基于对立品类的卷烟新品类营销模型研究  

Research on the Marketing Model of New Cigarette Category Based on Opposite Category

作　　者：张恩宁 葛庆德 王迪 曹越[3] ZHANG En-ning;GE Qing-de;WANG Di;CAO Yue(Shandong Province Tobacco Monopoly Bureau(Company),Jinan 250098,China;Shandong Weifang Tobacco Co.,Ltd.,Weifang 261205,China;Research Center on Brand Economy,Shandong University,Jinan 250100,China)

机构地区：[1]山东省烟草专卖局(公司),济南250098 [2]山东潍坊烟草有限公司,山东潍坊261205 [3]山东大学品牌经济研究中心,济南250100

出　　处：《中小企业管理与科技》2021年第7期98-99,103,共3页Management & Technology of SME

基　　金：山东烟草品牌评价体系建设,立项时间:2018年3月12日。

摘　　要：品类度代表着具体商标区别于其他商标的程度,是提升品牌价值的关键。卷烟新品在营销时,以对立品类理论指导营销活动能够帮助新品卷烟在市场竞争中脱颖而出。论文分析了消费者选购模型,结合品类度的基本特征,认为对立品类竞争是新品卷烟营销的可靠方案,并提出具有现实意义的指导意见。Category degree represents the degree to which a specific trademark distinguishes itself from other trademarks,and it is the key to enhancing brand value.When marketing new cigarette products,using the opposite category theory to guide marketing activities can help new cigarette products stand out in the market competition.The paper analyzes the consumer purchase model,combines the basic characteristics of category degree to argue that opposite category competition is a reliable solution for the marketing of new cigarette products,and puts forward some practical guiding opinions.

关 键 词：卷烟品类度 对立品类 消费者选购模型 

分 类 号：F274[经济管理—企业管理]