论菲利普莫里斯公司在竞争中不断胜出的秘诀

菲利普莫里斯是世界上最大的卷烟生产公司，其旗下产品万宝路风靡全球。本文首先介绍了菲利普莫里斯公司的基本情况，主要研究了菲利普莫里斯的烟草产品可以在激烈竞争中不断胜出的秘诀。以万宝路为例，介绍了了香烟的品牌建立以及香烟产品的经营背景。论文的核心分析了菲利普莫里斯公司对万宝路香烟所施行的营销策略，主要是菲利普莫里斯公司对万宝路香烟的产品定位策略和推广策略。产品定位策略分析了菲利普莫里斯在不同市场条件下对于万宝路香烟产品定位做出的改变。推广策略详细分析了线上推广和线下推广以及线上线下的结合。最终总结菲利普莫里斯公司在竞争中不断胜出的秘诀是其对营销策略的正确运用。

关键词：营销策略; 产品定位策略; 产品推广策略
Abstract
Philips Morris, as the leading tobacco company in the world, produces the best-selling cigarettes in the world---Marlboro, which is popular all over the world. This paper concentrates on the outstanding competitive edge of Philips Morris. First, it gives a general introduction to Philips Morris and then analyzes the establishment of the cigarette brand Marlboro and the basic business background of the products. The core of the paper deeply illustrates Philips Morris’ marketing strategies on the Marlboro cigarette. One is the product positioning strategy and the other is the product promotion strategy. The product positioning strategy of Philips Morris researches the product position of Marlboro changing from Ms. Cigarettes to Mr. Cigarettes under different marketing conditions. The product promotion strategy researches Philips Morris’ on-line promotion strategy, off-line promotion strategy and their integration. Finally, this paper concludes that to smartly use the marketing strategy is Philips Morris competitive edge.

Key Words: marketing strategy; product positioning strategy; product promoting strategy 

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