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论文编号：	200
作者编号：	2120062139
上传时间：	2008/6/14 2:35:25
中文题目：	基于价值链的我国卷烟产品品牌建
英文题目：	The Study of Chinese Cigaret P
指导老师：	李东进教授
中文关键字：	价值链,产品品牌建设,竞争力,竞<
英文关键字：	Value ChainProduct Brand Cons
中文摘要：	烟草行业可以细分为烟叶行业和卷烟行业。我国卷烟行业分为工业企业和商业企业。工业企业由各卷烟厂组成，负责卷烟生产；商业企业由各级烟草公司和烟草专卖局组成，烟草公司负责各地卷烟分销，烟草专卖局负责卷烟零售许可证发放和卷烟市场整顿。 我国烟草行业自1983年9月实行专营以来，在增加国家财政收入、带动相关产业发展等方面做出了积极贡献。2001年，我国加入世贸组织后，我国卷烟行业面临着严峻的国际竞争。如何与国际竞争对手在国内市场竞争中取得竞争优势并走向国际市场，是我国卷烟工业企业面临的最迫切的问题。 品牌建设是快速消费品行业普遍采用的提升竞争力的方法。根据品牌建设的目的不同，可以分为企业品牌建设和产品品牌建设。企业品牌建设的主要目的是提升企业知名度和美誉度，产品品牌建设的主要目的是通过提升产品知名度和美誉度增强产品的竞争力。企业品牌和产品品牌既有联系也有差异，两者可以相互促进，但因为各自主要目的不同，所以企业品牌建设和产品品牌建设的实施要点也不同。 卷烟产品品牌建设是我国卷烟行业公认的能够使企业获得持久竞争优势的有效方法。因此，各卷烟工业企业以不同的方式树立自己的产品品牌形象。但因为我国卷烟产品品牌建设只有数年时间，所以还没有一套公认有效的产品品牌建设体系。在这种情况下，如何将营销理论和卷烟行业营销经验相结合以推动卷烟产品品牌建设，不论对完善相关营销理论还是对促进产品品牌建设都有积极的意义。 另外，我国现在仍有部分国有垄断行业保留着或多或少的计划经济的特点，卷烟行业就是典型代表。卷烟产品的生产、销售、定价都严格按照国家相关政策执行。市场经济环境下，这种体制存在很多弊端。但不可否认，当国家实行行业改革时，这种体制下的企业往往执行政策最彻底，因此改革效率最高、改革效果最好。所以，解决卷烟行业面临的难题，不仅对国家财政收入、行业发展问题有深远的影响，而且可以为其他面临国际竞争的国有垄断行业提供可借鉴的经验。 本文的研究目的为理论联系实际，研究对象为我国卷烟企业基于价值链的产品品牌建设内涵。为此，本文主要采用了定性分析和案例分析相结合的方法，比较深入地探讨了卷烟行业的发展现状与趋势，分析了卷烟行业加强产品品牌建设的必要性，提出了基于价值链的产品品牌建设策略。在案例分析中，本文选用青岛卷烟厂的具体案例，通过分析得出具有一定实践指导意义的启示。 本文创新点在于以价值链为切入点，从纵向价值链、横向价值链和内部价值链三个方面阐述了我国卷烟工业企业产品品牌建设策略，从区域销售管理的角度对我国卷烟工业企业卷烟产品品牌建设的区域特性进行了分析，利用方阵协同式组织结构管理产品品牌建设的部门分工与协作，为产品品牌建设提供保障。本文结合青岛卷烟厂产品品牌建设案例对产品品牌建设不同阶段的实施要点做了详细的介绍，以真实的数据作为有力的证据，说明了品牌建设对企业乃至行业的影响，对其他卷烟工业企业进行品牌建设具有一定的参考价值。 本文从行业分析出发，通过介绍国内外卷烟行业发展现状和趋势，得出结论——我国卷烟行业面临的严峻的竞争形势。在这种形势下，因为我国卷烟品牌与国际驰名品牌存在很大差距，我国专卖政策对卷烟行业营销政策存在诸多限制，得出结论——产品品牌建设是我国卷烟企业获得竞争优势的有效方法。文章阐述了我国卷烟产品品牌建设策略和实施保障，并以青岛卷烟厂品牌建设案例进一步说明了产品品牌建设的实施途径和控制要素。经过推导和论证，得出结论——产品品牌建设的确可以为企业赢得竞争优势，同时也需要其他方面的共同努力。 本文共分七章。 第一章是绪论部分，介绍了本文的选题背景、研究意义、研究方法、研究内容和研究思路，说明了行文的逻辑结构。 第二章是相关理论回顾，介绍了本文研究涉及的相关理论，包括品牌理论、营销组合理论、病毒营销理论、区域市场理论、价值链和价值系统理论、差异化理论、规模经济理论和范围经济理论。 第三章是国内外卷烟行业发展现状和趋势，介绍了国际和国内卷烟行业的行业特点、发展现状和发展趋势。说明了我国卷烟行业面临的严峻的竞争形势。 第四章是我国卷烟产品品牌建设必要性，介绍我国卷烟行业各种营销策略实施的局限性、我国卷烟品牌与国际卷烟品牌的差距、我国卷烟行业面对的国际竞争压力以及“中式卷烟”走向国际市场对品牌支持的需要，从而得出我国卷烟产品品牌建设的必要性。 第五章是我国卷烟产品品牌建设策略及实施保障，从价值链横向整合、价值链纵向协作、价值链内部协作和区域销售管理四个角度阐述了我国卷烟产品品牌建设策略的内涵，从企业内外两个方面阐述了我国卷烟产品品牌建设策略的实施保障。 第六章是青岛卷烟厂产品品牌建设案例分析，从价值链横向整合、价值链纵向协作、价值链内部协作和区域销售管理的角度阐述了“哈德门”和“华贵一枝笔”品牌建设过程及实施要点，介绍了青岛卷烟厂在经历企业重组、品牌整合后如何转变观念、以新的品牌建设模式获得竞争优势，以及品牌建设经验对青岛卷烟厂和卷烟行业的启示。 第七章是结论部分，对我国卷烟工业企业现有的营销模式和品牌建设方法进行了概括，通过产品品牌建设取得的成绩得出结论；介绍了本文的创新点，指出了我国卷烟工业企业发展需要进一步研究的内容。
英文摘要：	The tobacco industry can be divided to the tobacco-leaf industry and the cigarette industry. China’s cigarette industry divides into the Industrial Enterprise and the Commercial Department. The Industrial Enterprise is composed of various cigarette factories that are responsible for the cigarette production. The Commercial Department is composed of all levels of Tobacco Companies and the Tobacco Monopoly Bureaus. The Tobacco Companies are responsible for regional cigarette retailing and the Tobacco Monopoly Bureaus are responsible for the cigarette retail sales permit provide and the cigarette market reorganization. China's tobacco industry has monopolized and made a positive contribution in such as increasing state revenues, driven the development of related industries since September, 1983. Since China accessed to the World Trade Organization (WTO) in 2001, China's cigarette industry was facing severe international competition. How to compete with international competitors in the domestic competition and gain competitive advantage to move toward the international market is the most pressing issue that China's Cigarettes Industrial Enterprises are facing. The brand construction is a method to promote competitive ability which the fast consume industry uses generally. The brand construction can be divided into the enterprise brand construction and the product brand construction according to the difference of the goal of the brand construction. The main purpose of enterprise brand construction is promoting the popularity and the fine reputation of enterprise and the main purpose of product brand construction is enhancing product competitive ability through promoting product popularity and the fine reputation. There is not only the relation but also the difference between the enterprise brand and the product brand. Both may promote mutually. The implementation main point of the enterprise brand construction and the product brand construction is different because the respective main purpose is different. The cigarette product brand construction is a method that China’s cigarette industry recognizes. It can cause the enterprise to obtain the lasting competitive advantage efficaciously. Therefore, various Cigarettes Industrial Enterprises set up own product brand image by the different way. However, there are not a set of effective product brand construction system because China’s cigarette industry product brand construction has several years. In this case, how unifies the marketing theory and the cigarette industry marketing experience to impel the cigarette industry product brand construction has the positive significance for not only promote the product brand construction but also improve related marketing theories. Moreover, some state-owned monopoly industries remained still more or less the characteristics of the planned economy in China. The cigarette industry is typical representative. Cigarette product production, sale and fixed price execute strictly according to national relative policies. This system exist many drawbacks under market economy environment. It is undeniably that the enterprises under this system often carry out the policy thoroughly when the country implements the industrial reform. Therefore, the reform efficiency is the highest and the reform effect is best. Thus the solution the difficult problem that cigarette industry faces not only has the profound influence to the state finance income and the industrial development but also may provide the useful experience for the state-owned monopoly industries that are facing the international competition. The study goal of this thesis is the apply theory to reality. The object of study is how strengthen the product brand construction for China’s Cigarette Enterprise based on the value chain. Therefore, this thesis has mainly used the method which unifies the qualitative analysis and the case analysis and has discussed the cigarette industry development present situation and tendency thoroughly and has analyzed the necessity that the cigarette industry strengthens the product brand construction and has proposed the product brand construction tactics based on the value chain. In the case analysis, this thesis selected the concrete case of the Qingdao Cigarette Factory and obtained certain practice guiding sense enlightenment through the analysis. The innovative spot of this thesis is taking the value chain as a breakthrough point. The thesis elaborated China’s Cigarette Industrial Enterprise product brand construction's implementation tactics from three aspects: the longitudinal value chain, the crosswise value chain and the internal value chain. The thesis analyzed China’s Cigarette Industrial Enterprise product brand construction's region characteristic from the region sales management's angle and used square formation coordination type organizational structure to manage product brand construction's department division of labor and the cooperation to provide the safeguard for the product brand construction. This thesis unified the Qingdao Cigarette Factory product brand construction case to make the detailed introduction to the product brand construction different period’s implementation main point. This thesis took the strong evidence by the real data to explain the influence of the product brand construction for the enterprise and even the industry. This thesis has certain reference value for other Cigarette Industrial Enterprise to carry on the product brand construction. This thesis obtains the conclusion that China’s cigarette industry is facing the drastic competition after this thesis embarked from the industry analysis that this thesis introduced the domestic and foreign cigarette industry development, present situation and the tendency. Under the situation, this thesis obtains the conclusion that product brand construction is the efficacious device that China’s Cigarette Enterprises obtain the competitive advantage because there is a big disparity between China’s cigarette brand and the international famous brand and there are many limits for the cigarette industrial marketing policy in Chinese tobacco monopoly policy. The thesis elaborated China’s cigarette product brand construction strategy and the implementation safeguard and further showed the product brand construction implementation way and the control essential factor by the Qingdao Cigarette Factory brand construction case. The thesis obtains the conclusion that product brand construction indeed to be possible to win the competitive advantage for the enterprise and needs the joint effort from other aspects simultaneously after the inferential reasoning and the proof. This thesis is divided seven chapters. The first chapter is the introduction part that introduced the background where this thesis selected topic, the study significance, the study technique, the study content and the study mentality. This chapter showed the logical organization of the issue document. The second chapter is the correlation theories review that introduced the correlation theories which this thesis studies involves. The theories include brand theory, marketing combinatorial theory, viral marketing theory, region market theory, value chain and value system theory, variation theory, economies of scale theory and scope economic theory. The third chapter is the domestic and foreign cigarette industry development present situation and the tendency that introduced international and the domestic cigarette industrial characteristic, the development present situation and the trend. This chapter explained the stern competition situation that China’s cigarette is facing. The fourth chapter is China’s cigarette product brand construction necessity that introduced the limitation in China’s cigarette industrial marketing strategy implementation, the disparity between China’s cigarette brand and the international cigarette brand, the international competition pressure that China’s cigarette industry is facing and the brand support need for “the Chinese type cigarette” moves toward the international market. Thus this chapter obtains China’s cigarette product brand construction the necessity. The fifth chapter is China’s cigarette product brand construction strategy and the implementation safeguard that elaborated China’s cigarette product brand construction strategy's connotation from the value chain crosswise conformity, the value chain longitudinal cooperation, the value chain interior cooperation and the region sales management. This chapter elaborated also China’s cigarette product brand construction strategy implementation safeguard from the enterprise inside and outside. The sixth chapter is the Qingdao Cigarette Factory product brand construction case analysis that elaborated the brand construction process and the implementation main point of “the Hatamen” and “the Luxurious A Pen” from the value chain crosswise conformity, the value chain longitudinal cooperation, the value chain interior cooperation and the region sales management. This chapter introduced how to transform the idea, to obtain the competitive advantage by the new brand construction pattern after Qingdao Cigarette Factory experienced reshuffle of the enterprises and brand conformity. This chapter introduced the enlightenment of the brand construction experience to the Qingdao Cigarette Factory and cigarette industry. The seventh chapter is the conclusion part that carried on the summary to China’s Cigarette Industrial Enterprise existing marketing pattern and the brand construction method. This chapter got the conclusion by the product brand construction obtained the result. This chapter introduced the innovation spot of this thesis. This chapter pointed out the content which needs to be further studied to China’s Cigarette Industrial Enterprise development.
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