I 摘要 云烟品牌拥有悠久的历史文化底蕴和先进的工艺质量,是云南中烟“1+4+X” 品牌发展格局中的核心品牌之一，同时也是云南经济支柱产业的重要部分。日益 严峻的卷烟市场竞争环境和传播环境，对云烟品牌发展提出了严峻的考验。 本文以云烟品牌为研究对象，在阐述云烟品牌背景、本文研究意义及研究内 容的基础上，系统回顾了品牌整合营销传播的相关理论。本部分首先介绍与研究 相关的品牌、品牌整合营销传播、品牌文化的三部分内容，并重点介绍了整合营 销传播的关键特征和4P、4C理论，以及品牌整合营销传播的相关理论。接着， 作者介绍了云烟品牌发展概况，对云烟品牌形象、个性、文化建设情况进行了分 析，并对云烟品牌满意度进行调查，从高端品牌、传统品牌、新品三个方面分别 对高端消费者、中端消费者的购买行为进行调查分析，为下一步策略的提出提供 依据。在对云烟品牌整合营销传播手段及内容的分析后，作者得出云烟品牌整合 营销传播面临的主要问题有传播渠道受阻、传播内容受限，以消费者为中心的理 念不突出，云烟品牌文化核心理念不清晰，传播媒介整合力度不够的四方面问题。 最后，作者从突破传播壁垒、整合消费者、整合传播内容、整合传播媒介四个方 面对云烟品牌整合营销传播策略进行优化。突破传播壁垒方面，作者认为可以利 用新兴媒体中社区、俱乐部的相对封闭的传播环境特点和人际传播更直接、更有 效的特点，能在合法合规的情况下进行品牌相关信息的传播，这是云烟品牌整合 营销传播的基础；整合消费者方面，作者认为可以以建立数据库的方式，对消费 者进行精准传播；整合传播内容方面则以“云”为核心，强势输出云烟品牌文化； 整合传播媒介则从平台、内容、方法三个维度对云烟品牌整合营销传播媒介进行 梳理和重塑。 本文的研究不仅有利于云烟品牌整合营销传播策略的不断优化，提高消费者 忠诚度，提升品牌价值，同时希望能为国内其他烟草工业企业品牌整合营销传播 策略的制定起到一定的借鉴作用。 关键词：云烟品牌；整合营销传播；消费者；传播内容；传播媒介 Abstract II Abstract Withalonghistoryandculturalheritage,the YunYan brandisfamousforits advancedcraftingtechnologyandhighproductquality.Itisoneofthecorebrandsin the"1+4+X"branddevelopmentpatternofYunnanChinaTobacco,aswellasan importantpartofthepillarindustryofYunnanprovince'seconomy.Theincreasingly severecompetitionandcommunicationenvironmentinthecigarettemarkethaveput forwardarigorouschallengetothedevelopmentofthe YunYan brand. The YunYan brandwastakenastheresearchtarget.Basedontheelaborationson thebrand’sbackground,researchsignificance,researchcontents,andregulations relatedtothetobaccomarket,thisdissertationsystematicallyreviewedtheoriesof integratingmarketingcommunication.Thefirstpartintroducestherelevantbrandsof theresearch,brandintegratedmarketingcommunication,andthebrand’sculture,with anemphasisonthekeyfeaturesoftheintegratedmarketingcommunication,the theoriesof4Pand4C,andotherrelevanttheoriesrelatedtotheintegratedmarketing communication.Afterward,theauthorintroducesthegeneraldevelopmentofthe Yunyanbrandaswellasanalyzedtheimage,character,andculturalconstruction situationofthebrand.Meanwhile,asurveywasconductedtoinvestigatethe customers’satisfactionwiththeYunyanbrand.Datawascollectedseparatelyfrom high-endandlow-endcustomersontheirpurchasingbehaviorsofhigh-end-brand, traditional-brand,andnew-brandtobaccos.Thesurveyresearchprovidedreferences forthestrategiesonthenextstep.AfteranalyzingtheYunyanbrand’sintegrated marketingcommunicationmethodsandcontents,theauthorconcludedfourmajor problemsforthebrand:1)communicationchannelsareblockedandthe communicationcontentarerestricted;2)theconsumer-centeredconceptisnot prominent;3)thecoreconceptofYunyanbrand’scultureisunclear;and4)the integrationofcommunicationmediaisnotsufficient.Finally,theauthoroptimizedthe strategiesfortheYunyanbrand’sintegratedmarketingcommunicationfromfour Abstract III aspects,includingthebreak-throughofthecommunicationbarrries,theintegrationof consumers,theintegrationofcommunicationcontents,andtheintegrationof communicationmedia.Regardedthebreak-throughofthecommunicationbarriers, theauthorproposedtotakeadvantagesfromtwocharacteristicsofthenewmedia- onereferstoitsrelativelyclosedcommunicationenvironmentofthecommunitiesand theclubs;theotheronereferstoitshigherefficiencyandeffectivenessin interpersonalcommunication-toenablethebrandrelatedinformationadvertisement underthelegalcompliancecondition.ThisisthefoundationofYunyanbrand’s integratedmarketingcommunication.Regardedtheintegrationofconsumers,the authorpromotedthemethodofestablishingadatabasetoachievethegoalofaccurate disseminationtotheconsumers.Concernedabouttheintegrationofcommunication contents,itissuggestedthat“Yun”canbetakenasacoreconceptintheprocessof imposingtheYunyanbrandculture.Asfortheintegrationofcommunicationmedia, theauthortidy-upandreconstructedtheYunyanbrand’sintegratedmarketing communicationmediafromthreedimensions-platform,contents,andmethods,to achievethe“oneharmonicvoice”goal. ThisresearchismeaningfulforcontinuouslyoptimizingtheYunyanbrand’s integratedmarketingcommunication,raisingthedegreeofloyaltyamongconsumers, aswellasenhancingthebrandvalue.Itisalsohopedthatthisresearchcouldprovide referencesfortheotherbrandsinthedomestictobaccomarketingeneratingstrategies fortheirbrands’integratedmarkingcommunication. Keywords: YunYan brand;Integratedmarketingcommunication;Consumer; Communicationcontents;Communicationmedia 目录 目录 第一章绪论..............................................................................................1 第一节研究背景及意义..........................................................................................1 一、研究背景............................................................................................................................1 二、研究意义............................................................................................................................2 第二节国内外烟草品牌整合营销传播研究文献综述..........................................3 一、国外研究综述...................................................................................................................3 二、国内研究综述...................................................................................................................3 第三节论文研究思路与方法..................................................................................4 一、研究思路与论文框架.......................................................................................................4 二、研究方法............................................................................................................................7 第二章整合营销传播相关理论综述......................................................8 第一节品牌..............................................................................................................8 一、品牌的内涵及属性...........................................................................................................8 二、品牌形象与个性...............................................................................................................9 第二节品牌整合营销传播..................................................................................11 一、整合营销传播的涵义.....................................................................................................11 二、整合营销传播的特征.....................................................................................................12 三、IMC的4C论.....................................................................................................................13 四、品牌整合营销传播.........................................................................................................14 第三节品牌文化....................................................................................................14 一、品牌文化的内涵.............................................................................................................14 二、品牌文化的构成.............................................................................................................15 三、品牌文化的功能.............................................................................................................15 第三章云烟品牌发展概况和品牌满意度分析.....................................17