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论文编号：	5702
作者编号：	2220110846
上传时间：	2013/12/2 17:46:17
中文题目：	云南高价位卷烟市场营销策略研究
英文题目：	Marketing Strategy of Premium Cigarettes in Yunnan
指导老师：	许晖
中文关键字：	关键词：云南烟草 高价位卷烟 营销策略 品牌营销
英文关键字：	Yunnan Tobacco；The high price of cigarettes；Marketing Strategy；Brand Marketing
中文摘要：	烟草是一种特殊的消费品，为切实保护消费者权益和国家利益，目前中国政府对烟草制品实行专卖专营。2010年初全国烟草工作会议上，国家烟草专卖局把“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，并提出了“532”和“461”品牌发展战略目标。2013年国家局提出了全行业要围绕“改革的红利、发展的潜力、追赶的目标”三大课题开展认真思考、谋划和实践。2012年末，国家印发了《中国烟草控制规划（2012-2015）》，对我国的烟草控制提出更加明确及具体化的要求，约束力更大、可操作性更强的控烟法规的相继颁布和实施将成为趋势，卷烟消费的公共氛围日趋恶劣。在国家局行业“双十五战略”的推动下，历经多年的品牌整合及规模释放，将在最近的一到两年内达到阶段性的顶点，卷烟销售将从快速增长演变为缓慢增长。高价位卷烟市场领头羊的作用和创造的高效益是烟草行业对国家财政贡献的主力军。今年国家出台一系列政策，反对奢侈浪费，倡导合理消费，高价位卷烟消费将会逐步回归理性，现有结构提升空间将受到明显影响。在品牌发展战略和行业发展的新形势下，要求各卷烟品牌在发展过程中，不仅要重视规模的扩张，同时更要重视品牌结构的提升，坚持转变发展方式，走规模、结构协调发展之路。在实现行业品牌发展战略目标的过程中，各商业企业的卷烟营销作为重要一环，发挥着不可替代的作用。但作为一个特殊的行业，卷烟营销处于一个特殊的市场环境中，面临的环境更加复杂、严峻，受到的制约越来越大。本文通过提出云南烟草以市场营销为主体，承担终端市场培育的角色，需要从搭建客户服务平台、实施品牌营销策略、打造现代零售终端、培育现代营销队伍等营销基础工作着力，逐步建立起面向消费者的现代营销体系，维护好高价位卷烟市场的良好状态；提出了促进云南高价位卷烟市场发展的实施路径和保障体系,试图找出制约市场做大、做强、做优的瓶颈所在，推动云南高价位卷烟市场持续平稳发展。 关键词：云南烟草 高价位卷烟 营销策略 品牌营销
英文摘要：	As a special consumer comodity, tobacco is monopoly industry in China to protect rights of consumer and interests of state. In early 2010 , the State Tobacco Monopoly Bureau brought out the idea of Cigarettes on A New Level as the basic principles and strategic target of tobacco industry in currently and hereafter. Meanwhile, it also proposed a " 532 " and " 461" brand development strategy objectives in the National Tobacco Conference. In 2013, the National Bureau indicated that tobacco industry should think and practice which is focus on three topics which are Bonus of the Reform , Development Potential and Objectives Pursue. In the end of 2012 , the state issued the China Tobacco Control Plan ( 2012-2015 ) which made further clear and specific requirements on tobacco control. Regulations which binds greater maneuverability and stronger tobacco control have been promulgated and implemented. It will become a trend in near future. The public atmosphere of cigarette consumption is now more severe. Sales of tobacco products were 49.91 million cases last year , and the number of this year will exceed 50 million cases. It appears that follow-up continued rapid growth will be less likely. The leading position of Premium cigarette market is the main contribution to state finance in tobacco industry. Furtermore, with the promotion of industry Double Fifteen Strategy , after years of brand integration and scale release, sales will reach the top at present stage. Cigarette sales will transfer into stable growth from rapid growth. And then, the state has adopted a series of policies such as combat extravagance and waste , advocate rational consumption. Premium cigarette consumption will gradually become reasonable. The upgrade space of current cigarette structure will be limited obviously. With this brand development strategy and development of the industry under the new situation , it requires each cigarette brands pay attention not only on the expansion of the scale , but also on the structure to enhance the brand value and transform development methods to achieve size and structure coordination in the development process. In the process of realizing brand development strategy target , each tobacco company as an important part of cigarette marketing plays an irreplaceable role. However, being a special industry, cigarette marketing is in a special market environment facing more complex, severe, and growing constraints. Based on the current situation of Yunnan premium cigarette market , as well as the main marketing strategy and effectiveness analysis implementation , this paper will mainly focus on how to consolidate and develop of Yunnan premium cigarette market from the points as followed, market, branding, service and marketing team development. In order to build a consumer oriented modern sales system and to maintain the good status of premium cigarette sales structure. And also this paper tries figure out the facts that limit the cigarette market to promote development of Yunnan premium cigarette market. Keywords: Yunnan Tobacco；The high price of cigarettes；Marketing Strategy；Brand Marketing
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