：作为我国国民经济的重要组成部分，烟草行业是当前唯一实 行国家专卖专营的特殊行业。基于烟草制品的特殊性，烟草行业实行 按计划组织生产，烟草工业公司作为品牌的生产者，负责根据国家烟 草专卖局下达的计划生产卷烟；烟草商业公司作为统一的分销机构， 负责将按计划购进的卷烟产品分销供应给辖区卷烟零售客户。在卷烟 的产销供应过程中，受计划数量限制，符合衡阳卷烟消费者吸食习惯 的省产卷烟供应数量不足，因此，购进一定数量的省外卷烟，组织开 展省外卷烟品牌培育活动，实现省外烟在衡阳市场的“落地销售、落 地消费”是衡阳市烟草公司解决市场供需矛盾、抑制“假私非”、保 持经济持续增长、增强企业核心竞争力、实现高质量发展的唯一途径。 本文对衡阳市烟草公司省外卷烟品牌培育从政策、经济、社会、 技术等外部环境与公司概况、营销中心组织架构、品牌经理工作职责 等内部环境两个维度进行了分析，对衡阳市烟草公司省外卷烟销售及 品牌培育现状做了详细的统计分析，在从零售客户、消费者、营销人 员三个层面对衡阳烟草省外卷烟品牌培育工作情况开展问卷调查分 析后，结合作者实际工作经历，针对性提出当前衡阳烟草省外卷烟品 牌培育存在的品牌培育组织不力、品牌管理机制不畅、营销人员能力 不足、市场调研水平不高、品牌培育方向不明、培育工作合力不强、 品牌培育考核不当、卷烟货源投放不精等八个方面突出问题。 针对这些问题，本文从品牌培育的原则、品牌培育的组织、品牌 培育的内容三大模块系统设计了衡阳烟草省外卷烟品牌培育体系，着 力畅通省外卷烟品牌培育组织管理工作机制，并确定了提高营销人员 工作能力、确定重点品牌培育方向、聚集工商零三方面合力这三项符 II 合当前衡阳烟草省外卷烟品牌培育实际的重点工作，还制定了优化市 场信息采集、优化品牌培育方法、优化分类精准施策、优化零售终端 指导、优化过程管理考核、优化卷烟货源投放等六项措施。 关键词：衡阳市；省外卷烟；品牌；培育 III Research on the cultivation of outside province cigarettes in hengyang tobacco. Wang xiongfeng (Business Administration Major) Directed by Liu chun Abstract: As an important part of China's national economy, tobacco industry is the only special industry which is monopolized by the state.Based on the particularity of tobacco products, the tobacco industry organizes production according to the plan. As a brand producer, the tobacco industry company is responsible for the production of cigarettes according to the plan issued by the State Tobacco Monopoly Bureau. As a unified distribution organization, the tobacco commercial company is responsible for the distribution and supply of the cigarette products purchased according to the plan to the cigarette retail customers in its jurisdiction.In the process of cigarette production and marketing supply, limited by the planned quantity, the supply quantity of provincial cigarettes conforming to the habit of Hengyang cigarette consumers is insufficient. Therefore, it is necessary for Hengyang tobacco company to solve the contradiction between market supply and demand and restrain Hengyang tobacco company to purchase a certain number of cigarettes outside the province, organize and carry out the brand cultivation activities of cigarettes outside the province and realize the "landing sales and landing consumption" of cigarettes outside the province in Hengyang market It is the only way to maintain sustained economic growth, enhance the core competitiveness of enterprises and achieve high-quality development. This paper analyzes the external environment such as policy, economy, society and technology, the general situation of the company, the organizational structure of the marketing center and the IV responsibilities of the brand manager in Hengyang tobacco company's cigarette brand cultivation outside the province. It makes a detailed statistical analysis of the current situation of the cigarette sales and brand cultivation outside the province of Hengyang tobacco company, from the aspects of retail customers, consumers and marketing Based on the investigation and analysis of Hengyang tobacco's cigarette brand cultivation work in three levels, and combined with the author's practical work experience, this paper puts forward the existing problems in Hengyang tobacco's cigarette brand cultivation, such as poor brand cultivation organization, poor brand management mechanism, insufficient ability of marketing personnel, low level of market research, unclear brand cultivation direction and cultivation work There are eight outstanding problems, such as weak joint efforts, improper brand cultivation and evaluation, and poor delivery of cigarette goods. In order to solve these problems, this paper designs Hengyang tobacco brand cultivation system from three modules: the principle of brand cultivation, the organization of brand cultivation, and the content of brand cultivation. It focuses on unblocking the organization and management mechanism of cigarette brand cultivation outside Hengyang Province, and determines the three aspects: improving the working ability of marketing personnel, determining the direction of key brand cultivation, and gathering the efforts of industry and commerce In line with the current key work of Hengyang tobacco brand cultivation outside the province, six measures have been formulated, including optimizing market information collection, optimizing brand cultivation methods, optimizing classification and precise implementation strategies, optimizing retail terminal guidance, optimizing process management and assessment, and optimizing cigarette supply. V Key words: Hengyang City; Extra-provincial cigarettes; brand; Cultivation I 目 录 摘要.....................................................I Abstract...............................................III 第1章 绪论..............................................1 1.1 研究背景和研究意义................................1 1.1.1 研究背景.....................................1 1.1.2 研究意义.....................................2 1.2 国内外研究现状....................................4 1.2.1 国外研究现状.................................4 1.2.2 国内研究现状.................................5 1.3 研究思路及内容....................................7 1.3.1 研究思路.....................................7 1.3.2 研究内容.....................................8 1.4 研究方法..........................................8 第2章 品牌培育及相关管理理论............................9 2.1 4P/4C理论........................................9 2.2 品牌组合理论......................................9 2.3 品牌生命周期理论.................................10 2.4 系统管理理论.....................................10 第3章 衡阳市省外卷烟品牌培育环境分析...................11 3.1 外部环境分析.....................................11 3.1.1 政策环境分析................................11 II 3.1.2 经济环境分析................................11 3.1.3 社会环境分析................................12 3.1.4 技术环境分析................................12 3.2 内部环境分析.....................................13 3.2.1 衡阳市烟草公司概况..........................13 3.2.2 衡阳烟草营销中心组织架构及人员职责..........13 第4章 衡阳烟草省外卷烟品牌培育现状及市场调查分析.......17 4.1 省内外卷烟品牌销售现状...........................17 4.1.1衡阳市烟草公司近5年的卷烟销售状况..........17 4.1.2 衡阳市烟草公司品牌规格情况分析..............18 4.1.3 省产卷烟品牌培育与省外卷烟品牌培育区别......26 4.2 省外卷烟品牌培育环境调查与分析...................27 4.2.1 零售客户抽样调查分析........................27 4.2.2消费者抽样调查分析..........................30 4.2.3营销人员问卷调查分析........................38 4.3省外品牌培育存在的问题分析.......................42 4.3.1品牌培育组织不力............................42 4.3.2品牌管理机制不畅............................42 4.3.3营销人员能力不足............................43 4.3.4 市场调研水平不高............................43 4.3.5品牌培育方向不明............................44 4.3.6 培育工作合力不强............................44 III 4.3.7 品牌培育考核不当............................44 4.3.8 卷烟货源投放不精............................44 第5章 衡阳烟草省外卷烟品牌培育体系设计.................47 5.1 省外卷烟品牌培育的原则...........................47 5.2 省外卷烟品牌培育的组织..........