本科毕业论文-谈我国烟草品牌建设.doc

谈我国烟草品牌建设 学生：xxx Discuss Chinese construction of tobacco brand Student,name: xxx [内容摘要] 一个品牌的形成，它的关键是能够长期向消费者提供一组特定的特点、利益和服务以满足其个性化的需求。成功的烟草品牌战略通过科学的品牌规划和品牌管理、技术创新、优质的产品、有效的传播，将会赋予烟草品牌丰富的内涵和价值，最大限度地满足消费者个性化的需求，并逐渐在消费者心中树立起牢固的品牌形象，使烟草企业拥有一批稳定可靠的品牌忠诚者，最终得以在日趋激烈的烟草市场中占有一席之地。烟草品牌战略是烟草行业总体战略的重要组成部分，烟草品牌战略的实施是增强我国烟草行业核心竞争力的必然选择。随着我国加入世贸组织，烟草市场的竞争日益激烈。我国烟草行业积极实施品牌战略，主动去适应新的市场竞争规则，树立品牌形象，培育烟草强势品牌，创造中国烟草的世界名牌，对于促进行业持续、稳定、健康发展有着极为重要的战略意义。 [关键词] 烟草品牌 品牌战略 市场竞争 [Abstract] The formation of a brand is determined.by various elements,The key factor is offer a group of certain characteristic,interest and service to the customers so that get satisfaction in one of the aspects.A successful strategy brand will endow with the prodigality of meaning and value through the scientific management method,technique innovation and valid propagation.To meet the consumers requirement.Make the image of brand set in the consumers heart securely.Also make the tobacco enterprise holds a great deal of loyalists whom reliable and stability.It will take its place among the tobacoo market on the severe competition in the end.The strategy of tobacoo brand is an important part of overall strategy in the tobacoo industry which is the certainly choose of strengthen ourcompetitive.Withour country joined the World.Trade.Organization,competition is so fierce in the tobacoo market.The tobacoo industry of our country take the active dispense of brand strategy,adjust to the new rule of market competition,build up the brand image,cultivate strong tobacoo brand,create Chinas own world brand,it has strategic importance for the development of durative,jarless and healthy industry. [key words] Tobacoo-brand Brand-strategy Market-compete 目 录 一、我国烟草行业存在的问题………………………………1 二、我国烟草品牌建设策略 …………………………………2 （一）品牌定位是烟草品牌战略的前提 ………………………2 （二）结构调整是烟草品牌战略的条件 ………………………4 （三）技术创新是烟草品牌战略的生命 ……………………… 5 （四）质量管理是烟草品牌战略的保证 ……………………… 6 （五）文化价值是烟草品牌战略的灵魂 ……………………… 6 （六）品牌维护是烟草品牌战略的关键 ………………………7 （七）品牌传播是烟草品牌战略的动力……………………… 8