论文部分内容阅读
卷烟产品是一种吸味产品。它本身具有二重性,一是影响因素繁多,制造过程复杂,吸食口味多变,消费层次宽广,并承受吸烟与健康问题的压力;二是卷烟如同其它商品一样也是一种产品,它既具有一般产品的特点,又具有一般产品发展的共性。这就决定了卷烟产品的发展过程,既是一种系统的和多种因素交织作用的过程,同时也是一种循序渐进的动态平衡过程。一个企业要想在激烈的市场竞争中立于不败之地,就必须从产品形象的准确定位和产品的发展思路上筹谋韬略。 为使卷烟产品能稳定发展,更放异彩,卷烟企业在产品发展战略上必须把握好四个关系:
Cigarette products are a taste-absorbing product. It has its own duality. First, it has many influencing factors, its manufacturing process is complex, its taste is variable, its consumption level is wide, and it bears the pressure of smoking and health problems. Second, cigarettes are products like other products. It has both general products. The characteristics of the general product development are common. This determines the development process of cigarette products, which is both a systematic and multi-factor intertwined process, and it is also a step-by-step dynamic balance process. If an enterprise wants to be invincible in the fierce market competition, it must plan on the precise positioning of product image and product development ideas. In order to enable cigarette products to develop steadily and make them shine, cigarette companies must grasp four relationships in their product development strategies: