“芙蓉王”卷烟品牌的工商协同营销研究工商管理专业论文.docxVIP

II II Absract In recent years, with the tobacco industry system reform deepening, the collaborative marketing basis and conditions continue to mature, the form and connotation is abounded ceaselessly, the industry has become to carry out fulfil strict norms, efficient full of vigor, an important measure for the task。This article writes from the industrial and commercial cooperative marketing theory to industrial and commercial cooperative marketing system content, purpose and basis。The principles of research on tobacco industry cooperative marketing, analyses the background, the industrial and commercial enterprises launched a coordinated marketing of the necessity, and through the analysis of the current situation of the development of high-end brands of cigarettes, and King as a high-end brand from the SWOT analysis, brand promotion and tobacco Hunan Industrial Corporation and the commercial companies through the brand strategic positioning, target market positioning, segmentation, product value orientation, style positioning this five respects undertake cooperative localization, division of labor and cooperation, complementary advantages, at the same time, through the brand development, market penetration of the formation of the common value to cultivate brand. Finally, according to the national bureau puts forward accurate positioning, organic butt, highlight the brand, to enhance the specific requirement, analyze the new situation of business collaboration to cigarette brand cultivation focus and Hunan tobacco brand Xiang Department of future cigarette how to face the world. Key words: Furongwang cigarette; Brand positioning; industrial and commercial cooperative marketing III III 目 录 摘要 … … … … … … … … … … … … … … … … … … … … … … … … … … … … … Ⅰ A b s t r a c t … … … … … … … … … … … … … … … … … … … … … … … … … … … Ⅱ 第一章 导论 … … … … … … … … … … … … … … … … … … … … … … … … … 1 1.1 研 究 背 景 及 意 义 … … … … … … … … … … … … … … … … … … … … … 1 1 . 1 . 1 研 究 背 景