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| 中外电子烟品牌运营模式对比分析—以Juul和Relx为例【英文】 ABSTRACT In the face of the rapid of new tobacco and the challenge to traditional tobacco,China’ Tobacco Monopoly Administration,at the 2018 National Tobacco Work Conference, explicitly deepened the innovation and reform of new tobacco, promoted the development of new types of tobacco products in terms of scale, industrialized and branding, promoted the study of policies and regulations, and actively promoted the establishment of regulatory policies. At the same time, China Tobacco is encouraged to actively research and develop patent technologies with independent core,so as to break through the patent barriers of foreign countries and quickly enter the overseas market. Looking for opportunities,the e-cigarette industry has been developing rapidly this year, and the market scale has been expanding constantly. With the development of Juul brand to the domestic market,domestic brands have also been developing rapidly. This paper mainly analyzes the operation modes of Relx and Juul to explore the existing problems and advantages and disadvantages in the operation and development of e-cigarette brands. At the same time, the comparative study of the two brand operation modes can also provide inspiration for the development of international electronic brands. Using the comparative analysis method, from the product introduction, product design,technology, market strategy and brand advantages and disadvantages of five aspects of the study. Key words：E-cigarette; The market situation; Emerging tobacco products Contents Introduction 1 Chapter 1 Research Background and Significance of the study 1 1.1 Background of the study 1 1.2 Purpose of study 2 1.3 The Main ideas of the paper 2 1.4 The Methods and Approaches of Research 3 1.5 Feasibility or the Foundation of the Research 3 Chapter 2 Literature Review 3 2.1 Introduction to Comparative Analysis 3 2.2 The classification of Comparative analysis 4 2.2.1 Comparative analysis in absolute Numbers 4 2.2.2 Percent change analysis 4 2.3 Related Research at Home and Abroad 4 2.3.1 Related Research at Home 4 2.3.2 Related Research at Abroad 5 Chapter 3 Comparative between Juul and Relx brand operation mode 5 3.1 Introduction to Operation 6 3.1.1 Design and production 6 3.1.2 Technology 7 3.1.3 The marketing strategy 7 3.2 Advantages and Disadvantages of operation mode 8 Chapter 4 Inspiration of operation mode 9 4.1 Inspiration for the domestic 9 4.2 Inspiration for the international market 9 Conclusion 10 Bibliography 11 Acknowledgements 12 |
