资源描述：
《白沙牌香烟的差异化定位研究》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、工商管理硕士学位论文AbstractAlongwithChinajoiningWTO,Ourcountrytobaccomarketfurthermovestowardstheinternationalization.Facingtheoutsidestrongbrandcompetition,ourcountrytobaccobrandstrengthisobviouslyinsufficient.Underthenationalbureau'sinstruction,thecigaretteenterpris
2、esface"thebigbrand,thebigenterprise,thebigmarket"thedirectionthatisdeveloping.Inthelastfewyears,itcarriesonunceasinglyenterprisesthereformreorganization.Throughtheconformityresources,theenterprisebecomesstrongerthanbefore.TheBaishabrandastheChinesetypecigaret
3、terepresentative,itiskeepingthefirstpositioninthesalesvolumeinthedomesticmarket,butcomparewithinternationaltobaccogiantlikeMarlboro,555,thegentlesevenitsmarketisdiffertoofar.HowthereforefurtherexpandstheBaishabrandproportioninmarket?Howtofaceoutsidebrandschal
4、lenge?Thequestionliketheseandsoonhasgraduallybecometheresearchtopic.ThisarticleisbasedonBaishabrandcigaretteastheresearchobject,carryingontheBaishabrandcigarettetothedifferentiatedpositioningasthemainresearchtopic.Ithascarriedonthethoroughmarketinvestigationa
5、ndtheanalysisusingthedifferentiatedpositioningtheoryandtheconsumerbehavioralanalysismethodtothecigarettemarket,conductingtheresearchandtheanalyzingtotheBaishabrandcigarette.TheThesis,firstly,carriesonthetheoreticallyanalysistothepositioningdefinitionandthesuc
6、cessionalvariationalprocess,andthenbeginsfromthedomesticandforeigntobaccomarketdevelopmentsurveyandthetendency,analyzingthedomesticandforeigneachcompetitionbrandthegoodandbadpoints,aswellasnowthepolicyenvironmenttothecigaretteprofessioninfluence,andthentaking
7、theconsiderationoftheBaishacigaretteintotheSWOTanalysismethodaccordingtoitsinternaldevelopmentsituation.Throughthemarketinvestigationandstudy,basingontheconsumerbehaviorwaytothecigarettemarketsegmentatationandthetargetmarketchoice,itgivessomeadviceaboutthecon
8、cretedifferentiatedpositioningthoughtandthepositioningsafeguardmeasure.KeyWords:Differentiate;Positioning;ConsumerBehavioralAnalysis;Segmentation;TargetingIII白沙牌香烟差异化定位研究插图索引图1.1定位形成的示意图.
