煙草在線據(jù)《韓國(guó)時(shí)報(bào)》報(bào)道編譯　　韓國(guó)的領(lǐng)先卷煙制造商KT&G，依然是超過(guò)國(guó)際巨頭的當(dāng)?shù)厥袌?chǎng)的領(lǐng)頭羊。去年，該公司擁有62%的市場(chǎng)份額。

　　即使政府于1988年開(kāi)放了煙草行業(yè)，但是該公司的地位從未丟給全球的競(jìng)爭(zhēng)對(duì)手，包括菲莫國(guó)際、英美煙草和日煙國(guó)際公司在內(nèi)。

　　KT&G把其競(jìng)爭(zhēng)力歸結(jié)為優(yōu)質(zhì)產(chǎn)品和海外銷售的增長(zhǎng)。

　　“我們非常自豪，我們做得很好，從來(lái)沒(méi)有向全球競(jìng)爭(zhēng)者丟過(guò)市場(chǎng)份額，”KT&G在一份新聞稿中表示。

　　據(jù)該公司介紹，當(dāng)一個(gè)國(guó)家的卷煙市場(chǎng)自由地開(kāi)放進(jìn)行競(jìng)爭(zhēng)時(shí)，保持這樣的地位很罕見(jiàn)。

　　例如，當(dāng)西班牙公司在2007年并入帝國(guó)煙草集團(tuán)時(shí)，它的市場(chǎng)份額下降了20%。在土耳其，于2008年Tekel公司賣給英美煙草時(shí)，其市場(chǎng)份額下跌了30%。

　　KT&G努力保持其產(chǎn)品的質(zhì)量，包括旗艦品牌：This、時(shí)間、愛(ài)喜、季節(jié)和傲貓。

　　生產(chǎn)過(guò)程的每一步都進(jìn)行監(jiān)控，在確認(rèn)銷售之前，要兩次仔細(xì)地檢查產(chǎn)品。質(zhì)量控制經(jīng)理要在每包煙上打印他們的名字，來(lái)保證其質(zhì)量。

　　“這樣的政策，向我們的顧客保證我們只賣最好的產(chǎn)品，”KT&G的一名官員說(shuō)。

　　該公司還提出了新的創(chuàng)新產(chǎn)品。其中之一是傲貓咖啡，傲貓系列中一個(gè)新的榛子咖啡味卷煙。

　　KT&G的國(guó)際銷售額也提高了，在2012年飆升至6.34億美元，比2000年的3.7萬(wàn)美元增長(zhǎng)了1713%。在其海外銷售的品牌中，愛(ài)喜主導(dǎo)著世界超細(xì)市場(chǎng)，僅去年一年在全世界的銷售額就超過(guò)了500億支。

　　這家壟斷著煙草和人參市場(chǎng)的前國(guó)有公司，自從它在2002年被私有化后，將其業(yè)務(wù)擴(kuò)展至房地產(chǎn)、食品和飲料、生物技術(shù)和醫(yī)藥產(chǎn)品。

　　其銷售額從2002年的2.03萬(wàn)億韓元，攀升到了在2012年的3.98萬(wàn)億韓元，而其凈利潤(rùn)翻了一番多，同期從5860億韓元攀升到1.03萬(wàn)億韓元。

　　在2012年，KT&G被連續(xù)第三年列入道瓊斯可持續(xù)發(fā)展指數(shù)(DJSI)，即評(píng)估最大的2500家上市公司可持續(xù)性的道瓊斯全球總體股票市場(chǎng)指數(shù)的系列指數(shù)。

評(píng)論：

　　曾經(jīng)受到國(guó)有保護(hù)的韓國(guó)煙草制造商KT&G，在政府放開(kāi)市場(chǎng)之后依然保持著市場(chǎng)領(lǐng)導(dǎo)者的地位，并且在拓展國(guó)際市場(chǎng)方面高歌猛進(jìn)，2012年的國(guó)際銷售額比2000年時(shí)增長(zhǎng)了17134倍。在這驚人增長(zhǎng)的背后，是KT&G公司的品質(zhì)保證和產(chǎn)品創(chuàng)新。韓國(guó)的產(chǎn)品一向以品質(zhì)優(yōu)良著稱，電子產(chǎn)品、數(shù)碼產(chǎn)品、汽車、服飾及化妝品等，都深受國(guó)內(nèi)外消費(fèi)者的歡迎，韓國(guó)人喜愛(ài)國(guó)產(chǎn)品牌也是與其產(chǎn)品的高質(zhì)量分不開(kāi)的，而要想獲得國(guó)外消費(fèi)者的認(rèn)可首先應(yīng)該得到國(guó)內(nèi)消費(fèi)者的肯定。高品質(zhì)無(wú)疑是最好的賣點(diǎn)，另外獨(dú)特的創(chuàng)新也是創(chuàng)造需求的一個(gè)重要途徑。總之，只有著眼于市場(chǎng)，通過(guò)新產(chǎn)品創(chuàng)造出新需求，并且有可靠的質(zhì)量保障，才能受到消費(fèi)者的青睞，也才能使企業(yè)在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出。

Korea - South: KT&G Dominates Cigarette Market

　　Korea's leading cigarette manufacturer, KT&G, remains the top player in the local market over international giants. Last year, the company held 62 percent of the market share.

　　Even after the government opened the tobacco industry in 1988, the firm never lost its position to global competitors including Phillip Morris International, British American Tobacco and Japan Tobacco International.

　　KT&G attributes its competitiveness to its premium quality products and growth in overseas sales.

　　"We're so proud that we've done so well and never lost ground to the global competitors," KT&G said in a press release.

　　According to the company, maintaining such a stronghold is rare when a country's cigarette market is exposed to free and open competition.

　　For instance, when Spanish firm Altadis merged with Imperial Tobacco Group in 2007, its market share plunged by 20 percent. In Turkey, its state-run company Tekel was sold to British American Tobacco in 2008 and its shares dropped by 30 percent.

　　KT&G puts effort into maintaining the quality of its products, including its flagship brands: This, Time, Esse, Season and Raison.

　　Every step of the manufacturing process is monitored and the product is carefully examined twice before it is confirmed for sales. Quality-control managers are required to print their names on each pack of cigarettes to guarantee its quality.

　　"Such a policy ensures our customers we only sell the best," a KT&G official said.

　　The company also came up with new innovative products. One of them is Raison Cafe, a new hazelnut coffee-flavored cigarette in the Raison line.

　　KT&G also targeted international consumers to boost its sales, which soared to $634 million in 2012, up 1,713 percent from $37,000 in 2000. Of its brands sold overseas, Esse dominated the world's super-slim market with sales of over 50 billion cigarettes worldwide last year alone.

　　The former state-run company, which monopolized tobacco and ginseng, expanded its business to real estate, food and beverages, biomedical technology and pharmaceutical products since it was privatized in 2002

　　Its sales then climbed from 2.03 trillion won in 2002 to 3.98 trillion won in 2012, while its net profit more than doubled from 586 billion won to 1.03 trillion won over the same period.

　　KT&G was listed on the Dow Jones Sustainability Indexes (DJSI) for the third consecutive year in 2012, a family of indexes evaluating the sustainability of the largest 2,500 companies listed on the Dow Jones Global Total Stock Market Index. Enditem