I 摘要 伴随着全球市场竞争环境的激烈变动,品牌在市场营销中占据着越来越重要的地位， 品牌构建与传播是否成功已成为企业在剧烈的市场竞争中取胜的关键因素。延安品牌作 为 SXZY 公司的重要品牌，长期以来在全国卷烟市场中存在着品牌知名度不高，产品单 箱结构较低等问题。随着我国卷烟市场从增量分享阶段转入存量分割阶段，叠加当前宏 观经济下行、行业增长瓶颈以及全球控烟趋严等不利的外部环境，SXZY 公司产品已经 无法满足企业效益提升、利润增长及可持续发展的需要。本文通过对延安品牌营销策略 优化的研究，为卷烟企业实施品牌营销提供了清晰的路径选择，有助于构建并完善适用 于卷烟品牌的营销策略体系，对于丰富卷烟品牌营销理论具有一定的意义。本文以SXZY 公司延安品牌产品为研究对象，运用市场营销理论，结合烟草行业特殊背景和延安品牌 的现实状况，期望通过对延安品牌营销策略现状与存在问题的研究，优化现有营销策略， 谋划该品牌未来发展路径，进一步提升延安品牌的知名度。 本文认为延安品牌要优化营销策略，提高品牌竞争力，就要顺应消费者需求，选择 与品牌理念相匹配的目标消费群体，增加产品个性化与差异化，有针对性地选择目标市 场，发挥好品牌主导产品的作用，强化品牌在消费者心中的形象；从便利性角度出发， 打造品牌特色体验式服务终端，为客户和消费者提供优质体验服务，从多方位加强消费 者对品牌形象的认知；多元化品牌内涵，构建延安品牌文化体系；顺应消费升级大趋势， 不断探索新技术、新材料在卷烟生产中的应用研究，降低生产成本，实现产品创新。优 化后的营销策略要以新型工业企业与商业企业的互助关系为基础，产品创新与质量维护 作为支撑，更人性化的营销服务作为保障，最终才能实现延安品牌营销策略的顺利实施。 关键词，延安品牌，营销策略，卷烟西北大学硕士学位论文 II ABSTRACT With the increasingly fierce competition in the global market, brands occupy an increasingly important position in the marketing strategy. The success of brand building has become a key factor for enterprises to win in the fierce market competition. As an important brand of SXZY, Yan'an brand had a problem of low brand awareness and low single-box structure in the national cigarette market for a long time. As China's cigarette market shifts from the incremental sharing stage to the stock segmentation stage, superimposing the current external macroeconomic downturn, industry growth bottlenecks and global tobacco control, and other unfavorable external environments, SXZY's products can no longer meet the enterprise's efficiency improvement, profit growth and the requirements for continuous development. Through the research on the optimization of Yan'an brand marketing strategy, this paper provides a path for cigarette enterprises to implement brand marketing, which helps to build and improve the marketing strategy system applicable to cigarette brands. It has certain characteristics for enriching cigarette brand marketing theory. The paper aims Yan’an brand, uses the theory about marketing and brand, combines the special background of tobacco industry and the reality of Yan'an brand, and hopes to pass the research on the status and existing problems of Yan'an brand marketing strategy. Optimize existing marketing strategies, plan the future development path of the brand, and further enhance the popularity of the Yan’an brand. This paper believes that Yanan brand should optimize its marketing strategy and improve its brand competitiveness. It must comply with the needs of consumers, select target consumer groups that match the brand concept, increase product personalization and differentiation, and select target markets in a targeted manner. The role of brand-leading products strengthens the image of the brand in the hearts of consumers; from the perspective of convenience, it creates brand-experienced service terminals, provides high-quality experience services for customers, and enhances the brand from multiple perspectives. Enrich its own brand culture, build Yan'an brand culture system; conform to the general trend of consumption upgrading, continuously explore the application research of new technology and new materials in cigarette production, reduce production cost and realize product innovation. The optimized marketing strategy should be based on the mutual assistance relationship between new industrial enterprises and commercial enterprises. Product innovation and quality maintenance as support, and superiorABSTRACT III marketing services as a guarantee, can finally achieve the smooth implementation of brand marketing strategy. KeyYords: Yan’an brand,marketing strategy, cigaretee西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录................................................................................................................................IV 第一章 绪论...................................................................................................................... 1 1.1 研究背景及意义...................................................................................................... 1 1.1.1 研究背景........................................................................................................... 1 1.1.2 研究意义........................................................................................................... 1 1.2 研究对象及方法...................................................................................................... 2 1.2.1 研究对象........................................................................................................... 2 1.2.2 研究方法........................................................................................................... 2 1.3 研究思路与框架...................................................................................................... 3 1.3.1 研究思路........................................................................................................... 3 1.3.2 研究框架........................................................................................................... 3 1.4 国内外研究综述...................................................................................................... 4 1.4.1 国外研究成果................................................................................................... 4 第二章 理论基础.............................................................................................................. 7 2.1 产品生命周期理论.................................................................................................. 7 2.2 市场细分理论.......................................................................................................... 7 2.3 消费行为学理论...................................................................................................... 8 2.4 品牌理论................................................................................................................ 10 2.4.1 品牌理论的发展............................................................................................. 10 2.4.2 品牌资产..........................................................................................................11 2.5 顾客满意度理论.................................................................................................... 12 2.6 网络营销理论........................................................................................................ 13 2.7 分析工具................................................................................................................ 13 2.7.1 PEST 分析模型 .............................................................................................. 13 2.7.2 SWOT 分析模型 ............................................................................................ 14目 录 V 2.7.3 波士顿矩阵 .....................................................................................................15 第三章 延安品牌卷烟营销环境分析............................................................................17 3.1 外部环境分析 ........................................................................................................17 3.1.1 宏观环境分析 .................................................................................................17 3.1.2 行业环境分析 .................................................................................................18 3.1.3Y 市卷烟市场概况 ..........................................................................................18 3.2 内部环境分析 ........................................................................................................20 3.2.1 品牌简介（延安品牌发展沿革） .................................................................20 3.2.2 资源能力 .........................................................................................................21 3.2.3 发展瓶颈 .........................................................................................................22 3.3 延安品牌营销现状 SWOT 分析...........................................................................22 3.3.1 延安品牌自身优势 .........................................................................................22 3.3.2 延安品牌自身劣势 .........................................................................................23 3.3.3 延安品牌发展机遇 .........................................................................................24 3.3.4 延安品牌发展威胁 .........................................................................................24 第四章 Y 市场延安品牌卷烟营销现状与问题分析....................................................25 4.1 产品策略现状 ........................................................................................................25 4.1.1 延安产品品规 .................................................................................................25 4.1.2 延安品牌结构现状 .........................................................................................26 4.1.3 延安品牌产品评价 .........................................................................................27 4.2 定价策略现状 ........................................................................................................28 4.3 渠道策略现状 ........................................................................................................28 4.3.1 货源投放策略 .................................................................................................29 4.3.2 零售终端策略 .................................................................................................30 4.4 促销策略现状 ........................................................................................................31 4.5SXZY 公司延安品牌卷烟营销策略存在问题分析..............................................32 4.5.1 品牌定位不精确 ............................................................................................32 4.5.2 产品价类分散 ................................................................................................32 4.5.3 销售渠道选择单一 ........................................................................................32 4.5.4 产品促销缺乏新颖性 .....................................................................................33西北大学硕士学位论文 VI 第五章 延安品牌营销策略优化设计............................................................................ 34 5.1 延安品牌卷烟优化目标........................................................................................ 34 5.2 消费者策略............................................................................................................ 34 5.2.1 延安品牌卷烟定位策略................................................................................. 34 5.2.2 延安品牌卷烟价值定位................................................................................ 35 5.2.3 延安品牌卷烟风格选择................................................................................ 35 5.3 延安品牌终端展示策略........................................................................................ 36 5.4 延安品牌传播与推广策略.................................................................................... 37 5.4.1 品牌文化策略................................................................................................. 37 5.4.2 促销活动策略................................................................................................. 38 5.4.3 开展市场调研................................................................................................. 38 5.5 延安品牌成本策略................................................................................................ 39 5.5.1 降低物流成本................................................................................................. 39 5.5.2 顺应消费升级趋势......................................................................................... 39 5.5.3 提高技术创新能力......................................................................................... 39 第六章 延安品牌营销策略保障措施............................................................................ 41 6.1 工商协同营销........................................................................................................ 41 6.1.1 协同渠道建设................................................................................................. 41 6.1.2 协同培育品牌................................................................................................. 41 6.1.3 信息共享......................................................................................................... 42 6.2 优化营销服务........................................................................................................ 42 6.2.1 加快销售队伍职能转型................................................................................. 42 6.2.2 加强营销队伍培训......................................................................................... 43 6.2.3 拓宽成长通道................................................................................................. 43 6.2.4 实施激励薪酬................................................................................................. 43 6.3 产品创新与质量维护............................................................................................ 43 6.3.1 提高自主研发能力......................................................................................... 43 6.3.2 注重科研人才培养......................................................................................... 44 6.3.3 产品质量全过程监控..................................................................................... 44 第七章 结论与不足........................................................................................................ 45目 录 VII 7.1 研究结论 ................................................................................................................45 7.2 研究局限性 ............................................................................................................45