Z烟草工业公司L品牌的营销发展策略研究【毕业论文】.docxVIP

Z 烟草工业公司 L 品牌的营销发展策略研究摘要近年来，国际国内外的控烟形式越来越严格，不断制约着烟草企业的品牌发展扩张，同时，烟草行业对外开放的步伐越走越快，跨国烟草集团不断加强对中国烟草市场的投入和开发，国内卷烟品牌面临的市场竞争更趋国际化、更加复杂化。面对国内外不断变化的严峻形势，国家烟草局提出了“卷烟上水平”的基本方针和战略任务，制定了“532、461”和“双十五”品牌发展战略目标的”十二五“规划。以云南中烟红塔烟草集团、上海烟草集团、湖南中烟、Z 公司等为代表的一批国内大型烟草工业企业不断加强资源和品牌整合，并制定以各自品牌为中心的“十二五”品牌战略发展规划，应对我国卷烟市场更加激烈的市场竞争。本文以 Z 烟草工业公司 L 品牌作为研究对象，展开 L 品牌的营销发展策略的分析和研究。首先通过对选题背景和研究意义的阐述，介绍 L 品牌开展营销发展策略研究的重要性和必要性。通过对 Z 公司 L 品牌发展概况的描述，结合内外因发展规律，运用战略管理中的 PEST 宏观环境分析和波特五力模型阐述 L品牌发展的外因，接着从 Z 公司组织结构与人力资源、企业文化与品牌文化、技术研发、物资供应、生产和质量保障、信息系统和网络安全、网上配货与现代物流等方面阐述 L 品牌发展的内因，并运用 SWOT 分析寻找出 L 品牌的优势、劣势、机会和威胁，并进行 L 品牌的市场细分、目标市场选择和市场定位。最后，根据 4Ps 营销组合理论，分析 L 品牌营销发展策略的实施。关键词：烟草企业；L 品牌；市场营销；发展策略IThe research of Z tobacco industry limited liability company of L brand marketing development strategyAbstractRecently years, under the tobacco control in the international and domestic society, the tobacco companys brand is restrict of development and expand. Meanwhile, with the speed-up opening-up process, multinational tobacco groups continue to strengthen investment and development into Chinese tobacco market, the market competition of domestic cigarette brands become more and more international and complicate.In the background of series policies’ released, which include national bureau cigarette level policy ,the strategic goal 532, 461 and double fifteen brand, a number of large domestic tobacco enterprises continue to strengthen the resources integration, brand integration, and formulated related brand strategy development plan which named as Twelfth Five Year plan in order to meet with a more competitive tobacco market, Such enterprises include Yunnan tobacco group, Shanghai tobacco group, Hunan tobacco company and Z tobacco company.This paper aims to analyze and research the tobacco brand marketing development strategy based on the analysis of Z tobacco industry limited liability company of L brand. Firstly, this paper introduced the importance and necessity of L brand marketing development strategy. Then, b