摘要
I
摘要
玉溪品牌是云南中烟众多品牌中的明珠，在迅速扩大的高端卷烟这块顶端
阵地中，让玉溪品牌能牢固占有自己的一席之地，不但能为企业创造可观的经
济价值，更能引领云产烟整体的品牌形象提升。但目前玉溪品牌目前发展面临
着巨大的挑战：一是整个行业的高端烟增幅较为可观，而玉溪品牌作为高端市
场中强有力的竞争品牌，却一直呈现下滑趋势，品牌价值逐渐缩水。二是随着
禁烟、控烟政策进一步收紧，特别是新广告法对烟草广告的严厉限制，玉溪品
牌卷烟在零售终端的宣传推广受到了极大限制。三是玉溪品牌传统终端营销（比
如团购、终端买赠、集合换礼等活动）“力度大、广撒网、落地实”等优势逐步
由于人员费用的上涨、信息传播受限等原因而收效越来越低。一系列挑战对玉
溪品牌的营销工作提出了新的要求，需要顺应市场进行创新和变革

随着互联网在日常生活中的应用越来越多，广大消费者越来越依赖于移动
手机，那么企业的营销由传统营销转变成借助移动网络创新性的开展网络营销，
就变成趋势。网络营销不仅能够帮助烟草工业企业打破由于受政策和法律限制
而造成的营销壁垒，扩大营销渠道和路径，更能够在信息时代快速的获取消费
者信息、准确的进行分析、精准的开展营销，帮助企业获取消费者的心智资源

在此背景下，本文以玉溪品牌为研究对象，采用文献研究、理论研究、二
手数据和问卷调研、案例研究等结合的方法，重点以网络营销 SURE 理论（口碑
扩散、关系融合、路径营销、精准营销）为基础理论，根据烟草行业的特点和
局限衍生出“WCRE”（口碑营销、社群营销、路径营销和精准营销）作为思考
框架，同时根据品牌传播理论，对玉溪品牌现阶段网络营销提出策略建议以及
配套保障措施。本文通过研究和结论，解决当前玉溪品牌的稳销量、提结构、
促发展的现实问题，同时研究结论丰富和发展了现有的卷烟网络营销相关研究

关键词：玉溪品牌，卷烟营销，网络营销，工业企业Abstract
II
Abstract
Yuxi brand is the pearl in yunnan ZhongYan numerous brands, high-end cigarettes
in the top positions in the rapidly expanding, yuxi brand can occupy their position,
not only for enterprise to create significant economic value, can lead the cloud of
smoke as a whole more brand image promotion. But currently yuxi brand
development is facing enormous challenges: one is the industry&39;s high-end smoke
more respectable, and strong competition in yuxi brand as a high-end market brand,
has been declining trend, brand value is gradually shrinking. Secondly, with the
further tightening of tobacco control and tobacco control policies, especially the strict
restrictions on tobacco advertising, the promotion of yuxi brand cigarette in the retail
terminal has been greatly restricted. Three is a traditional yuxi brand marketing (such
as group purchase, terminal to buy a gift, collection in the ritual activities) strength
big, wide net and fall to the ground characteristics gradually because of higher staff
costs, such as information dissemination co., LTD has achieved more and more low.
As the Internet application in daily life is becoming more and more consumers
more and more dependent on mobile phones, so the marketing of enterprises from the
traditional marketing into using innovative mobile network to carry out the network
marketing, become the trend. Network marketing can not only help the tobacco
industry enterprises break due to restricted by policy and legal barriers to marketing,
expand marketing channels and paths, and even can get consumers information in the
information age of rapid and accurate analysis, precise marketing, help enterprises to
obtain consumers&39; mental resources.
In this background, this article with yuxi brand as the research object, using
literature research, theoretical research, secondary data, and with the method of
questionnaire investigation, case study and so on, the key to network marketing
SURE theory (word-of-mouth spread, the path of relationship between fusion,
marketing, precision marketing) on the basis of theory, according to the
characteristics of the tobacco industry and limitations derived WCRE (word of
mouth marketing, social marketing, marketing and accurate path) as a thinkingAbstract
III
framework, at the same time, according to the theory of brand communication of yuxi
brands present the network marketing strategy suggestion and supporting measures.
In this paper, through research and conclusion, to solve the current yuxi brand sales,
structure, promote the development of the real problem, at the same time the research
conclusion enriched and developed the existing network of cigarette marketing
related research.
Key words：Yuxi brand；cigarette marketing；Internet marketing,；industrial
enterprises目录
IV
目 录
摘要 I
Abstract......II
第一章 绪论........1
第一节 研究背景....1
第二节 卷烟网络营销国内外研究现状....3
一、国外研究现状 ......3
二、国内研究现状 ......4
第三节 目的和意义5
第四节 研究方法和技术路线........6
一、研究方法..6
二、技术路线..6
第五节 研究内容....7
第二章 相关理论综述......9
第一节 网络营销理论........9
一、SURE 网络营销理论.......9
二、基于 SURE 网络营销理论的 WCRE 卷烟网络营销框架.......10
第二节 口碑营销理论......12
一、病毒营销理论 ....13
二、体验营销理论 ....13
第三节 社群营销理论......14
第四节 路径营销理论......15
第五节 精准营销理论......15
第六节 品牌传播理论......15
第三章 玉溪品牌卷烟营销环境分析... 17
第一节 玉溪品牌简介......17目录
V
一、公司简介17
二、玉溪品牌发展战略 ........18
第二节 宏观环境分析......19
一、政治环境19
二、经济环境21
三、社会环境22
四、技术环境22
第三节 市场与消费者分析..........23
一、市场分析23
二、消费者分析.
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