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1、工商管理硕士学位论文AbstractAlongwithChinajoiningWTO,Ourcountrytobaccomarketfurthermovestowardstheinternationalization.Facingtheoutsidestrongbrandcompetition,ourcountrytobaccobrandstrengthisobviouslyinsufficient.Underthenationalbureau'sinstruction,thecigaretteenterprisesface"thebigbrand,thebigenterprise,th
2、ebigmarket"thedirectionthatisdeveloping.Inthelastfewyears,itcarriesonunceasinglyenterprisesthereformreorganization.Throughtheconformityresources,theenterprisebecomesstrongerthanbefore.TheBaishabrandastheChinesetypecigaretterepresentative,itiskeepingthefirstpositioninthesalesvolumeinthedomesticmar
3、ket,butcomparewithinternationaltobaccogiantlikeMarlboro,555,thegentlesevenitsmarketisdiffertoofar.HowthereforefurtherexpandstheBaishabrandproportioninmarket?Howtofaceoutsidebrandschallenge?Thequestionliketheseandsoonhasgraduallybecometheresearchtopic.ThisarticleisbasedonBaishabrandcigaretteasther
4、esearchobject,carryingontheBaishabrandcigarettetothedifferentiatedpositioningasthemainresearchtopic.Ithascarriedonthethoroughmarketinvestigationandtheanalysisusingthedifferentiatedpositioningtheoryandtheconsumerbehavioralanalysismethodtothecigarettemarket,conductingtheresearchandtheanalyzingtothe
5、Baishabrandcigarette.TheThesis,firstly,carriesonthetheoreticallyanalysistothepositioningdefinitionandthesuccessionalvariationalprocess,andthenbeginsfromthedomesticandforeigntobaccomarketdevelopmentsurveyandthetendency,analyzingthedomesticandforeigneachcompetitionbrandthegoodandbadpoints,aswellasn
6、owthepolicyenvironmenttothecigaretteprofessioninfluence,andthentakingtheconsiderationoftheBaishacigaretteintotheSWOTanalysismethodaccordingtoitsinternaldevelopmentsituation.Throughthemarketinvestigationandstudy,basingontheconsumerbehaviorwaytothecigarettemarketsegmentatationandthetargetmarketchoi
7、ce,itgivessomeadviceabouttheconcretedifferentiatedpositioningthoughtandthepositioningsafeguardmeasure.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.
