I 摘要 烟草行业是我国政府利润以及税收的重要来源，其产业竞争的态势非常剧烈，而 且许多产品呈现出高度同质化的特征。因此在烟草行业的经营 中，树立品牌效应对于 企业而言有着至关重要的意义，这样才能够让自己的烟草产品在同类竞品中脱颖而出， 构建企业在消费者眼中的独特价值。 本文选择我国著名的烟草品牌 ——红云红河烟草集团旗下的云烟，针对其品牌营 销策略展开详细的讨论。基于相关管理学与营销学理论，本文对红云红河烟草集团旗 下云烟品牌做出了详细的调研与分析，从 中分析当前云烟品牌营销过程中的一些不足 之处，进而从文化营销的视角为公司制定具备实践参考意义的营销策略，以期能够顺 利地提升品牌价值。本文的第一章为绪论，对研 究背景和意义、相关研究现状、研究 内容、研究方法等做了概括；第二章详细讲解了品牌营销、文化营销等理论基础；第 三章基于管理科学中较为经典的SWOT分析工具，针对本 文研究的云烟品牌内外部营 销环境做了综合评价，并对云烟品牌营销现状和存在的问题进行了详细研究；第四章 以文化营销为视角，制定了云烟品牌营销的主要策略，第五章提 出云烟品牌营销的保 障措施；第六章对以上各项研究成果进行了总结，并对未来研究提出展望。 本文的具体研究工作得到了以下结论：想要成功实现云烟品牌营销，就需要在品 牌形象塑造中融入人文精神、迎合消费者情感需求；在云烟品牌营销策略实施过程中， 云烟品牌销售上注意利用地域文化的影响力，以文化赋予品牌高级感；云烟品牌管理 上积 极参与零售终端建设建立起与消费者的沟通连接；云烟品牌传播上使用口碑传播 来展开营销、推进消费者进行线下体验营销、转化互联网平台用户信息；云烟品牌个 性上满足不 同群体的消费需求。为了保障云烟品牌营销过程，需要完善优化公司多部 门合作机制、加强信息技术建设、适当管控运营成本、注重培育营销队伍、丰富符合 云烟品牌文化形象 的企业文化体系、维护品牌的良好社会形象。总体来说，本文根据 具体的问题现状提出了对云烟在营销策略上的改进建议和措施，总结归纳出以上研究 结论，为云烟在长远的品 牌打造工作中提供具备建设性意义的参考。 关键词：云烟；文化营销；品牌营销；品牌营销策略 Abstract II Abstract Withtheincreasinglyfiercecompetitionofthemarket,brandhasbecomean importantsymbolforenterprisestomarketsegmentationmarketindetailmarketing.Itis moreimportantandlastingintangibleassetsthanenterpriseproducts,andisalsothecore competitivenessofenterprises. Thispaperdiscussesthebrandbuildingstrategyof"Yunyan".Basedonthebrand theory,thispaperanalyzesthemacroenvironmentof"Yunyan"brandindetail,anddeeply studiesthesegmentationmarketofnationalcigarettemarket,andpointsouttheexisting problemsof"Yunyan"brand.Afteranalysis,thepaperputsforwardthecorresponding countermeasures,andformulatesthemarketingplanfromfouraspectsofproducts, channels,communicationandprice,comprehensivelycreatesandincreasesthebrand assetsof"Yunyan",andimprovesthebrandvalueof"Yunyan".Thefirstchapterintroduces theandstudiestheculturalmarketingsegmentationmarketindetailmarketing;thesecond chapterintroducestherelatedtheoryandliteraturereviewofculturalmarketing;thethird chapteranalyzestheexternalmacroenvironmentandthedevelopmenttrendoftobacco industrybySWOTanalysismethod,andstudiestheculturalmarketingsegmentation marketindetail;thefourthchapterisaboutthesystemTheoverallmarketingstrategy, marketsegmentationandpositioningstrategyof"Yunyan"brandaredetermined.Thefifth chapterputsforwardthecorrespondingsafeguardmeasuresofBrandMarketingonthe basisofculturalmarketing;thesixthchaptersummarizesandprospectsthefulltext. Theresearchmethodsofthispaperincludemarketingstrategy.Throughtheresearch, thefollowingconclusionsaredrawn:"Yunyan"BrandMarketingstrategyshouldconform totheindustryorientation,intheBrandMarketing,weshouldpayattentiontothe humanisticspirit,maintainthepeople-orientedpurpose,improvethebusinessphilosophy, andcreatethecorevaluesystem;intheimplementationprocessofYunyanBrand Marketingbasedonculturalmarketing,weshouldpayattentiontothebrandrejuvenation strategy,"lowtar"productstrategyimplementation,"cloud"Thestrategyof"tobacco" brandretailterminalconstructionisimplemented,andthe"Yunyan"brandculture communicationiscontinuouslystrengthened,andthemaintenanceof"Yunyan"brandis comprehensivelystrengthened.Intermsofmarketingmeans,weshouldpayattentionto word-of-mouthcommunication,strengthenexperiencemarketingandenrichpromotion Abstract III means.InordertoguaranteetheprocessofYunyanbrandbuilding,itisnecessaryto improvetheorganizationalguarantee,corporatecultureguaranteeandpersonnelteam guarantee. Keywords:Yunyan;Culturalmarketing;Brandmarketing；Brandmarketing strategy 目录 IV 目录 摘 要....................................................................................................................................I ABSTRACT..............................................................................................................................II 第1章绪 论....................................................................................................................1 1.1研究背景和意 义......................................................................................................1 1.1.1研究背 景.......................................................................................................1 1.1.2研究意 义.......................................................................................................1 1.2国内外文献综 述......................................................................................................2 1.2.1国外文献综 述...............................................................................................2 1.2.2国内文献综 述...............................................................................................3 1.3研究内 容..................................................................................................................4 1.4研究方 法..................................................................................................................4 1.5创新与不足之 处......................................................................................................5 1.5.1论文创新 点....................................................................................................5 1.5.2论文不足之 处................................................................................................5 第2章理论基 础................................................................................................................5 2.1品牌营销理 论..........................................................................................................5 2.1.1品牌营销的概 念............................................................................................5 2.1.2品牌营销的基本策 略....................................................................................6 2.1.3品牌营销的环境分析方 法............................................................................6 2.2文化营销理 论..........................................................................................................7 2.2.1文化营销的特 征...........................................................................................7 2.2.2文化营销的执行策 略...................................................................................8 2.3STP理 论..................................................................................................................9 2.3.1市场细 分.......................................................................................................9 2.3.2目标市场选 择...............................................................................................9 2.3.3市场定 位.....................................................................................................10 第3章文化营销视角下云烟品牌营销现状与存在的问题分析 ..................................10 3.1红云红河烟草集团及云烟品牌概况....................................................................11 3.1.1红云红河烟 草集团简介...................................................................................11 目录 V 3.1.2云