卷烟企业品牌风险管理研究

品牌是企业核心价值与核心竞争力的重要体现,实施卷烟品牌战略对于卷烟企业可持续发展具有重要的推动作用。卷烟品牌风险管理作为卷烟企业品牌战略的重要组成部分,是卷烟企业进一步加强品牌战略的重要保证。本文通过分析卷烟品牌价值链中风险的形成机理,建立了集风险识别、风险评估、风险控制于一体的卷烟品牌风险管理体系,为卷烟企业强化品牌管理、构建品牌战略提供了可借鉴的研究成果。

Research on Risk Management of Cigarette Brand

Brand stands for the core values and core competitiveness of enterprises,and carrying out brand strategy is of importance to enterprises' sustainable development.As important component of the brand strategy,cigarette brand risk management is the significant guarantee for enterprise to extend its brand strategy.This paper analyzes the forming mechanism of the cigarette brand risk among the brand value chain,and proposes a model of cigarette brand risk management.This model consists of risk identification,ris...