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论文编号：	3601
作者编号：	2220080770
上传时间：	2011/11/2 11:18:20
中文题目：	山东中烟工业公司品牌战略研究
英文题目：	Research on the brand strategy of the China Tobacco Shandong Industrial Co.Ltd.
指导老师：	周建
中文关键字：	关键词：山东中烟工业公司;品牌战略;烟草;竞争力
英文关键字：	Keywords: China Tobacco Shandong Industrial Co., Ltd.;brand strategy;tobacco;competitiveness
中文摘要：	本文依据现代企业营销理论，对山东中烟工业公司现状及所处的环境进行了分析和研究，并在此基础上提出了山东中烟工业公司品牌战略实施和保障的路径。全文共分为六个部分。以品牌相关理论知识为切入点，明确了品牌战略和企业战略的关系，比较分析了国内外烟草品牌的成功经验。通过对山东中烟工业公司品牌的分析和研究，指出品牌发展现存的问题，制定了品牌战略实施的路径。国家烟草专卖局提出卷烟品牌发展战略任务，使重点品牌加快发展和价值提升，山东中烟工业公司品牌面临着严峻的挑战和紧迫的任务。文章从现代企业营销相关理论研究入手，根据山东中烟工业公司公司的品牌现状，运用现代营销的先进理论及思维，完成了包括政策支持、市场渠道、技术保障、人才支撑、内外共进等路径和措施在内的整套品牌实施方案。本文得出的结论是：现代企业营销理论是一门新兴学科，资本、品牌、直销、服务、创新、学习和信息是营销发展的主要因素，也是能解决山东中烟工业公司持续发展以及品牌战略存在问题的方法之一。在制订山东中烟工业公司品牌战略时，细分市场精准营销的同时，要做到烟草品牌战略符合行业导向、品牌定位必须准确、突出品牌的特色和个性以及必要的品牌维护。待思考的问题是：第一，品牌战略如何应对变化的外部环境。第二，面对千差万别的消费者需求烟草产品如何创新。第三，如何建立并运用好工商协同营销模式。
英文摘要：	In terms of modern marketing theory of the firm, it is analyzed and studied the environments and current situations of China Tobacco Shandong Industrial Co., Ltd., and implementation of brand strategy of the company and associated the guarantee pathways. The thesis is classified into six parts. With the starting point of theories of brand, it is clarified the relationship between brand strategy and firm strategy and comparatively study the successful experiences of tobacco brands at home and abroad. Through analysis and research of the company's brand in Shandong Tobacco strategic, it is pointed out the existing problems of development of the brand. The National Tobacco Board provides development strategy of cigarette brands, focusing on accelerating development, and enhancing the value. Shandong tobacco brand faced real challenges and urgent task to develop the brand and make the strategy implementation pathways. According to the company's brand in Shandong Tobacco status, the use of advanced modern marketing theory and thought, it is needed to complete the policy support, market access, technical material security, corporate culture, and grouped strategy and other measures, including the entire path and brand implementation. The modern theory of marketing of the firm is an emerging subject, in which capital, brand, direct selling, services, innovation, learning and information are not only main factors of its development, but also solutions to sustainability of the company and brand strategy . In mapping out the brand strategy of the company and accurate marketing of segmentation market, it is required that the strategy has to be in accordance with the direction of the industry, to position brand more precisely, and to highlight the feature and personality of brands and maintain brands necessarily. Suggestions contain as, first, how the brand strategy is to deal with changing external environment; second, faced with variety of demands from consumers how to innovate products; and third, how to create and use business cooperative marketing model.
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