湖南中烟品牌发展策略分析

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1、ABSTRACTBrandmarketinghasbecometheonlyoptionofthetobaccoindustryofourcountrytodealwiththedomesticandforeigncompetition．ThekeyissueswhichneedtObesolvedbyChinaTobaccoHunanIndustrialCorporation(UNANTIC)aretohowtocarryoutbrandbuilding，howtoimprovethebrand

2、’Sreputationandhowtomakethebrandbebiggerandstronger．Basedonthiscontext，itisveryimportanttostudythe‘‘Furongwang"and“Baisha”．BasedonthestatusandtheexistingproblemsofUNANTIC．competitiveenvironmentsofthedomesticandforeignarestudiedSOthatstrategyanddesigno

3、fthebrandmarketingofthe‘‘Furongwang”and‘‘Baisha’’areputforwardtoofferthereferencesfortheformulationandimplementationofbrandmarketingofUNANTIC．Thepaperisdividedintofiveparts：thefirstiSintroductionthatiscomprisedofthebackground，purposeandsignificanceand

4、researchstatusathomeandabroad；thesecondiSthetheoreticalanalysisofbrandmarketingthatincludestheconcept，characteristicsandroleofbrandmarketingandthedistinctionbetweenbrandmarketingandthetraditionalmarketing．ThethirdpartiSthecompetitiveenvironmentsofUNAN

5、TICthatincludeforeignmarketconditionsandcharacteristicsofthedomestictobaccoindustryandanalyzethemajorcompetitorsofthedomestictobaccoindustryandthecharacteristicsofbrandmarketing；thefourthpartistofoCUSonthein—depthanalysisofthestatusofUNANTIC’Sbrandmar

6、keting．BasedontheoverviewofUNANTIC．thestatusofbrandmarketingof‘‘Furongwang’’and“Baisha”isanalyzed．Thestatusiscomposedofthreeparts．Thefirstisthat“Furongwang’’and‘‘Baisha”，asanationalkeybrand．aresupported．ThesecondiSthechannelconstructionof‘‘Furongwang’

7、’and‘‘Baisha'’．Thethirdisbrandmarketingandmanagementof“Furongwang”and“Baisha’’．ThefourthiStheoperationof“Furongwang’’and‘‘Baisha"．Basedonthesetheory,usingthemethodofsurvey’marketresearchiScarriedoutforthebranddevelopmentof‘‘Furongwang’’and‘‘Baisha’’in

8、termsofthemarketperformance，thepz‘ospectofcompetitionandthetransmissionofvalue；ThefilthpartisthatthestrategyanddesignofUNANTIC’Sbrandareproposed．Therearesixparts．ThefirstisthatbasedontheintegratedcultureafterintegratingtheUNANTIC，thepositionan