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The Research into Selection and Cultivation Development of Core Brand in ZJ Cigarette Market

Author: ZuoLei
Tutor: HuDongBin
School: Central South University
Course: Business Administration
Keywords: core brand brand selection development planning brand cultivation
CLC: F426.8
Type: Master's thesis
Year: 2011
Downloads: 119
Quote: 0
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Abstract


As the market competition becoming increasingly fierce, the domestic cigarette market comes into the stage of brand competition. But in local cigarette market, with the subjectivity of brand evaluation, the planning of brand cultivation are slightly blind, while safeguard measures such as brand cultivation is grim.Combined with the global brand evaluation and cigarette marketing theory and method, through the cigarette evaluation model, in base of the research and analysis to brand and specifications in ZJ cigarette market, this paper selects the target of core brand in ZJ cigarette market, formulates the corresponding brand cultivation development,and strengthens the market cultivation to the target core brand.This paper focused on the selection and breeding process of target core brand, determined the the premise to the choice of target core brand, and the strategic planning mainly respecting with the core brand development, management and cultivation. In the process of core brand cultivation research, mainly according to ZJ tobacco marketing work, this paper analysed based on retail terminal displaying, market construction and customer manager management and so on, solved some problems in the process of the target core brand cultivation, formed the core brand cultivating security system participated with the marketing management center, customer manager and retail customers. The results of research has certain practical reference value to the cultivating mode and process of the core brands in ZJ cigarette market, more over, it can firm the regional market foundation of domestic cigarette brand, thus improve the core competitiveness of the enterprise.

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