万宝路营销策略研究[摘要] 20 世纪 50 年代开始，行业竞争逐渐激烈起来，产品市场的同质化现象越来越严重，为了使自己的企业或者产品引起消费者的注意力和购买欲，就必须要通过一系列的措施或手段，突出产品个性化的特点和独特性的形象。营销策划作为产品营销的基础，是企业的无形资产和有形载体，在一定程度上决定了企业和产品发展的未来。烟草制品行业作为特殊的集中行业，具有高度相似的物质特性，消费者在购买和使用时，受品牌形象的影响是比较大的，因此，对营销策划的制作和构思提出了更高的要求。万宝路香烟作为世界上品牌价值、产品销量、品牌影响最大的卷烟产品之一，是烟草消费者心中最受青睐和最具魅力的产品，全球平均每分钟销售的数量即可达到 100 万多支，万宝路香烟获得成功的原因与它个性化、独特化、人性化的营销策略是分不开的。本论文分别从万宝路营销策略的市场策略、定位策略、产品策略、品牌策略和销售策略五个方面进行了分析，详细的阐述了万宝路整个营销策略的过程。[关键词] 万宝路；市场策略；定位策略；产品策略；品牌策略；销售策略Abstract：Beginning in twentieth Century 50 years,increasingly fierce competition in the industry, the market homogenization of products is becoming more and more serious, in order to make their own businesses or products caused by the consumers attention and the desire to buy, it must be through a series of measures, highlight the characteristics of personalized products and unique image.Marketing planning as a basis for product marketing, is the company's intangible assets and tangible carrier, to a certain extent determines the future development of enterprises and products.Tobacco industry as a special industry concentration, has the physical characteristics of highly similar, consumers in the purchase and use, under the influence of the brand image is relatively large, therefore, put forward higher requirements on the production and marketing planning ideas.Marlboro cigarette products as one of the biggest influence in the world brand valu...
