贵州中烟工业公司卷烟品牌战略分析word格式论文.docx

贵州大学工商管理硕士学位论文摘要本文在对品牌战略的相关理论进行了筛选和整理后,利用模块分析法、SWTO 模型分析、理论联系实际相结合、静态和动态分析相结合，定性和定量相结合 等方法，对贵州中烟工业公司的企业现状，品牌竞争状况及品牌战略规划等进 行了详细的分析。为贵州中烟工业公司的品牌把脉，找出企业品牌建设中存在 的问题。然后按照理论指导实践的原则，从理论结构，模型建立上，对贵州中 烟工业公司的品牌战略进行了梳理，理顺企业品牌战略规划的程序，重新制定 了企业的品牌战略构想及实施方案。针对性地提出了企业的双品牌战略构想， 并就具体品牌重新进行了定位，就品牌个性、品牌形象、品牌结构调整及品牌 推广传播等方面提出具体的实施方案。由于品牌战略是一门实践性，操作性很强的科学，本次研究我把重心放在 品牌战略在企业的实践运用上。烟草行业是政策性很强的行业，它与传统流通 企业在营销模式和品牌战略选择上有很大差异，进行这个方面研究的资料不多。 我选择该课题，希望能把学习到的理论知识充分运用到工作实践，为企业所用， 探索一条品牌兴企的道路。同时也希望能丰富这方面研究的成果，为今后该课 题研究提供资料参考。关键词： 卷烟，品牌，战略，规划，建设分类号： F274SummaryIn this paper, the relevant theories of brand strategy were screened and, after finishing the use of the module analysis, SWTO model analysis, combining theory with practice, static and dynamic analysis combining qualitative and quantitative methods combined to Guizhou Tobacco Industry the companys corporate status, competition in the brand and brand strategic planning carried out a detailed analysis. Guizhou Tobacco industry pulse of the companys brand, corporate brand building to identify problems. Then in accordance with the principles of theory to guide practice, from the theoretical structure, model building on the right Guizhou Tobacco industry strategy for the companys brand and sorted, straighten out the corporate brand strategy planning process, re-established the concept of corporate brand strategy and implementation. Puts forward the concept of dual-brand strategy of enterprises, and on the specific brand re-positioning on the brand personality, brand image, brand and brand promotion of structural adjustment and other aspects of dissemination of concrete implementation plans. Puts forward the concept of dual-brand strategy of enterprises, and on the specific brand re-positioning on the brand personality, brand image, brand and brand promotion of structural adjustment and other aspects of dissemination of concrete implementation plans.As the brand strategy is a practical, workable strong science, this study I focus on the practice