烟草品牌战略管理浅析.pdfVIP

第 4 卷 第 2 期 昆明理工大学学报 (社会科学版) Vol4 , No2 2004 年 6 月 　　 Journal of Kunming University of Science and Technology Jun2004 烟草品牌战略管理浅析 吴 　岗 (北京交通大学 运输管理学院 , 北京 100044) [摘 要] 品牌是核心价值的体现 , 是企业核心竞争力的体现 , 实施品牌战略 , 加强战略管理 , 是企 业实现可持续性发展的重要手段 。本文通过分析烟草行业在品牌管理中存在的一些误区 , 结合有关品牌 战略和品牌管理的已有理论研究成果 , 提出了烟草行业强化品牌管理 、构建品牌战略可采用的策略及在 实际操作中的建议 。 [ 关键词] 品牌 ; 品牌战略 ; 烟草 [ 中图分类号] F272 　　　 [文献标识码] A 　　　 [文章编号] 1671 - 1254 (2004) 02 - 0040 - 05 An Analysis of Management Strategy of Tobacco Brand WU Gang ( School of Transportation Management , Beijing Jiaotong University , Beijing 1000044 , China) Abstract :Nowadays a brand embodies the core value and the competitiveness of a product . Brand management strategies are important approaches to realizing the sustainable development for the corporations. China ’s tobacco in dustry plays an important role in her economic development . Faced with the fierce competition , the tobacco industry has to enhance the brand management , accelerate the brand operation and improve the brand strategy . On the basis of the misunderstanding of the brand management in the tobacco industry and in light of the theories and findings of the brand strategy and the brand management , the paper puts forward some strategies and suggestions as to how to en hance the brand management and improve the brand strategy in the tobacco industry . Key words :brand ; brand strategy ; tobacco 　　随着全球市场的一体化 , 生产力水平的迅速 一 、品牌与品牌战略 提升 , 商品经济的日益发展 , 使得产