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中国烟草商业系统营销人员培训教材品牌营销篇中国烟草商业系统营销人员培训丛书《品牌营销》中国烟草商业系统营销人员培训丛书卷烟《品牌营销》修订稿目录第一章卷烟品牌营销概述..........................................................5第一节品牌及品牌营销理论......................................................6一、品牌的内涵及要素.........................................................6二、品牌营销的基础理论.......................................................9三、品牌营销策略...........................................................14第二节卷烟品牌营销...........................................................19一、卷烟品牌营销的意义......................................................19二、卷烟品牌营销的内容......................................................22三、卷烟品牌营销的主体......................................................23四、卷烟品牌营销的近期发展..................................................24第二章制定品牌战略.............................................................29第一节洞悉卷烟品牌市场.......................................................29一、卷烟品牌市场调研内涵....................................................30二、卷烟品牌市场调研的原则..................................................32三、卷烟品牌市场调研的内容..................................................33四、基于品牌资产的调研分析..................................................38第二节塑造品牌定位...........................................................44一、细分市场与卷烟品牌定位..................................................46二、品牌定位的工具和方法....................................................52三、卷烟工业品类构建........................................................58第三节品牌组合管理...........................................................62一、品牌组合管理...........................................................62二、品牌组合评价及策略......................................................65第四节品牌区域布局...........................................................70一、品牌区域市场布局分析...................................................72二、卷烟品牌区域市场布局策略...............................................75第三章产品研发设计.............................................................80第一节产品研发设计概述.......................................................81一、产品研发设计概念和意义..................................................81二、产品研发设计的原则......................................................82三、卷烟产品研发设计程序....................................................82第二节产品设计策略...........................................................87一、卷烟产品设计的关键内容..................................................88中国烟草商业系统营销人员培训丛书卷烟《品牌营销》修订稿二、卷烟产品有形属性设计....................................................90三、卷烟品牌无形属性设计....................................................98第四章卷烟品牌传播...........................................................102第一节文化传播..............................................................104一、品牌文化内涵..........................................................105二、卷烟品牌文化传播及其手段...............................................106第二节营业推广................................................................