区域性卷烟的品牌定位研究——以“黄山”版香烟为例-study on brand positioning of regional cigarettes - taking huangshan version of cigarettes as an example.docx

AbstractWith the China’s entry into WTO and development of economy,the competition between the brand of cigarette is becoming more drastic.Towards the internationalization.facing the outside strong brand competition,our country tobacco brand strength is obviously insufficient.under the national bureau’s instruction,the cigatee enterprises face“The big brand,the big enterprise,the big market”the direction that is developing.In the last few years,it carries on unceasingly enterprises the reform reorganization. T hrough the conformity resources,the enterprises becomes stronger than before. The marketing of stratey of brand,especially,the position of brand,is becoming more and more important. To some extent,reasonable positioning is the key to the suecess of brand,particularly,with the long-term-reaching and drealistic meaning for the cigaretee brand within the presentdrastic competition.Afterstudying the developing process of the theory USP、theory image and theorypositioning,it studies the tactics and way of the positioning of cigarette brand.It puts forward the tactics of fast positioning、positioning in connection and repositioning、 positioning by few factories 、 positioning by arranging many factories andinter-comparing. Analysis of regional characteristics of cigarettes, and to explore the basis of regional cigarette brand positioning strategy and development direction. Huangshan to study the positioning of the brand the practice as the main case, Through the analysis of its existing location methods, part of its success to explore the positioning strategy. Response to new market conditions, the analysis of cigarette Huangshan brand positioning strategy and the success of existing problems, and recommendations.The full text is divided into six chapters.Chapter I retrospects the relevant research results home and abroad, defines the content and the aim of this paper.The second chapter introduces the theoretical base of cigarette brand positioning re