山东中烟工业公司品牌战略研究
发布时间：2019-04-28 07:49
【摘要】： 品牌是核心价值的体现,是企业核心竞争力的体现。实施品牌战略,是企业实现可持续性发展的重要手段。长期以来,我国烟草行业一直实行集中统一的烟草专卖管理体制。随着我国加入WTO,面对跨国烟草集团的有力竞争,烟草行业必须加快体制改革,改变企业规模小、缺乏有竞争力的卷烟品牌现状。卷烟品牌发展战略成为卷烟工业企业生存与发展的关键。 本文以品牌及竞争力相关理论为切入点,分析了烟草行业国际、国内发展现状与发展趋势以及存在问题,明确了企业实施品牌战略的必要性。对烟草行业的宏观政策环境和品牌发展基本概况与模式进行分析和阐述；论文进一步对山东中烟工业公司内部的优劣势进行深入地分析。论文从烟草行业和山东中烟工业公司的品牌竞争环境入手,运用SWOT、PEST分析法等工具,分析竞争环境,确定山东中烟工业公司品牌竞争的优势与不足,提出山东中烟工业公司品牌战略的实施建议。
[Abstract]:Brand is the embodiment of the core value and the core competitiveness of the enterprise. The implementation of brand strategy is an important means for enterprises to achieve sustainable development. For a long time, China's tobacco industry has been implementing a centralized and unified tobacco monopoly management system. With China's entry into WTO, facing the strong competition of transnational tobacco groups, the tobacco industry must speed up the reform of the system and change the small scale of enterprises and the lack of competitive cigarette brands. Cigarette brand development strategy has become the key to the survival and development of cigarette industry enterprises. Based on the theory of brand and competitiveness, this paper analyzes the current situation and trend of international and domestic development of tobacco industry, as well as the existing problems, and clarifies the necessity of implementing brand strategy for enterprises. The general situation and mode of macro-policy environment and brand development of tobacco industry are analyzed and expounded, and the advantages and disadvantages of Shandong Central Tobacco Industry Company are further analyzed in this paper. This paper starts with the brand competitive environment of tobacco industry and Shandong Zhongyan Industrial Company, analyzes the competitive environment by means of SWOT,PEST analysis, and determines the advantages and disadvantages of the brand competition of Shandong Zhongyan Industrial Company. Put forward the implementation of the brand strategy of Shandong Zhongyan Industrial Co., Ltd.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.8
本文编号：2467453
[Abstract]:Brand is the embodiment of the core value and the core competitiveness of the enterprise. The implementation of brand strategy is an important means for enterprises to achieve sustainable development. For a long time, China's tobacco industry has been implementing a centralized and unified tobacco monopoly management system. With China's entry into WTO, facing the strong competition of transnational tobacco groups, the tobacco industry must speed up the reform of the system and change the small scale of enterprises and the lack of competitive cigarette brands. Cigarette brand development strategy has become the key to the survival and development of cigarette industry enterprises. Based on the theory of brand and competitiveness, this paper analyzes the current situation and trend of international and domestic development of tobacco industry, as well as the existing problems, and clarifies the necessity of implementing brand strategy for enterprises. The general situation and mode of macro-policy environment and brand development of tobacco industry are analyzed and expounded, and the advantages and disadvantages of Shandong Central Tobacco Industry Company are further analyzed in this paper. This paper starts with the brand competitive environment of tobacco industry and Shandong Zhongyan Industrial Company, analyzes the competitive environment by means of SWOT,PEST analysis, and determines the advantages and disadvantages of the brand competition of Shandong Zhongyan Industrial Company. Put forward the implementation of the brand strategy of Shandong Zhongyan Industrial Co., Ltd.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.8
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