芜湖卷烟厂品牌战略研究

【作者】 赵辉；

【导师】 俞安平；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 长期以来，我国烟草行业一直实行集中统一的烟草专卖专营管理体制。随着我国加入WTO，国内卷烟行业市场将逐步放开，面对入世后跨国烟草集团的有力竞争，企业规模小、缺乏有竞争力的卷烟品牌是目前国内烟草行业亟待解决的问题。本文主要对芜湖卷烟厂品牌战略的制定及实施过程展开研究，通过对国内外行业形势及企业内部环境进行战略分析论证了企业实施品牌战略的必要性及现实性；通过对“都宝”这一极具发展潜力的品牌进行深入分析明确了品牌战略的核心及目标；进而通过查阅各类文献资料，结合市场调查等方法深入研究了国内卷烟行业的总体营销环境和竞争态势，为“都宝”品牌的建设和发展提出了一系列具体的营销策略建议。更多还原

【Abstract】 A centralized sale system in Chinese tobacco industry is implemented for a long time. With joining the World Trade Organization, the Chinese tobacco market is opening gradually. In the face of the fierce competitions of the Transnational corporation of tobacco, the problems such as small scale enterprises, lacking of famous tobacco brands in Chinese tobacco industry are arisen. This paper presents the studies on establishment and implementation of brand strategy of Wuhu cigarette factory. The prerequisite and actuality of implementing the brand strategy in enterprises are discussed, by strategical analysis of the domestic and foreign industry trend and internal environments of the enterprises. The ’Dubao’, which is a promising tobacco brand, is anatomized to define the core and goal of the brand strategy for it. The total market environment and competitive situation in the domestic tobacco industry are further investigated by overviews of large of literatures coupled with market research, finally propose a series of market strategies for the construction and development of’Dubao’.更多还原