江西卷烟品牌营销研究.pdfVIP

要 中国加入WTO 以后，受国家专卖体制保护的烟草业正在面临来自跨国烟草集 团的严峻挑战。面对日益激烈的国际竞争，国内地方性的卷烟品牌该如何适应环 境的变化和市场的需求， 现区域性品牌向全国性品牌跨越，进而向国际性大品 牌迈进，是目前烟草界所有人士共同关注的现实问题。 相对全国烟草而言，江西省既是卷烟消费大省，人均卷烟吸食率高于全国平 均水平，同时，江西又是卷烟生产弱省，省内三家烟厂年总产量不到90 万箱，单 位厂家年产量远远低于全国平均年生产量。但江西卷烟业对全省的经济发展具有 巨大的支撑和推动作用，为国家财政税收提供着 10%以上的税源。为此，江西卷 烟业在全国范围内的突围既是全国烟草业发展的要求，又是江西经济发展的客观 要求。 本文在系统研究卷烟品牌营销理论和国内外卷烟品牌营销现状的基础上，结 作者在卷烟行业多年工作经验，通过对江西卷烟市场背景和品牌现状的深入分 析，重新对江西卷烟品牌进行定位，提出江西卷烟品牌突围的途径，并针对江西 卷烟品牌的发展现状，结 卷烟产业政策，对江西卷烟品牌管理提出了建设性建 议。本文的研究对江西卷烟品牌建设和国内卷烟品牌营销具有一定的参考价值和 指导意义。 关键词：品牌 品牌营销 卷烟 研究 1 Abstract After china s entrance of WTO, China domestic tobacco industry which being protected by China s tobacco system of monopoly of sale would face the rigorous challenge of foreign tobacco multinationals. It is a realistic problem of all tobacoo personages common interest currently how we can realize that regional cigarette brand convers toward national brand and then strides forward international brand while faceing the increasingly vigorous international competition and adapting the variety of the environment and the need of the markets. With reference to national tobacco, Jiangxi province is a larger consume province.The taking in rate of cigarette per man is higher than national average level.But, Jiangxi is a weaker province in the product of cigarette, the total annual output of three cigarette manufacturer is under 900,000.The yearly output per factory is far and away below of the countrywide equally yearly output.But Jiangxi cigarette industry has affect on the economic development of the whole province hugely.It provides above 10% tax of whole province public finance revenue. For this, Jiangxi tobacoo in