其次,本文从政治环境、经济环境、社会环境和技术环境4个方面分析了
成都市烟草公司的营销环境,并从2011年成都市烟草公司的营销现状中,发
现其存在的主要问题是品牌培育的瓶颈制约了卷烟营销上水平的步伐。
然后,针对成都市烟草公司在营销现状中存在的品牌培育问题,本文提出
了树立“自主培育品牌”现代化营销理念和4P营销策略组合,包括产品策略、
价格策略、渠道策略和促销策略,以及四个品牌生命周期相对应的营销策略,
为成都市烟草公司探索建立卷烟品牌培育新模式,引领卷烟营销上水平,全面
提升企业核心竞争力提供了具备可操作性的实质建议。
关键词:成都烟草品牌培育营销策略
Chengdu Tobacco Company branding strategy
analysis
Major: Business management
Postgraduate: Ren Gang
Supervisor: Zeng Lingqiu
Abstract: Based on marketing and branding theory, first part focuses on the
developing process of Chinese tobacco branding, including the Chinese tobacco
brand history, the current situation of tobacco branding, and faced challenges in
new circumstance.
Secondly, the main problem, the lack of branding limits progress of tobacco
marketing will be found by analyzing political, economical,social and
technological environments of Chengdu Tobacco Company.
Furthermore, the principle of “self-branding”,4P marketing mix-Product,
Price, Place, Promotion, and 4 brand lifecycle marketing strategy will be proposed
to solve branding problem in Chengdu Tobacco Company. It is beneficial for
questing new modes of tobacco branding, leading the progress of branding,
increasing core competitiveness.
Key words: Chengdu Tobacco, branding, marketing strategy
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