宣城烟叶品牌发展战略研究

【作者】 舒方国；

【导师】 朱正萱；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 安徽最好的烟叶出在皖南，宣城烟草曾创造过辉煌的业绩。但由于没有及时研究市场新的变化和要求，特别是在品牌战略方面，存在认识不清，分析模糊、定位不准等问题，影响了其发展。 本论文通过用户(卷烟工业)分析、行业分析品牌战略的重要性，特别是通过对创建自己烟叶品牌的可行性研究来发掘自己的品牌资产，同时，通过对烟叶目标市场的分析进行品牌定位。提出宣城烟叶品牌“云岭”的培育和保护措施。更多还原

【Abstract】 The Southern part of AnHui has the best tobacco of the province. XuanGheng Tobacco" who once had a brilliant history is now encountering difficulties in its development because of its imprompt research in the trend of the market especially its existing problems in the trademark strategy such as the improper orientation, the vague market analysis and the reorganization.This paper indicates the importance of trademark strategy through Consumers (the tobacco industry) analysis and the trade analysis, and it tines to establish the trademark asset of its own by the feasibility research of the tobacco trademark establishment At the same Orem, the paper condoms the orientation of the trademark through the analysis of the target market and put forward the cultivation and protection measures of the trademark "Yiin Ling".更多还原