我国烟草品牌国际化发展路径研究  

Study on international development path of China’s tobacco brands

作　　者：黎宏伟[1] 李明生[1] 张然斌[1] 

机构地区：[1]中南大学商学院,湖南长沙410083

出　　处：《企业技术开发》2009年第1期94-96,共3页Technological Development of Enterprise

摘　　要：我国烟草品牌国际化发展的关键是提高烟草品牌的国际竞争力。为此,应对烟草计划体制、财税体制、企业体制的综合配套进行改革,国际品牌的本土再定位,品牌文化与形象的国际化管理,制定中式卷烟的技术标准,跨境、跨产品的品牌延伸和国际化人才管理等方面应走个性化的品牌价值积累之路。The key of China＇s tobacco brands＇ international development is raising the international competitiveness.To this end, we should reform the planning system to deal with tobacco, finance and taxation systems, enterprise system, the international brand of the local re-positioning, brand image and culture, the internationalization of the management, development of technical standards for Chinese cigarettes, cross-border, cross-product brand extension and the international talents of management should take the road of the individual brand value accumulated.

关 键 词：品牌国际化 品牌发展 烟草企业 

分 类 号：F426.89[经济管理—产业经济]