国宝的品牌定位与广告传播研究
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摘要
在烟草专卖制度下，中国的烟草行业曾经是名副其实的垄断行业，整个烟草市场呈现出卖方市场的势态。从八十年代末开始，中国的烟草行业逐步导入竞争。从目前看来，烟草行业的大部分竞争仍然表现为在国家计划统管下的区域间供需调整。
长期的体制保护给许多烟厂带来了不利影响——重生产而不重营销，观念陈旧。随着《烟草控制框架公约》(简称FCTC)的签署以及中国政府加入WTO，烟草企业面临战略战术全方位的挑战与生存威胁。
本文原是受绵阳什邡卷烟厂委托，为其国宝品牌所作的一份品牌规划。通过对国宝进行品牌定位与广告传播领域的研究，应用先进的营销理论，站在品牌培育与维护的高度，为企业理清品牌发展的思路，制定切实可行的营销工作方案。
论文分为四个部分：
第一部分分析了烟草行业的大环境(利用PECT分析法)以及国宝在本地区的品牌竞争环境(利用SWOT分析法)，这些分析是本论文一切推论的外部约束条件。
第二部分，通过对品牌生命周期论的阐述，得出保护名牌、延长品牌生命的根本出路在于品牌延伸的结论，再由品牌延伸理论和国宝品牌延伸的现状分析，肯定了国宝现行的副品牌策略。利用STP理论对国宝的品牌定位进行了探讨，以国宝的市调结论为依据，确定了国宝及其副品牌各自的市场定位。本部分还通过国宝所做的市场调查，演绎出香烟消费者的心理、行为特点等结论。其中，对香烟消费者行为的研究是本文对消费者行为学相关理论的一个应用创
新。
第三部分，得出香烟消费者的报媒接触习惯的结论，该研究也是本人所
做的一项工作与本文的一个创新。本部分还将广告的作用和广告的作用机理等
理论应用于国宝品牌的广告传播，并介绍了国宝广告策略的选择依据。
第四部分是关于国宝品牌定位与广告传播的保障建设。因为本文的大部
分研究素材来自于国宝的市场调查，所以，要使本文的各项研究正确，这些市
场调查结论符合客观实际是其基本保障;另一方面，品牌中心制为国宝的定位
与广告传播提供了制度上的保障，因此，对品牌中心制进行探讨也就显得非常
必要。
由于烟草行业的品牌中心制是营销学的一个新课题，以及本人对广告学相
关理论缺乏系统地学习，因此，本文在广告传播领域以及对品牌中心制的探讨
还显得较为浅显而有许多不足。
Under the tobacco fiscal monopoly system, tobacco-industry in China had ever been the name matches the reality monopolization, and tobacco-market had ever been seller's market. Going with breaking the barrier in mainland, from the late of 1980's, tobacco-industry in China had introduced competition. But this kind of competition was still the adjustability of supply and demand under the national plan. In addition, the long-term system protection conduced disadvantages to many tobacco factories, that is, paying more attention to production than sales and marketing. ChengDu tobacco factory and ShiFang tobacco factory in Mian Yang also have this old conception.
But, going with the subscription of FCTC (the Frame of Contract in Tobacco Control) and the Chinese government entering the WTO, we can predict that the competition of tobacco-industry in SiChuan will be serious.
The original shape of this paper was a brand layout for GuoBao, which have been consigned by ShiFang tobacco factory in Mian Yang.
This paper has four parts:
The first part in this paper analyses the macro-environment of tobacco-industry (by PECT analytical method) and GuoBao's Sichuan competition-environment (by SWOT analytical method). These are exterior
conditions in this paper.
In the second part of this paper, we can get the conclusion that the essential outlet of protecting famous brand and prolonging brand's lifecycle is extending the brand. And this paper affirm the vice-brand strategy of GuoBao, via the theory of extending the brand and the investigation of the actuality about GuoBao's brand extending. Under this precondition, the orientation of GuoBao can be investigated concretely. The core of orientation is the theory of STP, these are subdividing market, selecting the object market and orientation. The part involves tobacco-customer's mental subdivision, the investigation of customer's behavior and so on Especially, the investigation of tobacco-customer's behavior in this part is an application and innovation of Customer's Behavior method.
In the third part of this paper, the tobacco-customer's habits of contact with medium were investigated. It is also an application and innovation. In addition, the action directory for GuoBao's advertisement is gained by applying the theory of ad's effect and effect's mechanism. And the strategy selection for GuoBao's advertisement is stated.
The fourth part discusses how to ensure the brand-orientation and advertisement-spread of GuoBao. Because the most investigated materials in this paper come from the conclusions of GuoBao's market survey, whether these conclusions are objective is essential guarantee for making each investigated right in this paper. In addition, the brand center system offers the institutional protection for GuoBao's orientation and advertisement-spread. So, the discussion of the brand center system is very necessary.
Because the brand center system is fresh in tobacco-industry of China, and the advertisement knowledge is scarce to me. This paper is a great shortage of the domain of this two.
长期的体制保护给许多烟厂带来了不利影响——重生产而不重营销，观念陈旧。随着《烟草控制框架公约》(简称FCTC)的签署以及中国政府加入WTO，烟草企业面临战略战术全方位的挑战与生存威胁。
本文原是受绵阳什邡卷烟厂委托，为其国宝品牌所作的一份品牌规划。通过对国宝进行品牌定位与广告传播领域的研究，应用先进的营销理论，站在品牌培育与维护的高度，为企业理清品牌发展的思路，制定切实可行的营销工作方案。
论文分为四个部分：
第一部分分析了烟草行业的大环境(利用PECT分析法)以及国宝在本地区的品牌竞争环境(利用SWOT分析法)，这些分析是本论文一切推论的外部约束条件。
第二部分，通过对品牌生命周期论的阐述，得出保护名牌、延长品牌生命的根本出路在于品牌延伸的结论，再由品牌延伸理论和国宝品牌延伸的现状分析，肯定了国宝现行的副品牌策略。利用STP理论对国宝的品牌定位进行了探讨，以国宝的市调结论为依据，确定了国宝及其副品牌各自的市场定位。本部分还通过国宝所做的市场调查，演绎出香烟消费者的心理、行为特点等结论。其中，对香烟消费者行为的研究是本文对消费者行为学相关理论的一个应用创
新。
第三部分，得出香烟消费者的报媒接触习惯的结论，该研究也是本人所
做的一项工作与本文的一个创新。本部分还将广告的作用和广告的作用机理等
理论应用于国宝品牌的广告传播，并介绍了国宝广告策略的选择依据。
第四部分是关于国宝品牌定位与广告传播的保障建设。因为本文的大部
分研究素材来自于国宝的市场调查，所以，要使本文的各项研究正确，这些市
场调查结论符合客观实际是其基本保障;另一方面，品牌中心制为国宝的定位
与广告传播提供了制度上的保障，因此，对品牌中心制进行探讨也就显得非常
必要。
由于烟草行业的品牌中心制是营销学的一个新课题，以及本人对广告学相
关理论缺乏系统地学习，因此，本文在广告传播领域以及对品牌中心制的探讨
还显得较为浅显而有许多不足。
Under the tobacco fiscal monopoly system, tobacco-industry in China had ever been the name matches the reality monopolization, and tobacco-market had ever been seller's market. Going with breaking the barrier in mainland, from the late of 1980's, tobacco-industry in China had introduced competition. But this kind of competition was still the adjustability of supply and demand under the national plan. In addition, the long-term system protection conduced disadvantages to many tobacco factories, that is, paying more attention to production than sales and marketing. ChengDu tobacco factory and ShiFang tobacco factory in Mian Yang also have this old conception.
But, going with the subscription of FCTC (the Frame of Contract in Tobacco Control) and the Chinese government entering the WTO, we can predict that the competition of tobacco-industry in SiChuan will be serious.
The original shape of this paper was a brand layout for GuoBao, which have been consigned by ShiFang tobacco factory in Mian Yang.
This paper has four parts:
The first part in this paper analyses the macro-environment of tobacco-industry (by PECT analytical method) and GuoBao's Sichuan competition-environment (by SWOT analytical method). These are exterior
conditions in this paper.
In the second part of this paper, we can get the conclusion that the essential outlet of protecting famous brand and prolonging brand's lifecycle is extending the brand. And this paper affirm the vice-brand strategy of GuoBao, via the theory of extending the brand and the investigation of the actuality about GuoBao's brand extending. Under this precondition, the orientation of GuoBao can be investigated concretely. The core of orientation is the theory of STP, these are subdividing market, selecting the object market and orientation. The part involves tobacco-customer's mental subdivision, the investigation of customer's behavior and so on Especially, the investigation of tobacco-customer's behavior in this part is an application and innovation of Customer's Behavior method.
In the third part of this paper, the tobacco-customer's habits of contact with medium were investigated. It is also an application and innovation. In addition, the action directory for GuoBao's advertisement is gained by applying the theory of ad's effect and effect's mechanism. And the strategy selection for GuoBao's advertisement is stated.
The fourth part discusses how to ensure the brand-orientation and advertisement-spread of GuoBao. Because the most investigated materials in this paper come from the conclusions of GuoBao's market survey, whether these conclusions are objective is essential guarantee for making each investigated right in this paper. In addition, the brand center system offers the institutional protection for GuoBao's orientation and advertisement-spread. So, the discussion of the brand center system is very necessary.
Because the brand center system is fresh in tobacco-industry of China, and the advertisement knowledge is scarce to me. This paper is a great shortage of the domain of this two.
引文
[1] 李蔚．MBA市场营销(教学纲要)．
[2] 中国烟草行业(市场)研究报告 http://www.chinaier.com/report/009ychy.htm
[3] 周勇刚．烟草业逼近“最后国境线”专家坦言专卖制度下的兼并重组之路将走出“三步曲”．中华工商时报，2003-02-13．
[4] 中国21世纪人口与发展白皮书．中国政策法律顾问系统网．
[5] 中国社会科学院．中国社会发展报告(2001)．经济日报出版社，2002：37～77．
[6] 中国烟草行业概况 http://www.topoint.com.cn/hyxxh/readinfo.asp?infoid=5932
[7] 李倩如，李培亮．品牌营销实务．广东经济出版社，2002-04：54～56
[8] 范亮．透析烟草品牌与烟草营销(上)．中国营销传播网 http://www.emkt.com.cn/article/57/5705-6.html
[9] 胡纲．品牌定位：创造领先优势．中国营销传播网 http://www.emkt.com.cn/article/80/8076.html
[10] 高定基．品牌定位的十支令箭．中国营销传播网 http://www.emkt.com.cn/article/95/9517.html
[11] (英)保罗．斯图伯特主编，尹英等译．品牌的力量．中信出版社．
[12] (美)埃里克·马德著，邹吉春译．选择与预测：如何精确预测消费行为．上海远东出版社，2001：14～44．
[13] 约翰·菲利普·琼斯著，范秀成等译．强势品牌的背后——从广告战略到广告攻势．北京：机械工业出版社，2002-01：89～102，185～209．
[14] 国宝品牌中心．市场调研报告．2002-06．
[15] 国宝品牌中心．国宝品牌系列2003年工作规划．
[16] 国宝品牌中心．关于国宝的一些资料．
[17] 国宝品牌中心．消费者商场调查问卷．2002-11．
[18] 国宝品牌中心．香烟消费者调查问卷统计 2003-03．
[19] 何元生．解析香烟品牌运作现状．中国营销传播网
http://wccep.w119.4everdns.com/ReadNews.asp?NewsID=498
[20] 符国群主编．消费者行为学．北京：高等教育出版社，2001-06．
[21] 国宝品牌中心．娇子品牌形象分析．
[22] 熊仕平．品牌战略与产品推广策划．中国经济出版社，2003-01：318～321．
[23] 左仁淑．顾客满意度理论(教学课件)．
[2] 中国烟草行业(市场)研究报告 http://www.chinaier.com/report/009ychy.htm
[3] 周勇刚．烟草业逼近“最后国境线”专家坦言专卖制度下的兼并重组之路将走出“三步曲”．中华工商时报，2003-02-13．
[4] 中国21世纪人口与发展白皮书．中国政策法律顾问系统网．
[5] 中国社会科学院．中国社会发展报告(2001)．经济日报出版社，2002：37～77．
[6] 中国烟草行业概况 http://www.topoint.com.cn/hyxxh/readinfo.asp?infoid=5932
[7] 李倩如，李培亮．品牌营销实务．广东经济出版社，2002-04：54～56
[8] 范亮．透析烟草品牌与烟草营销(上)．中国营销传播网 http://www.emkt.com.cn/article/57/5705-6.html
[9] 胡纲．品牌定位：创造领先优势．中国营销传播网 http://www.emkt.com.cn/article/80/8076.html
[10] 高定基．品牌定位的十支令箭．中国营销传播网 http://www.emkt.com.cn/article/95/9517.html
[11] (英)保罗．斯图伯特主编，尹英等译．品牌的力量．中信出版社．
[12] (美)埃里克·马德著，邹吉春译．选择与预测：如何精确预测消费行为．上海远东出版社，2001：14～44．
[13] 约翰·菲利普·琼斯著，范秀成等译．强势品牌的背后——从广告战略到广告攻势．北京：机械工业出版社，2002-01：89～102，185～209．
[14] 国宝品牌中心．市场调研报告．2002-06．
[15] 国宝品牌中心．国宝品牌系列2003年工作规划．
[16] 国宝品牌中心．关于国宝的一些资料．
[17] 国宝品牌中心．消费者商场调查问卷．2002-11．
[18] 国宝品牌中心．香烟消费者调查问卷统计 2003-03．
[19] 何元生．解析香烟品牌运作现状．中国营销传播网
http://wccep.w119.4everdns.com/ReadNews.asp?NewsID=498
[20] 符国群主编．消费者行为学．北京：高等教育出版社，2001-06．
[21] 国宝品牌中心．娇子品牌形象分析．
[22] 熊仕平．品牌战略与产品推广策划．中国经济出版社，2003-01：318～321．
[23] 左仁淑．顾客满意度理论(教学课件)．