案例关注的问题

案例简介

中文摘要

    湖北中烟工业有限责任公司成立于2003年8月25日，其前身是1916年由简照南、简玉阶两兄弟创办的“南洋兄弟烟草公司汉口分公司”，至今已有90多年的历史。随着历史的变迁，公司体制几经变更。湖北中烟工业有限责任公司的成立，标志着湖北烟草行业工、商管理的分离。

    “黄鹤楼”是湖北中烟工业有限责任公司重点打造的核心品牌之一，“黄鹤楼”卷烟从1997年投产以来，经历了导入期、震荡期、启动期和发展期四个阶段。“黄鹤楼”凭借其高档烟的价值定位，在满足不同消费者的价值需求的同时，力求做大做强，在高档烟竞争异常激烈的环境下高速成长，在市场上享有较高的声誉，已经由区域性品牌发展成全国性品牌，并于2006年获得“中国驰名商标”和“十大梦想卷烟品牌”等荣誉；“黄鹤楼淡雅香品类”通过了由国家烟草专卖局组织的、由业内知名专家组成的鉴定委员会的鉴定，认为“黄鹤楼淡雅香品类产品开发项目，研发手段先进，通过自主创新形成的“黄鹤楼”淡雅香产品风格，属国内首创，达到国内领先水平，对中式卷烟品类构建与创新具有奠基性意义”。“黄鹤楼1916”的推出，使黄鹤楼品牌从区域性品牌中脱颖而出，成为与其他三个全国性高档卷烟品牌并称（“华溪楼王”） “四大天王” 。

    同时，“黄鹤楼”还十分重视价值营销，从关注社会价值、探索顾客价值新空间、产学研相结合的自主创新、以文化为主线的“黄鹤楼”品牌的塑造四个方面强化了“黄鹤楼”品牌的价值营销理念及策略。在注重社会价值方面，“黄鹤楼”以打造“中式卷烟经典”作为己任，在强调中国元素的应用的同时，追求原创性、体现黄鹤楼品牌的本土化特色；通过对目标消费者的调查和分析研究，把握消费者对卷烟消费价值取向和需求，不断拓展顾客价值新空间，推出了不同价值定位的“黄鹤楼”系列卷烟；为更好地满足消费者的价值需求，“黄鹤楼”打造了“和谐”的产学研相结合的自主创新模式，为进一步创新价值奠定了基础；并以文化传播为主线实现了“黄鹤楼”高端品牌的价值传递。

    公司未来的战略发展方向是什么？如何进一步为实现中国烟草梦想做出努力，以绿色营销为指导、以全面价值营销为主线提升绿色价值营销水平？是湖北中烟工业有限责任公司需要进一步探讨的重要问题·········

    关键词：价值营销，顾客价值，自主创新，品牌塑造

ABSTRACT

     China Tobacco Hubei Industrial Corporation is established on Augest,25,2003.Its predecessor was NanYang Brothers Tobacco Hankou branch,which was build by Jian Zhaonan and JianYujie.The establishment of China Tobacco Hubei Industrial Corporation symbolized the separation of Industry and Adminisration in Hubei Tobacco.

     Yellow Crane Tower is one of the leading brands of China Tobacco Hubei Industrial Corporation.Its development and be divided into four phases. Yellow Crane Tower has gained great achievement and national reputation by its high grade value positioning,the ability of meeting customer’s needs.By the year of 2006, Yellow Crane Tower has been rated the f amous trademark of China and one of the ten cigarette brands.

     This case describes China Tobacco Hubei Industrial Corporation and its Yellow Crane Tower’s development and hardships during the past twenty years. Yellow Crane Tower ‘s success stems from its value marketing. This case analyses ellow Crane Tower ‘s value marketing srategy from four aspects: emphasing social value,exploring and extending customer value, Independent innovation by combination of industry,college and institute,and brands-building. Firstly,Yellow Crane Tower paid great attention on its social value,it aimed to build classic Chinese cigarette and embody its Chinese Native Characteristics.Secondly, Yellow Crane Tower explored and extended its latend customer value space by detecting target customers’ behaviour and needs and provided various categories of cigarettes in order to meet consumers’ needs better.Thirdly, Yellow Crane Tower’s Independent innovation model by combination of industry,college and institute had pave a way for value innovation.Lastly, Yellow Crane Tower’s brand value was delivered by cultural communication.

     Then in the end of this case,questions are put forward which ask us to think of the future and strategy chosen by China Tobacco Hubei Industrial Corporation.

案例下载

暂无