CAJ | 학술논문

在做大做强品牌的战略方针指导下，我国烟草企业正逐步走向品牌竞争时代，卷烟品牌及形象的强弱将决定企业在市场竞争中的竞争地位和竞争实力。卷烟品牌形象是一个特殊的商品品牌形象，其构成具有差异性，经由商业企业、零售户、媒体、公关活动等通道向公众传递品牌形象的过程具有自身特点，各种品牌形象传播通道的效率和效益也存在差别。针对目前我国卷烟品牌形象及其传播通路存在一些问题，作者创建性地提出了传播通路效率和效益提升的一些对策。
재주대주강품패적전략방침지도하，아국연초기업정축보주향품패경쟁시대，권연품패급형상적강약장결정기업재시장경쟁중적경쟁지위화경쟁실력。권연품패형상시일개특수적상품품패형상，기구성구유차이성，경유상업기업、령수호、매체、공관활동등통도향공음전체품패형상적과정구유자신특점，각충품패형상전파통도적효솔화효익야존재차별。침대목전아국권연품패형상급기전파통로존재일사문제，작자창건성지제출료전파통로효솔화효익제승적일사대책。
Under the guidance of the strategic approach making strong brand,China's tobacco enterprises are gradually moving towards the era of brand competition,in which the cigarette brand and image will determine the competitive status and competitive strength. Cigarette brand image is a special commodity brand image and has different composition. And the transferring process to the public by commercial enterprises,retailers,media,public relations activities channel has its own characteristics. The efficiency and effectiveness of various brand image communication channels are also different. At present there are some problems against cigarette brand image and communication channels. This paper put forward some countermeasures to enhance the efficiency and effectiveness of cigarette brand image.