摘要
摘要
四川中烟创立“宽窄”牌卷烟5年以来，销量规模、品牌影响和利润贡献突飞
猛进，内部打破了四川中烟品牌格局。然而，受国家烟草局“136”与“345”品牌
战略要求，卷烟总量计划持续稳定，控烟组织制约三方面因素影响，“宽窄”牌做
大做强竞争较大，困难重重。现阶段，四川中烟呈现出“宽窄”与格调系列新川烟
（2016年创立的品牌）发展迅猛，之前老娇子川烟萎靡不振的态势。与此同时，天
下秀结构过低，老牌川烟声名不佳。虽然，格调系列发展迅猛，但与“宽窄”相比
销售金额低且潜力不足。因此，维护与发展现有“宽窄”牌营销果实，对于四川中
烟高质量发展尤为关键。
本文以宜宾烟草公司为例，分为三个步骤阐述，首先，搜集国内外卷烟营销研
究概况，以市场营销学、消费者行为学与统计学等为理论支撑，初步确定本文研究
方向与研究方法。其次，开展“宽窄”牌营销内外环境、“宽窄”牌宜宾市场SWOT
分析与市场调研分析，找出市场基础薄弱、产品供需不平衡与宣传效果不理想等问
题，并运用SWOT策略、STP目标市场定位及分析与“3P+S”策略三个方面提出“宽
窄”牌卷烟宜宾市场营销策略，并加以宽窄（五粮醇香）营销案例以验证。
通过此研究，将对“宽窄”牌卷烟在宜宾地区的发展进行探索，延续与优化前
期有益的发展经验，解决发展中存在的问题，继续壮大品牌，推动“宽窄”牌与宜
宾市烟草营销工作高质量发展。
关键字：“宽窄”牌；营销策略；零售户；消费者
I

Abstract
Abstract
Since the establishment of the“Kuanzhai”brand five years ago, sales volume,
brand impact and profit contribution of rapid progress, internal break the Sichuan
Tobacco brand pattern. However, due to the China Tobacco “136”and “345”brand
strategy requirements, the total cigarette volume plan continued to be stable, tobacco
control organization constraints three factors,“Kuanzhai”brand to become bigger and
stronger competition, more difficulties. At this stage, Sichuan Zhongyan showed in 2016
to create a“Kuanzhai”and style series of Shinkawa tobacco rapid development, before
the Old Lady River Tobacco languish situation. At the same time, the world show
structure is too low, the style series is developing rapidly, but compared with “Wide and
narrow”, the sales amount is low and the potential is insufficient, the old version of Jiaozi
Specification statement is not good, therefore, the maintenance and development of the
existing “Wide and narrow”brand marketing fruits, for the high-quality development of
Sichuan Tobacco is particularly critical. In this paper, Yibin Tobacco Company (Yibin
Company) as an example, divided into three steps to elaborate, first of all, to collect
domestic and foreign cigarette marketing research survey, to marketing, consumer
behavior and Statistics as theoretical support, the research direction and method of this
paper are preliminarily determined. Secondly, carry out the internal and external
environment of “Kuanzhai”brand marketing, the SWOT analysis and market research
analysis of “Kuanzhai”brand Yibin market, and find out the problems such as weak
market foundation, imbalance between product supply and demand, and broad publicity
channels, etc. , and Use SWOT strategy, STP target market positioning and analysis and
“3P + s”strategy to propose the broad and narrow brand Yibin marketing strategy.
Finally, in order to accelerate the successful implementation of marketing strategy, three
consolidation measures are put forward, one is to strengthen the analysis of information
II

Abstract
technology, the other is to strengthen the construction of training system, and the third is
to formulate target control plan. Through this research, we will explore the development
of “Kuanzhai”brand in Yibin, continue and optimize the useful development experience
in the early stage, solve the problems in the development, and continue to strengthen the
brand, promoting the “Wide and narrow”brand and the high-quality development of
tobacco marketing in Yibin.
Keywords: “Kuanzhai”brand; marketing strategy; Retail; Consumer
III
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