【摘要】：萬(wàn)寶路是世界煙草第一品牌,位居世界品牌價(jià)值排行的前列。從20世紀(jì)末開(kāi)始,萬(wàn)寶路將中國(guó)市場(chǎng)作為未來(lái)最為重要的投資市場(chǎng)。經(jīng)過(guò)堅(jiān)苦卓絕的談判,2008年萬(wàn)寶路與中國(guó)煙草總局達(dá)成了全球戰(zhàn)略協(xié)議。至此,萬(wàn)寶路將享受?chē)?guó)產(chǎn)煙待遇在全中國(guó)大規(guī)模投放上市,與國(guó)產(chǎn)煙一同爭(zhēng)奪巨大的中國(guó)煙草市場(chǎng)。雖然萬(wàn)寶路在全球的銷(xiāo)量遙遙領(lǐng)先于其它煙草品牌,但在中國(guó)面對(duì)的現(xiàn)實(shí)是:在各省煙草壟斷的情況下,大多數(shù)消費(fèi)者對(duì)萬(wàn)寶路品牌的認(rèn)同率非常低。如何從消費(fèi)者層面拉動(dòng)銷(xiāo)量、提升品牌形象,是萬(wàn)寶路在中國(guó)的當(dāng)務(wù)之急。2005年,中國(guó)政府簽署了《煙草控制框架公約》。萬(wàn)寶路在控?zé)煭h(huán)境越來(lái)越嚴(yán)峻的情況下如何發(fā)展,如何使自身的品牌在中國(guó)牢固地樹(shù)立起來(lái)? 本文就是針對(duì)上述問(wèn)題,以萬(wàn)寶路在中國(guó)消費(fèi)者中拓展品牌的方法為主要研究對(duì)象,主要研究了以下內(nèi)容: 1、在控?zé)煭h(huán)境下,單個(gè)產(chǎn)品包裝和陳列對(duì)于個(gè)體消費(fèi)者的影響,并從這個(gè)角度去分析對(duì)萬(wàn)寶路品牌所產(chǎn)生的影響。 2、針對(duì)控?zé)煹挠绊?探討萬(wàn)寶路如何在自身包裝、陳列設(shè)計(jì)上既能做到符合法規(guī)規(guī)范,又能夠最大可能性地在消費(fèi)者心中樹(shù)立正面的品牌形象。 3、從單個(gè)產(chǎn)品、單個(gè)消費(fèi)者以外以及群體的角度,控?zé)煼ㄒ?guī)如何對(duì)萬(wàn)寶路品牌的群體性宣傳所產(chǎn)生的影響。 本文通過(guò)分析萬(wàn)寶路在中國(guó)的發(fā)展過(guò)程中面臨的具有代表性、普遍性的問(wèn)題,通過(guò)研究問(wèn)題的性質(zhì)和相應(yīng)的法律規(guī)范,在實(shí)際可操作性上去逐個(gè)分析問(wèn)題、提出解決方案。本文集中想要解決的問(wèn)題,主要有兩個(gè)方面:一是,法規(guī)對(duì)煙草產(chǎn)品的包裝和對(duì)外展示做了嚴(yán)格的規(guī)定,其中一些做法不僅起不到品牌宣傳的目的,甚至產(chǎn)生了讓消費(fèi)者厭惡的情緒體驗(yàn),我們能在符合法律規(guī)范的情況下能做什么樣的調(diào)整和舉措,從而讓萬(wàn)寶路的品牌形象重新塑造起來(lái)?二是,失去了大眾的廣告宣傳媒介,萬(wàn)寶路該如何在中國(guó)市場(chǎng)大規(guī)模地宣傳品牌,使更多的消費(fèi)者接受萬(wàn)寶路這個(gè)品牌。
[Abstract]:Marlboro is the world's first brand of tobacco, ranking the world's top brand value. Since the end of the 20th century, Marlboro has regarded the Chinese market as the most important investment market in the future. After tough negotiations, Marlboro reached a global strategic agreement with China Tobacco Administration in 2008. At this point, Marlboro will enjoy the treatment of domestic tobacco in the large-scale launch of the Chinese market, with domestic cigarettes to compete for the huge Chinese tobacco market. While Marlboro is well ahead of other tobacco brands in global sales, the reality in China is that most consumers have a very low acceptance rate for the Marlboro brand in the face of provincial tobacco monopolies. How to boost the sales volume and promote the brand image from the consumer level is an urgent task for Marlboro in China. In 2005, the Chinese government signed the Framework Convention on Tobacco Control. How to develop Marlboro in the increasingly serious environment of tobacco control and how to establish its brand firmly in China? In view of the above problems, this paper takes Marlboro's method of brand expansion among Chinese consumers as the main research object. The main research contents are as follows: 1, in the tobacco control environment, The impact of individual product packaging and display on individual consumers, and from this perspective to analyze the impact on the Marlboro brand. 2, in view of the impact of tobacco control, discuss how Marlboro packages in its own. Display design can not only comply with the legal norms, but also be able to establish a positive brand image in consumers' minds. 3. From the perspective of single product, single consumer and group, How the tobacco control regulations influence the mass publicity of Marlboro brand. By analyzing the representative and universal problems that Marlboro faces in the development of China, and by studying the nature of the problems and the corresponding legal norms, this paper analyzes the problems one by one in terms of practical maneuverability, and puts forward solutions. This paper focuses on the problems to be solved, mainly in two aspects: first, the regulations make strict regulations on the packaging and external display of tobacco products, some of which not only do not serve the purpose of brand promotion, Even produced a consumer loathing emotional experience, we can in accordance with the legal norms of the circumstances can do what adjustments and measures, so that Marlboro brand image re-shape up? Second, the loss of the mass advertising media, Marlboro in the Chinese market how to promote the brand on a large scale, so that more consumers accept the Marlboro brand.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：F426.8

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相關(guān)期刊論文 前1條

1 賈鶴;王永貴;劉佳媛;馬劍虹;;參照群體對(duì)消費(fèi)決策影響研究述評(píng)[J];外國(guó)經(jīng)濟(jì)與管理;2008年06期

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