“5OS”拉动型卷烟品牌培育模式及应用——以A市乡镇市场为例

Cigarette Brand Cultivation Model and Its Application of "5OS"——Empirical Analysis of Town Market at A City

卷烟品牌培育是提升我国烟草核心竞争力,做大做强民族品牌的一项重要任务,但是卷烟品牌传播受到相关法规限制具有特殊性。本文根据烟草行业及乡镇卷烟市场的具体特点,根据乡镇卷烟市场"五类消费群体"和"五种活动场所"的特点,构建了"5OS"拉动型卷烟品牌培育模式,将现代品牌营销理论应用于实际品牌培育工作中,提出了乡镇卷烟品牌培育的一种新型模式。

The cigarette brand cultivation is an important task to enhance the core competitiveness of China＇s tobacco and make the national brand bigger and stronger. But the spread of cigarette brands has the particularity by the relevant regulatory restrictions. According to the township cigarette market of five consumer groups and ＂five activities＂ feature, the paper con- structed the ＂50S＂ cigarette brand cultivation mode based on the tobacco industry and the specific characteristics of the cigarette market towns. And the paper takes the modem brand marketing theory to practice, proposes a new model of the township cigarette brand cultivation.