摘
要
21世纪，烟草行业竞争日趋白热化，作为国家专卖产品，烟草品牌的价值塑造是最
有差异性、特色性的竞争手段，品牌对于消费者的满意度、认可度正逐步取代价格竞争，
如何提高烟草品牌价值，增加客户黏度，挖掘潜在客户，契合客户需求，是烟草企业在
塑造品牌、打造品牌、提升品牌时考虑的重要问题。
笔者结合管理学、营销学中的 PEST分析、SWOT分析、4P营销理论、体验营销、
网络营销、创新营销等营销理论。以 JS品牌为蓝本，通过对 JS品牌的现行产品策略、
价格策略、促销策略、渠道策略进行分析，结合 PEST分析、SWOT分析发现品牌存在
的提升空间，对品牌营销 4P策略进行优化。
论文对烟草企业在探索品牌营销策略上有一定的借鉴作用，对烟草企业提升品牌价
值有一定的理论借鉴价值。
关键词：SWOT分析；4P营销理论；营销策略优化；提升品牌价值
II
Abstract
In the 21st century, thecompetition in the tobacco industry has become
increasingly fierce. As a typical oligopoly market, brand value shaping is the most
differentiated and characteristic meansof competition in the tobacco industry.
Consumer satisfaction and recognitionof brands are gradually replacingprice
competition. How to improve the tobacco brand value, increase customers loyalty,
mining potential customers, fit the needs of customers are important issues that
tobacco enterprises need to consider when they shape, build, and enhance their
brands.
Combining the management and marketing theories, including the analysis of
PEST and SWOT, 4P theory, experiential, network, and innovation marketing, taking
JS as the model, analyzing its current strategies of product, price strategy, promotion,
and channel, the author finds where the brand can be improved and optimizes its 4P
marketing strategy.
The thesis has certain theoretical reference value for tobacco enterprises to
explore brand marketing strategy, enhance brand value, and optimize marketing
strategy.
Key Words: SWOT analysis; 4Ps marketing strategy theory; Optimization of
marketing strategy; Enhance brand value
III
目录
1绪论............... 1
1.1研究背景.................. 1
1.1.1烟草行业背景.............. 1
1.1.2实践意义和价值.......... 1
1.2文献综述.................. 2
1.2.1国内研究现状.............. 2
1.2.2国外研究现状.............. 3
1.3研究思路与内容............. 3
1.3.1研究思路............... 3
1.3.2研究内容............... 3
2理论基础.............. 4
2.1PEST分析................4
2.1.1PEST分析的由来...............4
2.1.2
PEST分析的运用.............4
2.2SWOT分析..............4
2.2.1SWOT分析的由来.............4
2.2.2SWOT分析的运用.............5
2.34P营销理论............. 5
2.3.14P营销理论的由来............ 5
2.3.24P营销理论在本文中的应用.......... 5
2.4体验营销、网络营销、营销创新............. 5
2.4.1体验营销、网络营销、营销创新的由来..... 5
2.4.2体验营销、网络营销、营销创新在本文中的运用... 6
3品牌营销内外部环境分析.............. 8
3.1外部环境分析................. 8
3.1.1烟草行业发展分析............. 8
3.1.2烟草行业PEST分析........10
3.2内部环境分析............... 14
3.2.1品牌简介............. 14
3.2.2近年JS品牌发展概况.............14
3.2.32022年内部销售数据分析............ 15
3.3JS品牌 swot分析................17
3.3.1优势.............. 17
3.3.2劣势.............. 17
IV