| 英美烟公司在华促销策略初探 |
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| 引用本文： | 张小莉.英美烟公司在华促销策略初探[J].北京师范大学学报(社会科学版),2001(2):134-141. |
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| 作者姓名： | 张小莉 |
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| 作者单位： | 北京师范大学,历史系,北京,100875 |
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| 摘 要： | 英美烟公司是一个世界性的烟草托拉斯组织 ,曾在 2 0世纪初叶的中国卷烟市场上急剧扩张 ,并建立了一个供产销一体的“烟草王国”。促成其垄断地位确立的一个重要原因 ,是其促销策略的成功运用。面对机遇与挑战并存的市场 ,该公司一方面在广告宣传的内容、形式上力求创新 ,加大宣传力度 ,促使消费者购买其产品 ;另一方面 ,十分注重公共关系的运用 ,主要是拉拢当时的政府官员与地方权势人物 ,以便获得宽松的政策和市场环境 ,从而为其市场竞争注入超经济的力量。通过运用直接手段与间接手段相结合的促销策略 ,该公司得以不断拓展其卷烟产品的销售市场
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| 关 键 词： | 英美烟公司 中国市场 促销策略 |
| 文章编号： | 1002-0209(2001)02-0134-08 |
| 修稿时间： | 2000年12月6日 |
First Exploration into the Promotion Policy of B. A. T. in Chinese Market |
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| ZHANG Xiao,li.First Exploration into the Promotion Policy of B. A. T. in Chinese Market[J].Journal of Beijing Normal University(Social Science Edition),2001(2):134-141. |
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| Authors: | ZHANG Xiao li |
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| Abstract: | The British American Tobacco Company (B.A.T.), a world tobacco trust, speedily expanded in Chinese cigarette market in the early 20th century and built a “tobacco realm” where supply, production and selling were unified. One of the important reasons wining succes was its successful implement of promotion policy. Facing with the market where advantages and challenges existed at the same time, on the one hand, the company practiced the innovation of advertisement and strengthened the effect of publicity, which made consumers buy its products; on the other hand, it paid special attention to the use of public relations, mainly being connected with the governmental officials and the local influences, to get a comfortable environment of policy and market, as a result of which added the power of super-economy to its competition. By conducting the promotion policy whose direct promotion strategy and indirect promotion strategy were combined, this company could continually extend its sale market of products sale. |
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| Keywords: | the British American Tobacco Company Chinese market the promotion policy |
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