中国烟草总公司天津市公司营销策略研究

发布时间：2018-09-08 07:53

【摘要】：1982年,国家实行了烟草专卖专营制度,在原材料采购、卷烟生产、分销和零售整条供应链中建立了严格的烟草专卖管理体系。在一段时期内,烟草行业取得了快速的发展和进步,为国家财政收入的增加和国家经济建设做出了巨大的贡献。随着经济全球化,国内卷烟市场与国际卷烟市场逐步对接,信息网络的发展促进了卷烟营销信息系统的建立和卷烟网上交易平台的使用,国际控烟形势压缩了卷烟市场的营销空间,使得卷烟市场的竞争越来越激烈。作为渠道商的烟草商业企业如何优化营销策略、提高营销效果、提升自我形象、构建和谐的客我关系,已经成为决定企业能否在激烈的卷烟市场中占有一席之地的关键,是当前烟草商业企业迫切需要解决的问题。中国烟草总公司天津市公司是天津地区唯一合法的卷烟批发机构,天津卷烟市场处于稳定发展状态,卷烟营销难度与卷烟市场的环境变化息息相关,宏观经济下行和高档礼品卷烟限价都冲击着卷烟市场,销烟与控烟的矛盾问题加大,天津市公司今后将面临更大的挑战。本文以中国烟草总公司天津市公司为研究对象,从介绍中国烟草行业改革和发展入手,运用统计分析法分析销售数据、经营指标,掌握了中国烟草总公司天津市公司的经营现状。运用PEST法分析宏观营销环境；从销售市场、竞争环境、顾客需求等三个方面分析微观营销环境；运用SWOT法分析企业的优势、劣势、机会和威胁。通过对天津烟草经营状况的分析和营销环境的了解,找出存在的问题,并根据STP策略和4P营销组合策略提出了关于产品、价格、渠道、促销等四方面的营销策略以及市场秩序、信息系统、营销队伍等三方面的保障措施。
[Abstract]:In 1982, the state implemented the tobacco monopoly system, and established a strict tobacco monopoly management system in the whole supply chain of raw material procurement, cigarette production, distribution and retail. In a period of time, the tobacco industry has made rapid development and progress, and has made great contributions to the increase of national financial revenue and national economic construction. Along with the economic globalization, the domestic cigarette market and the international cigarette market gradually docked, the development of the information network promoted the establishment of the cigarette marketing information system and the use of the cigarette online trading platform. The situation of international tobacco control compacts the marketing space of cigarette market and makes the competition of cigarette market more and more intense. How to optimize marketing strategy, improve marketing effect, improve self-image and build harmonious relationship between customers and China has become the key to determine whether the enterprise can occupy a place in the fierce cigarette market. Is the current tobacco commercial enterprise urgent need to solve the problem. Tianjin Tobacco Corporation is the only legitimate cigarette wholesale organization in Tianjin. The cigarette market in Tianjin is in a stable state. The difficulty of cigarette marketing is closely related to the change of cigarette market environment. Both the macro-economic decline and the price limit of high-grade gift cigarettes are impacting the cigarette market, and the contradiction between selling cigarettes and controlling tobacco is increasing, so Tianjin company will face more challenges in the future. This paper takes Tianjin Company of China Tobacco Corporation as the research object, starting with the introduction of the reform and development of China's tobacco industry, using statistical analysis method to analyze the sales data and management indicators. Grasps the management present situation of Tianjin Company of China Tobacco Corporation. Using PEST method to analyze the macro marketing environment; to analyze the micro marketing environment from three aspects: sales market, competition environment and customer demand; and to use SWOT method to analyze the advantages, disadvantages, opportunities and threats of enterprises. Through the analysis of the situation of Tianjin tobacco management and the understanding of the marketing environment, this paper finds out the existing problems, and according to the STP strategy and the 4P marketing combination strategy, puts forward the marketing strategy and market order about the product, the price, the channel, the promotion and so on. Information system, marketing team and other three aspects of security measures.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F721

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