摘 要
烟草行业作为国家仅剩的一个垄断行业，对国家税收和经济建设起到了不可
替代的作用。国家烟草总局2016年初发布了《关于进一步加强卷烟品牌建设的
指导意见》，文中多处提到“优化资源配置、提升品牌价值，全面提升品牌核心
竞争力，实现行业品牌持续协调共同发展。加强品牌文化建设，有效传递品牌价
值。”绵阳市烟草公司作为绵阳的商业公司，应该紧跟国家烟草总局文件要求导
向，深入剖析目前绵阳烟草公司品牌培育的现状及问题。同时通过运用泛行业的
理论体系，以品牌价值理论、品牌价值链理论、品牌资产理论、非价格竞争行为
相关理论、4R理论及整合营销传播理论等为基础，建立“输入-选择-评估”品
牌培育优化策略。通过品牌价值评估、培训策略选择、培育效果评估的具体做法，
来探索品牌培育新模式，寻找到绵阳烟草公司品牌培育的优化方法，谋求卷烟品
牌价值提升的可行之路。最终落脚到为绵阳卷烟市场培育合适的卷烟品牌，满足
当地卷烟消费，为公司提供可持续的发展动力，同时进一步为地方财政做出贡献
关键词：绵阳烟草公司；品牌培育；品牌价值
西南科技大学硕士研究生学位论文第II页
Abstract
As one of the only monopolistic industries in the country, the tobacco
industry plays an irreplaceable role in national taxation and economic
construction. At the beginning of 2016, the State Tobacco General
Administration issued the guiding opinions on Further Strengthening cigarette
brand construction. Many articles mentioned optimizing the allocation of
resources, enhancing brand value, comprehensively enhancing the core
competitiveness of the brand, and achieving the sustained and coordinated
development of the industry brand. Strengthen the construction of brand culture
and effectively transfer brand value. As a commercial company in Mianyang,
Mianyang tobacco companies should closely follow the requirements of the
National Tobacco regulatory directing, and further analyze the current status and
problems of Mianyang tobacco companies brand cultivation. At the same time
by using the theoretical system of the pan industry, with the theory of brand
value, brand value chain theory, theory of brand assets, non price competition
behavior theory, 4R theory and integrated marketing communication theory, the
establishment of input selection evaluation brand cultivation optimization
strategy. Through the specific practices of brand value evaluation, training
strategy selection and cultivation effect evaluation, we explore the new mode of
brand cultivation, find the optimization method of brand cultivation in Mianyang
tobacco companies, and seek a feasible way to enhance cigarette brand value.
Finally settled down to cultivate suitable cigarette brands for Mianyang cigarette
market, satisfy local cigarette consumption, provide sustainable development
power for the company, and further contribute to local finance.
Keyword: Mianyang tobacco companies； Brand cultivation；Brand value。