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当前位置: 首页 > 文章 > 卷烟零售终端的品牌培育功能评价研究 安徽农业科学 2014 (21) 341-343+378
Position: Home > Articles > Evaluation of Brand Cultivation Function of Tobacco Retail Terminal Journal of Anhui Agricultural Sciences 2014 (21) 341-343+378

卷烟零售终端的品牌培育功能评价研究

作  者：
刘蓉蓉;李以芬;贾春荣
单  位：
贵州省烟草公司贵阳市公司卷烟营销中心
关键词：
品牌培育;终端;功能;品类;评价
摘  要：
随着"大品牌"时代的到来,抓好品牌培育工作的意义更加突出。该研究结合烟草行业当前重点推进的零售终端建设工作,探索研究打通终端与品牌链接通道的具体路径和方法,以明确界定终端品牌培育功能的内涵为前提,建立科学的终端品牌培育功能评价体系。在此基础上,根据评价结果将终端品牌培育功能划分为若干层级,并建立各层级与卷烟品类之间的对应关系。针对不同等级的终端,确定其销售卷烟的品类结构,以便为客户提供合适的品牌。针对不同卷烟品牌品类,以终端品牌培育功能评价结果为主要参考因素确定其投放的目标客户。
译  名：
Evaluation of Brand Cultivation Function of Tobacco Retail Terminal
作  者：
LIU Rong-rong;The Marketing Center of Cigarette,Guizhou Guiyang Tobacco Company;
关键词：
Brand cultivation;;Terminal;;Function;;Category;;Evaluation
摘  要：
With the advent of big brand age,the meaning of stressing brand cultivation becomes more significant. Combining with the key promoting building-work of retail terminal in industry at present,the method as well as the specific ways of connection channel between terminal and brand was explored. Premised on definite connotation of function of terminal brand cultivation,the scientific evaluation system of function of terminal brand cultivation was build. On this basis,function of terminal brand cultivation was divided into several levels based on the evaluation results and correspondences between all levels and cigarette classes were established for different terminal. In order to provide every customer with suitable brand,different cigarette category structures were determined based on different terminal levels. The target customers were cleared based on the main factors of evaluation of terminal brand cultivation aiming at different cigarette categories.

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