| 基于品规生命周期的卷烟品牌精准营销探索与研究 |
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| 引用本文： | 刘佳.基于品规生命周期的卷烟品牌精准营销探索与研究[J].中国烟草学报,2021,27(6):108-111. |
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| 作者姓名： | 刘佳 |
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| 作者单位： | 陕西省烟草公司西安市公司，信息中心，陕西西安雁塔区雁南四路21号 710061 |
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| 基金项目： | 中国烟草总公司陕西省公司科技项目“地市级烟草商业企业卷烟营销延伸服务平台研究与应用-以西安烟草为例”KJ-2018-06 |
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| 摘 要： | 本文以西安烟草实际为例, 从卷烟品牌品规精准营销出发, 引入品规生命周期理论, 对在销品牌品规卷烟进行分析和评价, 并详细阐述了方案的研究背景、设计思路和应用场景, 为烟草商业企业在卷烟品牌精准培育、精准调控和精准投放等营销核心业务策略制定及调整, 提供了一种新的思路和研究方法。
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| 关 键 词： | 卷烟品牌 精准营销 品规生命周期 应用 |
| 收稿时间： | 2021-03-25 |
Exploration and research on the precision marketing of cigarette brands based on the life cycle of brand specifications |
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| Affiliation: | Xi 'an Company Of Shaanxi Tobacco Company, The Information Center, Xi 'an 710061, China |
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| Abstract: | By taking Xi'an Tobacco Monopoly Bureau as an example, from the precise marketing of cigarette brand product specification, this paper introduces product specification life cycle theory, analyzes and evaluate the specifications of cigarette products on market, and elaborates the research background, design ideas and application scenarios.. This study provides a new idea and research method for tobacco commercial enterprises in the strategic formulation and adjustment of marketing core businesses such as the precise cultivation, precise control and precise placement of cigarette brands. |
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