烟草行业是我国国民经济的重要支柱之一。伴随着经济全球化深入发展,

以及我国相继加入世贸和世界卫生组织,我国卷烟行业面临强大的外部压力。

在巨大的国内外压力下,我国烟草行业的竞争己从低层次竞争演变为高强度和

高水平的竞争,行业变革不断且步入产业内重新洗牌阶段。现阶段营销策略仍

处于粗放式管理模式的河北中烟亟需转变营销策略来获得竞争优势和应对来

自国内外竞争对手的挑战。“钻石120”品牌卷烟唯有通过有效地实施品牌营

销策略,不断提升“钻石120”品牌的产品质量与品牌内涵以及品牌市场竞争

力,才能在激励的卷烟市场中赢得持续发展。

本文从分析品牌和品牌营销理论入手,对品牌营销相关理论进行综述,提

出卷烟品牌营销的过程,为河北中烟“钻石120”品牌营销策略的选择奠定重

要的理论基础。接着分析烟草行业品牌竞争力状况、竞争力的内外部来源及其

形成,然后运用PEST分析模型与波特五力模型分析河北中烟所面临的内外部环

境,重点分析河北中烟“钻石120”卷烟品牌现状以及所存在的问题。在此基

础上,结合河北中烟面临的市场竞争环境及其企业自身实力,分别提出河北中

烟的市场营销策略、“钻石120”品牌的营销目标和“钻石120”品牌的营销策

略。同时,进行河北中烟“钻石120”的品牌营销策略选择,从品牌定位、产

品、传播与推广、维护和渠道等五个方面来具体提出适合“钻石120”品牌发

展的具体品牌营销策略。紧接着,文章对“钻石120”的品牌营销策略进行推

进实施,并提出推进实施条件和实施步骤,最后文章提出“钻石120”品牌营

销推进实施建议,为实现河北中烟的品牌扩张目标供重要参考。

本文采用品牌及品牌营销理论,系统研究河北中烟钻石120”品牌营销

策略的选择和实施,这对于提升“钻石120”品牌价值,提高其品牌市场竞争

力具有重要的价值。

关键词品牌品牌营销五力分析模型SWOT分析模型PEST分析

ABSTRACT

The tobacco industry ia a pillar industry of China' s national

economy. Along with China has joined WTO and the World Health

Organization, the deepening of economic globalization, our tobacco

industry is faced with strong pressure from the international tobacco

giants and our tobacco giants. With the domestic and international

cigarette market competition is intensifying, our tobacco competition

evolved into a high strength and a high level from the low-level

competition, our tobacco industry changes constantly and walk within

the industry to re-shuffle stage. As a result, the ‘‘diamond 120“ brand

of China Tobacco Hebei Industrial Corporation have to consider the

diamond 120” brand positioning and development from a strategic

height for an uncertain future changes in the tobacco market and the

strict competition from other cigarette brands all over the world,

diamond 120 cigarettes brand is only through the implementation of

brand marketing activities for enhancing diamond 120,,brand of

product quality and brand connotation, continuously in an effort to

raise the brand' s market competitiveness, can be survived in the

intensively competitive cigarette market.

The brand and brand marketing theories are reviewed and analyzed

at first in the paper. And then, the paper put forward the basic

principles and basic procedures of cigarette brand marketing activities

which is the theoretical basis for the development of China Hebei

Tobacco Company' s ‘‘diamond 120 brand marketing strategies. And then,

followed by analysis of the brand competitiveness situation of the

tobacco industries, competitiveness internal and external sources and

its formation. Then,the PEST analysis model and Porter' s five-forces

model to analyze the macro environment and industry conditions that

China Hebei tobacco companies facing when implement the brand marketing,

focusing on analysis of China Hebei Tobacco Company diamond 120,,the

basic situation and problems of brand marketing. On the basis, coupled

with the competition in the market environment and the enterprise’ s

own strength which China Hebei Tobacco Company facing, from the

brand-name products, brand positioning, brand communication and

promotion, brand maintenance and channel aspects, and put forward a

specific brand marketing strategies which is appropriate for ‘‘diamond

120,,brand development. And then, the paper makes the research for

implement of “diamond 120,,brand marketing strategies. At last, the

paper proposes relevant recommendations in order to make a valuable

suggestion.

Based on the brand marketing and marketing-related theories, the

paper proposes the ‘‘diamond 120 brand marketing strategy formulation,

the corresponding evaluation and control method of the China Hebei

Industrial Tobacco Corporation in a systematic way in order to upgrading

diamond 120” brand value, promoting China Hebei Tobacco Industries

Corporation in the long-term, this paper has certain theoretical

meaning and important practical value for the improvement of market

competitiveness.

KEY WOERDS brand brand marketing PEST analysis model SWOT

analysis model Porter' s five-forces model