基于客户细分的ZC烟草零售客户营销策略研究

发布时间：2018-04-21 03:31

本文选题：ZC市 + 烟草　；参考：《山东理工大学》2017年硕士论文

【摘要】：在宏观经济下行与控烟禁烟影响下,尤其是在当前中国对于控制烟草方面的规定日益严格、禁烟令和限烟令不断颁布、人们吸烟的比例持续降低等情况下,中国的烟草运营市场正在发生着巨大的变迁,在这种情况下,中国的烟草业正在面临卷烟运行拐点的来临,保持行业平稳发展和税利稳定增长的压力凸显。新常态经济环境下烟草行业开展市场化取向改革是大势所趋,在以前的很长一段时间里,在烟草运营方面存在着运行销售方式不精细、管理方法不先进等方面的缺陷和不足,从而导致全市范围内创建知名的烟草品牌很困难,付出努力很多但收效不好,以至于整个烟草市场的供货量与需求量之间存在着偏差,进而造成烟草购买者不是很满意,而烟草零售部门也得不到高利润的双亏现象,无论是烟草公司还是零售客户的收益都是每况愈下,最终带来的根本影响就是不利于公司的长久发展。所以,进入到新世纪,面临着现在的社会经济发展情况和烟草领域的市场状况,怎样调整公司运营销售思维和途径,研究制定更能适应环境发展、更科学、更有利于行业发展的运营销售方案,并将其真正落实到具体的工作中,从而真正适应烟草行业市场的需要,助推烟草领域的长久、科学、高效进步,无疑就变成了本文的案例公司——ZC烟草所面对的最紧急、最迫切需要解决的问题。本文针对ZC烟草当前的经营现状,以文献研究、聚类分析等方法,通过完善客户分类,科学的评价客户价值,运用现代市场营销学理论,进行卷烟的精准营销,从而树立品牌形象并赢得长期的竞争优势。本文研究共分为五部分:首先,本文确定研究的背景、意义和研究方法及技术路线,并对客户细分和烟草行业相关文献进行综述,为本文研究打下良好基础。其次,本文对市场细分、客户细分营销策略的相关理论进行深入研究,为本文研究提供理论基础。再次,对ZC烟草零售客户评价现状进行分析,主要是对ZC烟草现状、零售客户分类方法和分类标准等进行了深入研究。然后,是对ZC烟草零售客户的分类,主要是确定卷烟零售客户价值评价指标设计原则、评价表及评分标准,然后进行ZC烟草零售客户价值评价统计分析、聚类分析,在此基础上建立客户群分类模型,最后得出零售客户聚类结果。最后,是ZC烟草的营销策略和保障措施,在前文分析的基础上,提出ZC烟草零售客户的产品、价格、渠道、促销策略,并制定相应的保障措施。
[Abstract]:Under the influence of the macroeconomic downturn and smoking control, especially in the light of the increasingly stringent regulations on tobacco control in China, the promulgation of smoking ban and smoking restriction orders, and the continuous decrease in the proportion of people smoking, The tobacco operation market in China is undergoing great changes. In this case, the tobacco industry in China is facing the approaching turning point of cigarette operation, and the pressure of maintaining the steady development of the industry and the steady growth of tax interest is highlighted. In the new normal economic environment, it is the trend of the times for the tobacco industry to carry out market-oriented reform. In the long period of time before, there were some defects and deficiencies in the tobacco operation, such as the operation and sale mode is not fine, the management method is not advanced, and so on. As a result, it is very difficult to establish a well-known tobacco brand across the city, and efforts are made but the results are not good, so that there is a deviation between the supply volume and the demand in the entire tobacco market, which in turn causes tobacco buyers not to be very satisfied. But the tobacco retail department also can not get the high profit double loss phenomenon, whether the tobacco company or the retail customer's income are all getting worse and worse, finally the fundamental influence is unfavorable to the company's long-term development. Therefore, in the new century, facing the current situation of social and economic development and the market situation in the field of tobacco, how to adjust the company's operating and sales thinking and ways, and how to study and formulate more suitable for environmental development and more scientific, More conducive to the development of the industry and the operation of sales programs, and the real implementation of the specific work, so as to truly adapt to the needs of the tobacco industry market, promote the tobacco field of long-term, scientific, efficient progress, Undoubtedly, it becomes the most urgent and urgent problem that ZC Tobacco faces. In this paper, according to the current situation of ZC tobacco management, by means of literature research, cluster analysis and other methods, through perfecting customer classification, scientifically evaluating customer value, applying modern marketing theory to carry out accurate marketing of cigarettes. Thus establish brand image and win long-term competitive advantage. This paper is divided into five parts: first, this paper determines the background, significance, research methods and technical routes, and summarizes the customer segmentation and tobacco industry related literature, which lays a good foundation for this study. Secondly, this paper makes a deep research on the relevant theories of market segmentation and customer segmentation marketing strategy, which provides the theoretical basis for this study. Thirdly, this paper analyzes the status quo of ZC tobacco retail customer evaluation, mainly on the status quo of ZC tobacco, retail customer classification methods and classification standards. Then, it classifies the ZC tobacco retail customers, mainly determines the design principles, evaluation tables and scoring criteria of cigarette retail customers' value, and then carries on the statistical analysis and cluster analysis of ZC tobacco retail customers' value evaluation. On this basis, the customer group classification model is established, and finally, the retail customer clustering results are obtained. Finally, it is the marketing strategy and safeguard measure of ZC tobacco. Based on the above analysis, this paper puts forward the product, price, channel and promotion strategy of ZC tobacco retail customer, and formulates the corresponding safeguard measure.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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