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目录与摘要

(2009-06-14 20:02:40)
标签:

烟草

品牌营销

杂谈

[摘 要] 我国加入世贸组织(WTO)以后,国内市场国际化的趋势将进一步显现,烟草市场也将进一步开放,随着烟草及相关产品关税的逐步递减,外国卷烟及其有关产品的市场竞争力将明显增强,我国烟草行业将会直接面对国际跨国烟草集团更为强劲的竞争。在国内,烟草行业也面临着社会主义市场经济体制的逐步完善和国民经济的快速发展对烟草行业提出的新要求、新压力。因此创名牌战略成为我国烟草企业的当务之急。

本文以南京卷烟厂为案例,探讨该厂如何根据香烟产品的自身特性、市场和消费特点,结合自身特点,培育、发展名牌产品、实施名牌工程,并以卷烟名牌战略为主线,对烟草行业目前面临的形势和挑战以及对策做一点研究和探索,为其它烟草企业的自下而上和发展提供一点借鉴。本文在论述品牌研究的意义的基础上,分析了南京卷烟厂的营销环境,以及其所在的市场现状,并从中发现了问题,最后给出了解决方案。通过本文,对品牌营销进行可行性研究及建议

 

[关键词] 南京卷烟厂  品牌营销  品牌定位

 

 

The Nanjing Cigarette factory's brand marketing countermeasure countermeasure studied

 

[Abstract] Our country joins World Trade Organization (WTO), the domestic market internationalization's tendency will appear further, the tobacco market will further also open, along with the tobacco and related product customs duty's gradual decreasing progressively, the foreign cigarette and the related product's market competitiveness will strengthen obviously, our country tobacco profession will face an international transnational tobacco group stronger competition directly. In the home, the tobacco profession is also facing the socialist market economic system's gradual consummation and the national economy fast development the new request which, the new pressure proposed to the tobacco profession. Therefore creates the name brand strategy to become Our country Tobacco Enterprise's urgent matter.

In this paper, cigarette factory in Nanjing as a case to explore how the plant's own characteristics of tobacco products, market and consumer characteristics, combined with its own characteristics, cultivation, development of brand-name products, the implementation of brand-name projects, and the main line of strategic brand-name cigarettes, the tobacco industry is situation and challenges faced and the response to do a bit of research and exploration, for other tobacco companies to provide the bottom-up and development of reference point. In this paper, studies on the significance of the brand on the basis of analysis of the Nanjing Cigarette Factory's marketing environment, as well as the status quo in the market and found the problem from the end gives the solution. Through this article on the brand marketing to conduct a feasibility study and recommendations

 

[Keyword] Nanjing Cigarette factory   Brand marketing   Brand localization

 

 

  

 

 

一、概述 ……………………………………………………………………………………1

(一)品牌的内涵 ………………………………………………………………………1

(二)品牌营销研究的意义及目的 ……………………………………………………1

二、南京卷烟厂概况与营销环境………………………………………………1

(一)概况…………………………………………………………………………………1

(二)营销环境的SWOT分析………………………………………………………………2

(三)消费者市场分析…………………………………………………………………… 4

(四)市场竞争环境分析…………………………………………………………………4

三、南京卷烟厂创建“南京”品牌的市场现状分析………………………………………5

(一)目标市场的选择……………………………………………………………5

(二)品牌的定位……………………………………………………………………7

(三)产品的品质…………………………………………………………………………7

(四)“南京”品牌的商标命名与包装…………………………………… ……………8

四、南京卷烟厂在品牌建设过程中所面临的问题………………………………………9

(一)省内市场开放对“南京”品牌的冲击……………………………………………9

(二)省内其他品牌对“南京”品牌的挑战………………………………………9

(三)省外品牌对“南京”品牌生存空间的挤压………………………………………11

(四)加入世贸组织对中国烟草行业的影响……………………………………………11

五、南京卷烟厂的品牌营销对策…………………………………………………………12

(一)提升“南京”香烟的品牌内涵……………………………………………………12

(二)提升南京品牌的营销整合策略……………………………………………………13

(三)开拓省外市场,提升市场占有率,…………………………………………………13

(四)发展低焦油卷烟,扩大生存空间…………………………………………………13

总结…………………………………… …………………………………………………14

参考文献…………………………………………………………………………………16

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