基于HHM的卷烟品牌风险识别研究

Study on Risk Identification of Tobacco Brand Based on HHM

卷烟品牌风险对品牌的持续盈利能力具有很大的威胁,为了对卷烟品牌风险进行有效地控制,首先需要全面、系统地识别出品牌风险。本文在给出卷烟品牌风险定义的基础上,运用HHM思想和方法识别和分析了卷烟品牌风险,从多个角度、多个方位对卷烟品牌风险展开了系统的分析,为卷烟品牌风险评估、监测和控制奠定了坚实的基础。

Tobacco brand risks form a great threat to the sustained profitability of brand.In order to manage the risks effectively,brand risks should be identified overall and systematically first.Based on the introduction of the concept of tobacco brand risks,the approach of HHM is used to identify the risk factors of tobacco brand,and systematic analysis is made from various aspects.It is to be the solid foundation for the next step to access,monitor and control those risks.