贵州中烟集团卷烟品牌战略管理分析word格式论文.docx

贵州大学工商管理硕士学位论文SUMMARYAlong with the gradual formation of economic integration and Chinas rapid integration into the global market, foreign tobacco industry giants a threat to the tobacco market in China becomes increasingly obvious. At the same time, through national tobacco reform and the tobacco industry for several decades of development, the increasingly fierce market competition, brands have become the focal point of competition in the tobacco business. Guizhou Tobacco Group in order to keep their place in global competition, and seek further development, we must build and maintain a good own brand, and all around the brand, create a strong brand.In this paper, the analysis of Guizhou in the smoke of the current internal and external environment in which to start, such as global cigarette environment, status and trends of the development of domestic cigarettes, but also pointed out the smoke in the basic situation of Guizhou, Guizhou in the smoke of the existing brand strategy in-depth analysis, pointing out the shortcomings of the existing brand strategy and weaknesses.Then the use of SWOT model Guizhou Tobacco Groups strengths, weaknesses, opportunities and threats in the diagnosis, as well as competitors in the same industry are analyzed, goes on to identify the strategic objectives of Guizhou in the smoke and that smoking in the heart of Guizhou strategic objectives is through the brand integration and brand systems management, and create Guizhou Tobacco has strong market visibility and influence of product brand and improve the overall competitiveness of product brands and enhance their overall competitive advantage and achieve Huangguoshu , your cigarette brand The fly with both wings, the strategic objectives under this competition in Guizhou Tobacco strategy of choice, the main difference between strategy, multi-brand strategy, but also pointed out the functions related to strategy, a quality strategy, technological innovation strategy, brand culture s