娇子品牌价值提升分析与策略设计-工商管理专业论文.docxVIP

重庆 重庆工商大学工商管理硕士(MBA)研究生学位论文 PAGE PAGE 10 Abstract This article has combined the ‘532, 461’development planning of tobacco industry, briefly analyzed the history, the development environment as well as the prospective trends of this industry, and focused on the No.1 tobacco brand in Chongqing and Sichuan, the pride Tobacco, proposing corresponding value improvement analysis and strategy analysis for it. This article first drew an outline of the development history of the pride Tobacco, and made a brief expression of its current conditions.It combined the current circumstances of the development of tobacco industry and clearly explained the significance of brand value in the tobacco industry.It utilized SWOT as a tool to find the advantages, disadvantages, opportunities and risks for the development of the pride Brand. Throughout a relatively round analysis of the development environment of the pride Brand, a sound and comprehensive understanding of the conditions for the development of this brand has been attained.Based on the factors gained by the SWOT analysis, this article utilized the 5P theory of marketing and proposed a new planning for the Jiaozi Brand. In addition, a key layout, designing and planning has been made especially for the four factors which showed their great significance to the tobacco market in the analysis, namely, the products, the market, the methods of promotion, and the market influence. Also, considering factors in the SWOT analysis which cannot be been optimized in the designing of marketing 5P, it has been supplemented and enhanced by an emphasis on materials, work force,corporate culture and workmanship and devices in the design of the security system. This article has focused on key points of improving the brand value in the tobacco industry, which are sales and structure. It systematically analyzed and designed for the pride Brand, which will surely contribute to the development of this particular brand. At the end