“品牌”这一概念由来已久,国内外研究学者和企业实践家普遍认为,品牌

是企业一项重要的无形资产,品牌已经从以往识别产品的战术性工具变为企业重

要的战略性资源,成为企业管理的核心之一。世界品牌战略理论方兴未艾,国内

对品牌战略的研究与实践也正处于大发展时期。

烟草是云南省经济的支柱产业,也是我国国民经济的重要组成部分,在长期

专卖制度的庇护下,我国的烟草行业的发展取得了长足的进步,但政企合一、行

政干预较多而市场化竞争不够充分等问题的存在,导致我国烟草企业与国外顶尖

烟草集团仍然存在明显的差距。云南作为全国重要的烟叶生产基地和卷烟生产第

一大省,云南烟草企业在引领行业发展、探索国际竞争等方面责无旁贷。但在国

际烟草发展趋势发生变化和国内烟草企业快速发展的大背景下,云产卷烟在品牌

发展中存在的问题也愈加突出,具体表现为品牌定位不够清晰、产品结构不够合

理、品牌文化有待加强、品牌官理体系尚待充善等。

本文细致梳理了国内外学者对品牌、品牌竞争力及品牌战略的相关理论,分

析了品牌战略在卷烟企业的基本应用,在相关理论的支撑下,对国内外卷烟的品

牌发展现状和未来走向进行了全面分析,利用SWOT、品牌诊断模型、对比分析

法等工具对云产卷烟品牌的竞争环境进行了分析,归纳了云产卷烟在品牌发展中

存在的主要问题,针对云产卷烟品牌竞争的优势与不足,提出云产卷烟品牌战略

的基本构想和实施建议。

关键词:品牌战略,烟草行业,云产卷烟

BRAND STRATEGY OF CIGARETTES PRODUCED IN

YUNNAN PROVINCE

ABSTRACT

Brand concept a long time. Brand is an important intangible asset, domestic and

foreign research scholars and entrepreneurs generally believe. Brand as a business

critical strategic resource has become one of the core of enterprise management,

identify the product different from the past only as a tactical tool. Brand development

strategy for the theoretical study of the ascendant in the world. China brand strategy for

research and practice is also in development.

Tobacco is the economic pillar industry in Yunnan, but also a n important part of

our national economy. The development of China's tobacco industry has made

considerable progress thanks to the long-term monopoly system Asylum. Chinese

tobacco companies and the world's leading tobacco groups there is a clear gap. the main

reasons are: the government and enterprises combined, more administrative intervention

and insufficient market competition, etc. Yunnan is China's important base for tobacco

cultivation and cigarette producing provinces. Yunnan tobacco industry has a huge

responsibility to lead the industry development, and explore other aspects of

international competition. Yunnan cigarette brands problems reflected of more

prominent in the development based on international tobacco trends are changing and

the rapid development of China's tobacco business context. Yunnan cigarette brands

problems manifested in brand positioning is not clear, the product structure is irrational,

the brand culture needed to strengthen, brand management system is not nerfect. etc.

This paper carefully combing the domestic and foreign scholars on the brand,

brand strategy and brand competitiveness theory. This paper also analyzes the brand

strategy in Yunnan cigarette enterprise application. Based on the theoretical basis, this

paper comprehensively analyzes the development of domestic and foreign cigarette

brand status and future trends. Using SWOT, brand diagnostic model, comparative

analysis and other tools this paper analyzes the competitive environment in Yunnan

cigarette brands. Based on the above analysis, this paper summarizes the main issues of

Yunnan cigarette brands, puts forward the basic ideas and implementation suggestions

about Yunnan cigarette brand development strategy.

KEY WORDS: tobacco industry, Yunnan cigarette, the brand development

strategy