河北中烟工业公司“钻石120”品牌营销策略分析

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1、河北中烟“钻石120”品牌营销策略研究RESEARCH0NMARKETINGSTRATEGYOFCHINAHEBEITOBACCOCOMPANY’S“DIAMOND120”BRANDABSTRACTThetobaccoindustryiaapillarindustryofChina’Snationaleconomy．AlongwithChinahasjoinedWTOandtheWorldHealthOrganization，thedeepeningofeconomicglobalization，ourtobaccoi

2、ndustryisfacedwithstrongpressurefromtheinternationaltobaccogiantsandourtobaccogiants．WiththedomesticandinternationalcigarettemarketcompetitioniSintensifying，ourtobaccocompetitionevolvedintoahighstrengthandahighlevelfromthelow—levelcompetition，ourtobaccoindustryc

3、hangesconstantlyandwalkwithintheindustrytore—shufflestage．Asaresult，the“diamond120”brandofChinaTobaccoHebeiIndustrialCorporationhavetoconsiderthe‘‘diamond120’’brandpositioninganddevelopmentfromastrategicheightforanuncertainfuturechangesinthetobaccomarketandthest

4、rictcompetitionfromothercigarettebrandsal1overtheworld．“diamond120”cigarettesbrandiSonlythroughtheimplementationofbrandmarketingactivitiesforenhancing“diamond120”brandofproductqualityandbrandconnotation，eontinuouslyinanefforttoraisethebrand’Smarketcompetitivenes

5、s，canbesurvivedintheintensivelycompetitivecigarettemarket．Thebrandandbrandmarketingtheoriesarereviewedandanalyzedatfirstinthepaper．Andthen，thepaperputforwardthebasicprinciplesandbasiCproceduresofCigarettebrandmarketingactivitieswhichisthetheoreticalbasiSforthede

6、velopmentofChinaHebeiTobaccoCompany’S“diamond120”brandmarketingstrategies．Andthen，followedbyanalysiSofthebrandcompetitivenesssituationofthetobaccoindustries，competitivenessinternalandexternalsourcesand2青岛科技大学研究生学位论文itsformation．Then，thePESTanalysismodelandPorter

7、’Sfive—forcesmodeltoanalyzethemacroenvironmentandindustryconditionsthatChinaHebeitobaccocompaniesfacingwhenimplementthebrandmarketing，focusingOnanalysisofChinaHebeiTobaccoCompany“diamond120”thebasicsituationandproblemsofbrandmarketing．Onthebasis，coupledwiththeco

8、mpetitioninthemarketenvironmentandtheenterprise’sownstrengthwhichChinaHebeiTobaccoCompanyfacing，fromthebrand—nameproducts，brandpositioning，brandcommunicationandpromot