摘要
“卷烟上水平”既是烟草行业新时期下未来发展的目标也是推动行业改革继续深化的手段。在新时期下，以“卷烟上水平”来统领行业的各项工作，可以推动行业的改革发展继续向纵深推进，逐步培育出“大市场、大企业、大品牌”，实现做强做大中国烟草的目标。“532、461”品牌发展战略的提出和实施，使得工商双方可以共享品牌利益，从而推动真正的工商协同营销。本文以此为主要的切人点，论述了商业系统在卷烟品牌培育中的角色和作用，提出了品牌的社会属性、品牌忠诚度等新的定义。
The ＂Upgrading Cigarette Production＂ policy is not only the goals of China＇s tobacco i,dustry for future development, but also the means of deepening industry reform. In the new era, with the guidance of the policy, the industry reform and development will be pushed to a higher level, gradually cultivating ＂big market, big enterprise and big brand＂ to achieve the goal of stronger and bigger China tobacco industry. The implementation of brand development strategy namely ＂532 ＆ 461＂ can make both industrial and commercial enterprises share the brand value, thus pushing their cooperative marketing. The role and function of commercial enterprises in cigarette brand development was discussed and new definitions such as social attribute and brand loyalty were defined.
出处
《中国烟草学报》
EI
CAS
CSCD
2010年第B12期8-13,共6页
Acta Tabacaria Sinica
关键词
卷烟上水平
品牌培育
商业企业
角色
作用
Upgrading Cigarette Production
brand development
commercial enterprise
role
function
作者简介
黄方，男，大学本科，主要研究方向为卷烟市场营销。
杨海雄（通讯作者），男，研究生，主要研究方向为管理学、市场学，E-mail：yanghx333@yahoo．com．cn
