眾多,競爭品牌“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,卷煙營銷環(huán)境日趨嚴(yán)峻,一類煙市場競爭激烈,云南中煙廣西營銷團(tuán)隊如何依據(jù)廣西市場狀況制定合理有效的營銷策略,通過一系列扎實(shí)有效的營銷推廣活動,提升“玉溪”品牌核心競爭力,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”品牌在廣西市場的營銷現(xiàn)狀,參考了部分專家學(xué)者卷煙營銷的相關(guān)研究成果,結(jié)合云南中煙“玉溪”品牌市場營銷在廣西市場所處的政治法律、經(jīng)濟(jì)、社會等宏觀環(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、劣勢及機(jī)遇、威脅,運(yùn)用STP分析法對云南中煙“玉溪”品牌在廣西市場進(jìn)行細(xì)分,確定目標(biāo)消費(fèi)群體,并對其在廣西市場進(jìn)行定位,提出云南中煙“玉溪”品牌如何從產(chǎn)品、價格、渠道、促銷等方面完善營銷策略,明確了相關(guān)保障措施,為實(shí)現(xiàn)云南中煙“玉溪”品牌在廣西市場的營銷目標(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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8;F274

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本文編號：1409779