I 摘要 随着我国经济的快速发展，民众健康意识的觉醒，国际和国内控烟履约形势的日 趋严峻，导致国内卷烟消费群体逐年缩小。加之跨国大型烟草集团的国际合作经营方 式对中国传统烟草行业的冲击与日俱增，中国烟草行业在长期政策性的合法垄断之下 暴露出的发展问题日益突出。JN烟草公司在上述大背景下要想谋求自身变革和实现 转型升级，必须释放优化营销策略、精益管理方式的红利。但现实情况是“泰山”品牌 营销策略存在诸多问题直接导致品牌核心竞争力大打折扣。论文通过分析JN烟草公 司“泰山”品牌营销环境和现状，查找出了“泰山”品牌营销策略存在的三大问题。一是 “泰山”品牌作为本土卷烟品牌，品牌辨识度不高，较难与中华、芙蓉王、利群、黄鹤 楼、黄山等大品牌竞争，本地消费市场占有率不高；二是本地卷烟消费市场调研数据 缺少量化分析处理，对消费群体行为的改变较难做到科学研判，进而导致卷烟消费目 标市场界限模糊，影响产品适销对路；三是品牌个性化推荐策略缺乏量化指导，很难 做到针对不同适销人群制定行之有效的促销策略。 针对上述问题，本文以卷烟品牌营销策略和市场营销策略相关理论为基础，以JN 烟草公司“泰山”品牌营销现状为分析样本，采用了文献比较分析法、市场问卷调研法、 定性与定量相结合的研究方法对“泰山”品牌营销策略进行优化设计。针对品牌辨识度 不高的问题，对“泰山”辨识度的影响因素进行了量化分析，提出了品牌整合策略增强 “泰山”品牌竞争合力的优化设计，为提高“泰山”品牌市场竞争力提供了可借鉴性很强 的思路；针对目标市场细分界限模糊的问题，对市场调研问卷数据的分析，采用多元 线性回归分析为后续企业有效预测消费者行为改变趋势，从而清晰界定目标市场边界 和制定有效的市场定位策略提供了有力的理论支撑；最后，利用RFM分析模型进行 市场获取响应分析对细分市场整合，重新优化“泰山”品牌个性化推广策略。 研究结论表明，通过对“泰山”品牌卷烟营销策略中的品牌辨识度、卷烟消费目标 市场细分量化界定、品牌个性化推广策略等三个方面的优化，是可以达到“泰山”品牌 营销策略优化设计的目的，进而让本土烟草商业企业创造出新的卷烟消费趋势。 关键词：JN烟草公司；泰山品牌；市场环境；营销策略；高质量发展 ABSTRACT III ABSTRACT With the rapid development of my country's economy, the awakening of public health awareness, and the increasingly severe situation of international and domestic tobacco control compliance, the domestic cigarette consumer group has been shrinking year by year. Coupled with the increasing impact of the international cooperative operation of large multinational tobacco groups on China's traditional tobacco industry, the development problems exposed by the Chinese tobacco industry under long-term policy-based legal monopoly have become increasingly prominent. Under the above-mentioned background, if JN Tobacco wants to seek its own reform and achieve transformation and upgrading, it must release the dividends of optimized marketing strategies and lean management methods. But the reality is that there are many problems in the marketing strategy of the "Taishan" brand, which directly leads to a great discount on the brand's core competitiveness. By analyzing the marketing environment and status quo of the "Taishan" brand of JN Tobacco Company, the paper finds out three major problems in the marketing strategy of the "Taishan" brand. First, as a local cigarette brand, the "Taishan" brand is not highly recognizable, and it is difficult to compete with major brands such as Zhonghua, Furongwang, Liqun, Huanghelou, Huangshan, etc., and its local consumer market share is not high; second, local cigarettes Consumer market research data lacks quantitative analysis and processing, and it is difficult to make scientific research and judgments on changes in consumer group behavior, which in turn leads to blurring the boundaries of cigarette consumption target markets and affects the marketability of products; third, brand personalized recommendation strategies lack quantitative guidance, which is difficult To develop effective promotional strategies for different marketable groups. In response to the above problems, this article is based on the cigarette brand marketing strategy and the related theories of marketing strategy, taking JN Tobacco's "Taishan" brand marketing status as an analysis sample, using literature comparative analysis, market questionnaire research, and a combination of qualitative and quantitative The research method of "Taishan" brand marketing strategy is optimized. Aiming at the problem of low brand recognition, a quantitative analysis of the factors affecting the recognition of "Taishan" was carried out, and a brand integration strategy was proposed to enhance the competitiveness of the "Taishan" brand. The optimization design provides a way to improve the competitiveness of the "Taishan" brand. A very useful idea; for the 西北农林科技大学硕士学位论文 IV problem of blurring the boundaries of the target market segmentation, the analysis of market research questionnaire data uses multiple linear regression analysis to effectively predict the trend of consumer behavior changes for subsequent companies, so as to clearly define the boundaries of the target market and formulate An effective market positioning strategy provides strong theoretical support; finally, the RFM analysis model is used to conduct market acquisition response analysis to integrate market segments and re-optimize the personalized promotion strategy of the "Taishan" brand. The research conclusions show that by optimizing the brand recognition of the "Taishan" brand cigarette marketing strategy, the quantitative definition of the cigarette consumption target market segmentation, and the personalized brand promotion strategy, the optimization of the "Taishan" brand marketing strategy can be achieved. The purpose of the design is to allow local tobacco commercial enterprises to create new cigarette consumption trends. KEY WORDS: JN Tobacco Company; Taishan Brand;Market Environment ; Marketing Strategy; High Quality Development 目 录 V 目 录 摘要 ............... I ABSTRACT ............................. III 第一章 导论 ............................. 1 1.1研究背景 ....................... 1 1.2研究目的及意义 ........... 1 1.2.1研究目的 ............ 1 1.2.2研究意义 ............ 2 1.3国内外文献研究综述 ... 2 1.3.1国外文献研究综述 ........................... 2 1.3.2国内文献综述 .... 3 1.3.3国内外文献简要评述 ....................... 4 1.4主要研究内容与研究思路框架 .................. 5 1.5主要研究方法 ............... 6 1.5.1定性与定量分析法 ........................... 6 1.5.2文献资料研究法 7 1.5.3 现场调研分析法 .............................. 7 1.5.4 演绎归纳分析法 .............................. 7 1.6创新之处 ....................... 7 1.6.1在研究思维和研究方法方面的创新 .............................. 7 1.6.2提出垄断央企为消费者最大让利的营销理念 .............. 7 第二章 相关概念界定及理论基础 ........................ 8 2.1 品牌及品牌营销定义 .. 8 2.1.1 品牌内涵界定 ... 8 2.1.2 品牌营销的内涵 .............................. 8 2.1.3 卷烟品牌营销特征 .......................... 8 2.2 市场营销策略相关概念界定 ..................... 9 2.2.1 市场营销策略定义界定 .................. 9 2.2.2 市场营销策略演变历程 .................. 9 2.2.3 市场营销策略在“泰山”品牌卷烟营销中的应用特点 .............................. 10 西北农林科技大学硕士学位论文 VI 2.3 卷烟品牌营销策略在JN烟草商业企业的应用现状............ 11 2.3.1 品牌个性化推广策略陈旧，较难适应市场变化 ....... 11 2.3.2 市场分析能力孱弱，缺乏量化指导分析 ................... 11 2.3.3 营销队伍素质层次不齐，客户服务质量不高 ........... 11 第三章 JN烟草公司“泰山”品牌营销现状及存在的问题 ................ 12 3.1 JN烟草公司“泰山”品牌卷烟营销现状 ... 12 3.1.1 JN烟草公司“泰山”品牌卷烟销售情况 ....................... 12 3.1.2 JN烟草公司“泰山”品牌卷烟市场布局 12 3.1.3 JN烟草公司“泰山”品牌卷烟营销机制 13 3.2 JN烟草公司“泰山”品牌卷烟营销环境分析 .......................... 13 3.2.1 政治法律环境 . 13 3.2.2 经济环境 ......... 14 3.2.3 社会文化环境 . 14 3.2.4 技术环境 ......... 14 3.3 JN烟草公司“泰山”品牌营销策略存在的主要问题 .............. 15 3.3.1 品牌辨识度不高，多以“小、散、乱”打天下