【作者】 张永开；

【导师】 陈通；

【作者基本信息】 天津大学 ， 技术经济及管理， 2010， 博士

【摘要】 卷烟品牌与普通商品品牌重要的不同之处就是政策的影响很大,烟草品牌的发展得益于专卖体制,同时又在一定程度上受制于专卖体制。本文在对中国烟草专卖体制进行论述的基础上,对卷烟品牌发展的影响因素进行了研究。在政策方面,对卷烟品牌影响较大的是计划管理体制、价格管理体制、流通管体制和财税管理体制。在经济环境各方面,经济发展水平、消费者习惯和社会文化对卷烟品牌影响较大。技术方面,降焦减害将是制约卷烟发展的主要因素。随着时代的进步,《世界控烟框架公约》将会促使卷烟消费环境以及营销方式发生重大变化,这会对卷烟品牌发展影响越来越大。金融危机在一定程度影响了卷烟品牌结构提升和规模扩张。在对中国卷烟品牌发展态势以及与国外卷烟品牌进行对比研究的基础上,本文运用综合评价理论分价格档次对卷烟品牌的竞争力进行研究。根据烟草市场的现状,对全行业烟草品牌进行分类研究,通过构建系统而全面的品牌竞争力评价模型,运用层次分析法与模糊评价法,筛选出各价格档次一定数量的主导规格,为烟草行业选择不同价位的品牌构成提供依据,从而为设置整体品牌布局打下基础。利用2008年的数据对烟草行业品牌进行了实证分析,得出中华、芙蓉王、玉溪、黄鹤楼和云烟卷烟较强的品牌竞争实力。在确定了不同档次的主导品牌基础上,本文将品牌生态系统理论引用到烟草行业,把烟草行业看作一个整体,把卷烟品牌与相应环境看作一个群落。以生态位态势理论为基础,并结合品牌评价研究的已有成果,设计品牌生态位评价指标体系,将生态位理论运用到烟草行业品牌评价与研究中,从生态位重叠度、生态系统复杂适应性和生态系统协同度等角度对烟草行业品牌结构与布局品牌评价与研究,得出烟草行业合理的品牌结构模式,提出了中国卷烟品牌发展的合理构架,建议在5年内,烟草行业主导品牌达到12个,强势品牌达到8个,提升品牌达到10,使各档次品牌都有主导品牌,形成合理的品牌构架。一个旧格局的打破,新格局的形成需要有强有力的政策支持。而提供支持的政策往往不是只有一个,而是由主导的战略政策及其多个相应的配套政策组成。本文应用系统工程理论的观点,设计了中国卷烟品牌发展体制模型,提出通过品牌整合与品牌联营两个基本途径实现烟草行业品牌结构合理化,同时提出一系列的支持政策、引导政策、保障政策和反馈政策,保证品牌整合与品牌联营的成功实施,从而形成系统的政策组合模型,为烟草行业实现品牌结构合理化提供可行的政策建议更多还原

【Abstract】 The difference between Cigarette brands and general merchandise brands is that a great influence on policy, the tobacco monopoly to benefit from the development of the brand system, at the same time, to some extent by the monopoly system. In this paper, the Chinese tobacco monopoly system on the basis of the impact of cigarette brand development factors studied. On the policy side, a greater impact on cigarette brand is the plan management system, the price management system, the flow control system and financial and tax management system. In all aspects of the economic environment, the level of economic development, consumer habits and socio-cultural impact of the cigarette brand. Technology, Reduce the tar content by restricting cigarette will development. With the progress of the times, "the world’s Framework Convention on Tobacco Control" will be to promote cigarette consumption environment, as well as significant changes in marketing, which brands of cigarettes on the impact of increasing development. To some extent the financial crisis affected the structure of cigarette brands and the expansion of scale to upgrade.Cigarette brand in the development trend of China as well as with foreign cigarette brands on the basis of comparison, this article views the use of the classification of the cigarette brand’s competitiveness. According to the status of the tobacco market, the industry-wide classification of tobacco brands by building a systematic and comprehensive evaluation model of brand competitiveness, the use of AHP and fuzzy evaluation method, the price level selected a certain number of leading specifications for the tobacco industry choose a different brand price constituted to provide a basis for setting the overall layout of lay the foundation for the brand. The use of the data in 2008 the brand of the tobacco industry to conduct an empirical analysis of Zhong Hua, Furong Wang, Yuxi, Yellow Crane Tower and Yunyan strong brand cigarettes competitiveness.In determining the different grades based on the leading brand, this article will brand eco-system theory applied to the tobacco industry, the tobacco industry as a whole, the cigarette brand and the corresponding environment as a community. Trend to niche theory, combined with the brand has been the outcome of the evaluation study, design niche brand evaluation system of ecological theory will be applied to the tobacco industry, brand evaluation and study, from the degree of niche overlap, the complexity of ecological systems to adapt to and ecosystem coordination of the degree of the tobacco industry in terms of structure and distribution of brand evaluation and brand research, the tobacco industry reached a reasonable structural model of the brand, the development of the Chinese cigarette brands reasonable framework, it is proposed that 5 years, the tobacco industry reached a leading brand 12, to expand the brand to reach the depth of 8 to enhance the brand to reach 10, so that the level of the brand has led the brand to create a reasonable framework of the brand.To break an old pattern, the formation of a new pattern requires strong policy support. And policy support is often not the only one, but by leading a number of strategic policy and the composition of the corresponding supporting policies. This article is the application of systems engineering theory, design development of the Chinese cigarette brand system model is intended to protect the tobacco industry to achieve the rationalization of the brand structure. Made through the joint venture brand integration and brand to achieve two basic ways to rationalize the structure of the tobacco industry, the brand, while the support of a series of policies to guide policy, security policy and feedback policy, brand integration and brand to ensure the successful implementation of the joint venture to form the system’s policy portfolio model for the structure of the tobacco industry to achieve the rationalization of the brand to provide practical policy recommendations更多还原