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1999年,我们有机会与中国烟草业的三大优秀企业之一——长沙卷烟厂合作,共同探讨白沙品牌的重塑工程。在全国各地的税收中,各地烟厂均占了当地的重要一席。这说明两个问题:一是烟民众多,香烟市场大:二是烟厂赢利较好。所以,一边是市场前景广阔,烟厂可利用的资源较为充足:另一边是香烟广告严格受限。另一方面,烟草企业像国内其它行业的企业一样,为了在 WTO 之后有自己品牌的一席之地,也为了迎接国外烟草企业的大举进入,他们首先在国内展开了一轮“品牌大战”。于是,许多烟厂开始把大量金钱投向
In 1999, we had the opportunity to work with the Changsha Cigarette Factory, one of the three great enterprises in the tobacco industry in China, to discuss the remodeling of the Baisha brand. In all parts of the country’s tax revenue, cigarette factories all over the country have taken an important seat. This shows two problems: First, many smokers, big cigarette market: Second, tobacco companies profit better. Therefore, on the one hand, there is a broad market prospect and the resources available to tobacco factories are abundant: on the other hand, cigarette advertisements are strictly limited. On the other hand, like other enterprises in other industries in China, in order to have their own brand place after the WTO and to welcome the large-scale entry of foreign tobacco companies, they first launched a “brand war” domestically. As a result, many cigarette factories began to invest a lot of money