贵州遵义烟草公司卷烟营销策略研究

发布时间：2018-05-08 13:43

本文选题：卷烟 + 民俗消费　；参考：《湖南农业大学》2013年硕士论文

【摘要】：中国烟草行业长期处于专卖体制保护下,市场相对封闭。烟草行业的营销理念和策略显得相对滞后。在此形势下,创新营销观念以增强行业整体营销能力,是中国烟草行业当前迫切需要解决的重大课题。本论文重点以遵义烟草为例,系统分析了遵义民俗消费的发展现状和特点,分析了遵义烟草在营销方面存在的问题和不足。提出了卷烟民俗营销观念,阐述了遵义烟草的营销策略设计和应用,对我国烟草行业营销过程中的困境提出了相关对策。在具体的民俗消费研究中,论文采用问卷调查和统计分析相结合、总体分析和个案分析相结合的研究方法,依据对遵义地区的民俗消费调查,对民俗消费市场进行了总体描述和分类研究,为制定针对性的卷烟营销策略提供切入点。本文主要有以下创新和结论： 1、对遵义各民俗市场及民俗消费的普遍性、传承性、地方性和变异性进行研究,将民俗市场细分为七种类型,并以婚礼、节日民俗为例,从多个层次进行了分析,注重分析了各民俗市场消费特点与卷烟营销的相关性,对民俗消费市场进行了分析。 2、结合对民俗消费市场的层次分析,以及遵义烟草市场实际情况和相关数据表格,提出了品牌营销策略、渠道营销策略、客户关系管理策略,并就每种策略的具体操作提出了可行性建议。论文紧密联系遵义烟草民俗消费和卷烟营销实例,分析研究的实用性较强,对于提升遵义烟草乃至我国烟草行业的营销水平具有一定的借鉴意义。
[Abstract]:China's tobacco industry has long been under the protection of the monopoly system, the market is relatively closed. The marketing concept and strategy of tobacco industry is relatively lagging behind. Under this situation, innovating the marketing concept to enhance the whole marketing ability of the industry is an urgent need to be solved in China's tobacco industry. Taking Zunyi tobacco as an example, this paper systematically analyzes the development status and characteristics of Zunyi folklore consumption, and analyzes the problems and shortcomings of Zunyi tobacco marketing. This paper puts forward the concept of cigarette folk marketing, expounds the design and application of Zunyi tobacco marketing strategy, and puts forward some relevant countermeasures to the difficulties in the marketing process of Chinese tobacco industry. In the specific folklore consumption research, the paper adopts the research method of combining questionnaire survey and statistical analysis, general analysis and case analysis, according to the investigation of folklore consumption in Zunyi area. The general description and classification of folklore consumption market are carried out to provide an entry point for the formulation of targeted cigarette marketing strategies. This paper has the following innovations and conclusions: 1. This paper studies the universality, inheritance, locality and variability of the folklore market and folklore consumption in Zunyi. The folklore market is subdivided into seven types. Taking wedding and festival folklore as an example, the paper analyzes the folklore from many levels. This paper analyzes the correlation between the consumption characteristics of various folklore markets and cigarette marketing, and analyzes the folklore consumption market. 2. Combining with the level analysis of folklore consumption market, the actual situation of Zunyi tobacco market and the relevant data table, the paper puts forward the brand marketing strategy, channel marketing strategy, customer relationship management strategy, and puts forward the brand marketing strategy, the channel marketing strategy and the customer relationship management strategy. Some feasible suggestions are put forward for the specific operation of each strategy. The paper closely linked to Zunyi tobacco folklore consumption and cigarette marketing examples, analysis of the practicability of the study is relatively strong, Zunyi tobacco and even China's tobacco industry to improve the marketing level of a certain reference.
【学位授予单位】：湖南农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

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