邵阳市烟草公司省外卷烟品牌培育研究

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1、中南大学硕士学位论文邵阳市烟草公司省外卷烟品牌培育研究姓名：赵丽珍申请学位级别：硕士专业：工商管理指导教师：高阳20081101摘要随着中国加入了WTO，签署《烟草控制框架公约》，中国卷烟市场竞争加剧。为有效满足卷烟市场的消费需求，应对多变的市场竞争，提升烟草商业企业卷烟品牌培育能力己刻不容缓。提升邵阳烟草省外卷烟品牌培育能力，刺激省外卷烟在邵阳市场的消费是NFEt烟草解决市场供求矛盾、保持经济持续增长、增强企业核心竞争力的唯一途径。本文对大量国内外品牌培育理论及实践作用进行了研究，对邵阳市卷烟消费市场开展深度调研，

2、重点分析了邵阳烟草省外品牌培育的外部、内部环境及卷烟消费行为特点，针对目前烟草商业企业品牌培育存在的问题，从六个方面对邵阳烟草省外卷烟品牌培育体系进行设计。对品牌培育的措施进行创新，设计了追场站柜促销、针对零售环节的激励方案、针对消费环节的拉动方案及工商协同培育品牌措施等。结合红河品牌在邵阳市场的推广活动，动员各方面的力量来确保省外卷烟品牌培育的顺利进行，从而推动整个邵阳烟草的发展。关键词品牌培育，卷烟消费市场调研，追场站柜促销，零售激励，消费拉动ABSTRACTUnderthestationofChinaacces

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