摘要
黄金叶品牌创建于1951年,与中华卷烟同年投产,自创牌之初便以黄金般
的品质和浓郁烟香赢得广大消费者青睐,美誉度和知名度高,曾多次荣获国家
及省部级优质产品奖。在62年的风雨洗礼中,黄金叶从河南中烟散乱差的品牌
历史背景中发展出来,最终成长为烟草行业重点骨干品牌,成为河南一张叫得
响的名片。品牌发展状态良好,品牌管理成效明显。
本案例以烟草行业和河南中烟工业有限责任公司品牌发展为背景,按照品
牌管理基本要素和基础理论知识,主要从五个方面,对黄金叶品牌管理进行研
究,总结经验成效,分析不足提出建议。首先,介绍了黄金叶品牌行业背景、
品牌所在企业的历史以及案例研究的目的意义;其次阐述了黄金叶品牌发展的
历史背景、宏观环境,分析了河南中烟品牌存在的一些问题和不足;第三,将
品牌管理理论运用到黄金叶品牌研究中,研究了黄金叶品牌内涵、品牌形象、
品牌品质、消费群体、消费市场、品牌文化定位等;第四部分总结分析了对黄
金叶品牌发展的成功经验以及取得的巨大成效,并运用品牌规划分析,发展目
标分析,产品定位分析等方法,分析出品牌自身需要进一步改进的地方,并结
合烟草行业和河南中烟现状,从品牌形象塑造、品牌品类构建、重点规格培养、
品牌队伍建设等方面提出针对性建议;最后是结论部分,对黄金叶品牌研究进
行总体概括。
本案例通过对黄金叶品牌管理进行深入分析,总结卷烟品牌发展的一般性
规律,得出品牌下步发展思路和措施,目的是进一步持续黄金叶品牌好的发展
态势和趋势。本文的研究将为烟草行业卷烟品牌管理提供参考和借鉴,有助于
持续推动行业卷烟品牌发展上水平。
关键词:品牌管理研究分析
I
Abstract
Abstract
The brand of Gold Leaf was established in 1951, which was the same year when
Chunghua Cigarettes went into production. From the very beginning of the
establishment, Gold Leaf attracted a vast amount of consumers depending on its good
quality and rich tobacco flavor. Because of its high reputation and brand awareness, it
has won prizes for many times on both national and provincial levels. During the 62
years of competition and history confirmation, it has grown into a calling card of
Henan Province, becoming the leading brand in tiie tobacco industry. The brand
development of Gold Leaf is in good condition, its brand management has been
proved effective, and has considerable growth potential in the future.
With the background of the tobacco industry and the brand development of
China Tobacco Henan Industrial Co. Ltd,this case researches and analyzes the brand
management of Gold Leaf from five aspects according to the basic elements and
theories of management, evaluating the past experiences, analyzing the shortcomings
and giving suggestions and possible solutions. Firstly, it introduces the background of
the industry,the brand history and the main objectives of this research. Secondly, it
states tiie history background and macro-environment of its brand development,
analyzing the shortcomings then giving suggestions. Thirdly, it applies brand
management theory to Gold Leaf study, has researched brand positioning about brand
concept, brand image, brand quality, consumer groups, consumer market and brand
culture of the brand. Fourthly, it concludes the successful develop experiences of the
brand, and points out the improvement for tiie further development by utilizing brand
planning analysis, development objectives analysis, product positioning analysis and
some other research methodologies. Additionally, the proposal of brand positioning,
brand value, brand loyalty, brand team building and fist-class and second class
tobacco leading specification are proposed. At last, it makes a conclusion for the
overall research of Gold Leaf.
This study summarizes the common rules of tobacco brand development and
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