湖南中烟卷烟品牌建设策略研究.docVIP

经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 PAGE 精心整理 仅供参考 勿用作商业用途 湖南中烟卷烟集团品牌策略研究 中文摘要 随着全球经济的发展，市场竞争日益激烈，烟草行业的全球化竞争进一步升级的背景下，我国烟草品牌建设却面临着品牌竞争力弱、品牌多但是不强的现实。本文通过对烟草行业近年来的发展现状、对经济的贡献作用、竞争环境进行了分析，以湖南中烟卷烟企业的卷烟品牌发展现状为主要研究内容，研究了中烟卷烟品牌发展的现状和存在问题。并从国内外主要烟草品牌发展的现状来分析湖南中烟卷烟未来发展的压力和机遇，指出湖南中烟卷烟的发展思路和原则，从湖南中烟卷烟的品牌发展策略选择、市场布局改善、品牌整合和建设、品牌科技创新、品牌营销等多方面进行了说明。同时，为了能够让湖南中烟卷烟品牌建设得到综合竞争力的提升和市场占有率的提高，本文提出从资源、科技和人才三个方面来保障湖南中烟卷烟品牌的发展。对湖南中烟品牌建设，本文提出了从长期和短期建立起品牌建设目标的概念规划，同时，配合以品牌目标市场选择原则、品牌定位原则、品牌形象塑造原则和品牌整合原则，本文提出了具体的湖南中烟品牌建设的对策和建议：在竞争全面升级的背景下，优化品牌市场布局，重点抓强势品牌建设，加强烟卷品牌的科技建设，狠抓营销管理等。而对于保障湖南中烟品牌发展方面，以资源、科技和人才为核心，本文提出了从品牌资源整合和供应链为基础的资源信息化管理、技术保障上实施专利战略并重视产学研、人才保障方面加强核心员工管理以及员工培训等。 关键词：湖南中烟；白沙；芙蓉王 经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 Abstract Following with the world economy development, the market competition is becoming more and more intensive. The tobacco industry competition is also under great competition pressure. Now, the world tobacco brands are trying to upgrade the brand construction to increase the competitiveness in the world competition but China tobacco brands are facing obstacles: the brands are lack of competitiveness and the brands are too large in amount but small in size. This paper analyzed the tobacco industries’ development situation and the contribution to the China economy, and take China Tobacco Hunan as the example to analyze the tobacco brand construction of China tobacco companies. This paper also analyzed the Marbella and other world famous tobacco brands’ development situation and pointed out China Tobacco Hunan’s weakness and opportunities. This paper pointed out that China Tobacco Hunan should make clear what the competition situation now is and start from the brand upgrade, improve the layout of market, brand integration and construction, brand and technological innovation, brand marketing and so on. Meanwhile, in order to allow China Tobacco Hunan brand building to enhance competitiveness and market share, this paper suggested to do this from the three aspects including the resou