白沙牌香烟的差异化定位研究

湖南大学硕士学位论文白沙牌香烟的差异化定位研究姓名：周阳申请学位级别：硕士专业：工商管理指导教师：于坤章20070401IIWTO555SWOTIIIAbstractAlongwithChinajoiningWTO,Ourcountrytobaccomarketfurthermovestowardstheinternationalization.Facingtheoutsidestrongbrandcompetition,ourcountrytobaccobrandstrengthisobviouslyinsufficient.Underthenationalbureau'sinstruction,thecigaretteenterprisesfacethebigbrand,thebigenterprise,thebigmarketthedirectionthatisdeveloping.Inthelastfewyears,itcarriesonunceasinglyenterprisesthereformreorganization.Throughtheconformityresources,theenterprisebecomesstrongerthanbefore.TheBaishabrandastheChinesetypecigaretterepresentative,itiskeepingthefirstpositioninthesalesvolumeinthedomesticmarket,butcomparewithinternationaltobaccogiantlikeMarlboro,555,thegentlesevenitsmarketisdiffertoofar.HowthereforefurtherexpandstheBaishabrandproportioninmarket?Howtofaceoutsidebrandschallenge?Thequestionliketheseandsoonhasgraduallybecometheresearchtopic.ThisarticleisbasedonBaishabrandcigaretteastheresearchobject,carryingontheBaishabrandcigarettetothedifferentiatedpositioningasthemainresearchtopic.Ithascarriedonthethoroughmarketinvestigationandtheanalysisusingthedifferentiatedpositioningtheoryandtheconsumerbehavioralanalysismethodtothecigarettemarket,conductingtheresearchandtheanalyzingtotheBaishabrandcigarette.TheThesis,firstly,carriesonthetheoreticallyanalysistothepositioningdefinitionandthesuccessionalvariationalprocess,andthenbeginsfromthedomesticandforeigntobaccomarketdevelopmentsurveyandthetendency,analyzingthedomesticandforeigneachcompetitionbrandthegoodandbadpoints,aswellasnowthepolicyenvironmenttothecigaretteprofessioninfluence,andthentakingtheconsiderationoftheBaishacigaretteintotheSWOTanalysismethodaccordingtoitsinternaldevelopmentsituation.Throughthemarketinvestigationandstudy,basingontheconsumerbehaviorwaytothecigarettemarketsegmentatationandthetargetmarketchoice,itgivessomeadviceabouttheconcretedifferentiatedpositioningthoughtandthepositioningsafeguardmeasure.KeyWords:Differentiate;Positioning;ConsumerBehavioralAnalysis;Segmentation;TargetingVI1.1........................................................................................41.2....................................................................................92.12005........................................................112.22001-2005.............................................................122.31997-2004..................................................142.41997-2004..................................................152.52004-2005.........................................................192.620042005...............................252.720042005...................................................................................................................253.1....................................................313.2...........................................................313.3...................................................................324.1..........................................................................................41VII2.12006............................................152.220051-12...................................................182.32005.................................192.4......................................................................................222.5...........................................................................242.6SWOT......................................................................263.12002-2004...................27I1______25111.12003200620002000200532520051002001(PM)(BAT)()1800165090017%15.3%8.3%40.6%2005154200617040005%100030%2006821.2[1][2]1.2.1Positioning[3][4]196963(1)205050[5]RUSPUniqueSellingProposition(2)60[6]D(3)70419861.2.2[1][7]1.11.1(1)(2)(3)(4),,(5)5(6)[1][8][9][2][10][11][12]61.2.3[13]Segmentation(Targeting)PositioningSTP[14]SWOT7[15][16](1)(2)(3)(4)[17](1)(2)CICI8(3)(4)24[18](1)(2)(3)(4)9(1)(2)(3)1.31.3.11.2SWOT101.3.21STP2SWOT3451122.12.1.12.1.1.11303.4%4.4%4.4%10.7%25.0%23.0%29.1%2.120052.1200547.6%70.9%1226.20%24.30%23.30%21.90%19.50%43.70%44.80%45.30%45.90%47.60%30.10%30.90%31.40%32.20%32.90%200120022003200420052.22001-2005200143.70%200547.60%200126.20%200519.50%[19][20](1)AhriaGroup20055005015.6180200599001980124.120051079.5978.5165.919.9[21]200547276.2(2)BritishAmericanTobacco20055002206481791318090249200567602697382716214182005239.824.2190.5(3)JapanTobacco2686020053.2620055002302006191[22]10%23%3.111%200529820.6277.746645.1434.42733.725.5(4)ImperialTobacco30130200319132002522005112.610.462.62.1.1.210%20042002[23]20011049200214758200358220044232005325200622420043200531026.4%84.7%39.5%.200689.4%4.531.9%5.681001997200437010.9%150001550016000165001700017500180001850019000199719981999200020012002200320042.31997-200420043755.720033594.9160.84.5%1997200410%1514500150001550016000165001700017500180001850019000199719981999200020012002200320042.41997-2004902004200520061010[24]2.1200620065200672006720061020061042006113200611162006111501120051000700500393200103003201263007467002.1.22.1.2.1WTO2001WTO[25]12320054520041999