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论文编号：	3624
作者编号：	2220080782
上传时间：	2011/11/4 15:23:09
中文题目：	山东中烟工业公司品牌战略研究
英文题目：	The Research on the Brand Strategy of the China Tobacco Shandong Industrial Co., Ltd.,
指导老师：	许晖
中文关键字：	关键词：烟草行业;山东中烟公司;品牌战略;品牌整合
英文关键字：	Key words: tobacco industry; China Tobacco Shandong Industrial Co., Ltd; brand strategy; brand integration
中文摘要：	摘 要烟草行业是一个特殊的行业。一方面，由于其产品对人体健康的影响，世界各国都对它采取控制措施；另一方面，它所带来的高利润、高税收，又使得政府对它难于完全舍弃。其间的微妙使得卷烟品牌的发展也处于一个特殊的环境中。随着2011年《烟草控制框架公约》在中国的全面生效，卷烟行业面临的环境更加严峻，中国卷烟品牌的成长受到的制约越来越大。烟草行业是垄断行业，品牌竞争不完全由市场决定，受行政、政策方面的影响较大。各级烟草公司可以出台政策，左右烟草品牌的市场销售。2010年初全国烟草工作会议上，国家局把“卷烟上水平”作为行业当前及今后一段时期的基本方针和战略任务。“532”和“461”品牌发展战略的提出，对下一步的品牌培育将起到深远的导向作用。本文从企业战略的角度，充分分析了中国市场卷烟品牌的竞争状况和特殊的政策环境，分析了山东中烟公司的品牌状况，提出了以泰山品牌为主的品牌发展战略，并从产品研发、品牌维护、营销推广等几方面阐述了公司品牌战略的实施路径。本文的创新点是，从理论与实际相结合的角度，通过对卷烟品牌竞争的特殊环境分析入手，借鉴了其它卷烟工业企业进行品牌创建和推广方面的经验和教训，结合本人十多年从事卷烟销售和品牌管理方面的经验，通过对大量相关材料的分析研究，从自己的视角，进行了山东中烟公司品牌战略的研究，并提出了品牌战略的实施路径。
英文摘要：	Tobacco industry is a special industry. On one hand, it has been restricted by the governments all over the world due to the influence of its related products on people’s health. On the other hand, it’s difficult for the governments to make choice in view of the huge profits and tax revenue from the tobacco industry. This delicate relationship put the development of tobacco brand at a special situation. Tobacco industry would face with more rigorous circumstance, the growth of Chinese cigarette brand will come up with much more restriction along with the overall execution of “The Framework Alliance for Tobacco Control” in china in 2011. As a monopoly industry, its brand competition is not completely depended on market, however mostly affected by government administration and policies. On the National Tobacco Work Conference convoked at the beginning of 2010, State Bureau designated “upgrade cigarette quality” as basic guideline and strategy mission at present and the following period of time. The promotion of “532” and “461” brand development strategy will exert profound instruction to the further brand cultivation. Based on detailed analysis of current brand competition, special policy environment, and the brand development condition of China Tobacco Shandong Company in the respect of company strategy, this paper proposed “Taishan” as the principle of brand development strategy, and expounded the routes of implementing company brand strategy from the aspects of product research and development, brand maintenance, and marketing promotion, etc. The innovation of this paper is, by combining theory with practice, analyzing the special environment of cigarette brand competition, referring the experience of brand construction and promotion of other cigarette companies, analyzing and summarizing a great amount of corresponding literatures, combining author’s more than ten years experiences of cigarette marketing and brand management, conducted research on the brand strategy of the China Tobacco Shandong Industrial Co. Ltd., and proposed the routes of implementing company brand strategy.
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