我国现代卷烟零售终端建设策略研究

发布时间：2018-05-27 04:19

本文选题：零售终端 + 管理　；参考：《西南财经大学》2013年硕士论文

【摘要】：随着世界经济全球化和中国烟草市场化改革的不断深入,在外部竞争日益激烈、体制优势逐渐削弱的发展格局中,如何做到“卷烟上水平”,如何把中国烟草建立成为一流的现代流通企业,决定了中国烟草必须踏上从传统商业向现代流通的战略转型之路,必须把卷烟营销网络建设作为“最具价值的战略性基础工程”,必须把卷烟零售终端作为卷烟营销网络的“战斗堡垒”。卷烟零售终端是营销网建的细胞,是打通工、商、零的重要链接。中国烟草总公司以2002年上海网建现场会为起点,从战略层面将零售终端定位为行业发展的最宝贵的资源、最基本的力量、最重要的阵地和最关键的合作伙伴。建设现代卷烟零售终端,向零售终端深度扩展协同供应链,推进以消费者为导向,以品牌为主导的卷烟价值链重构,建立工商零一体化面向消费者的营销体系已成为烟草行业的重要战略目标。现代零售终端建设也成为行业发展的新要求、卷烟上水平的新课题、客我关系发展的新需求、网络建设的新阶段和行业价值观的新体现。现代零售终端建设已经升级为行业战略,是“卷烟上水平”时期对渠道战略的深化,是网络建设的新阶段、新发展。本文的研究是从零售终端管理、客户关系管理、服务品牌建设等理论入手,以我国烟草现代零售终端建设为研究对象,运用SWOT矩阵分析方法、案例分析方法等,分析了卷烟零售终端建设的历史经验,总结了开展现代卷烟零售终端建设的经验和规律,提出了我国烟草建设现代卷烟零售终端建设的原则、方法和建设策略,并对今后我国烟草现代卷烟零售终端建设的方向做了思考。全文各章主要内容如下：全文共分为四个章节,其内容安排如下：第一章：简要介绍了现代卷烟零售终端建设的研究背景、重要意义和研究的思路和方法。第二章：简要介绍了零售终端管理、客户关系管理和服务品牌建设等相关理论的研究现状,并由此提出了现代卷烟零售终端建设的内涵和特征。第三章：运用SWOT矩阵分析方法,对我国烟草开展零售终端建设条件进行了综合分析。第四章：介绍了目前烟草行业零售终端的建设模式,找到了适合我国烟草零售终端建设的着力方向,提出了“发展同向、工作同心、服务同步、利益同体”的“四同”要求和“一流的服务、一流的手段、一流的管理、一流的素质”的“四个一流”总体建设目标。在综合分析行业其他单位开展零售终端建设的实践基础上,总结了我国烟草现代卷烟零售终端建设的实践与探索。从打造国际现代物流企业愿景和未来战略发展规划的层面,提出了我国烟草现代卷烟零售终端建设的发展方向。本文根据现代卷烟零售终端建设的理论研究成果,全面分析了当前我国烟草开展终端建设的基础条件、工作思路和实施方案。虽然目前烟草行业开展终端建设实践较多,但因为各单位的外部环境和内部条件不尽相同,所以本文希望在现代卷烟零售终端建设领域内做一些初步、有益探索并为今后各单位开展终端建设提供一些借鉴和思考。本文仅仅是根据我国烟草的现代卷烟零售终端建设实践作为研究对象,较少考虑到行业各单位的个性特征。今后将进一步加强对烟草行业开展现代卷烟零售终端建设的共性研究,全面提升服务卷烟零售客户水平,全力打造一流的现代流通企业。
[Abstract]:With the globalization of the world economy and the deepening of the reform of the Chinese tobacco market, in the developing pattern of the increasingly fierce external competition and the gradual weakening of the institutional advantages, how to achieve the "level of cigarette" and how to establish the Chinese tobacco into a first-class modern circulation enterprise, it is determined that Chinese tobacco must step on the modern flow from the traditional business to the modern flow. On the road of strategic transformation, the construction of cigarette marketing network must be taken as "the most valuable strategic foundation project", and cigarette retail terminal must be taken as the "Battle Fortress" of the cigarette marketing network.
The cigarette retail terminal is the cell built by the marketing network. It is an important link to get through, business and zero. The China National Tobacco Corp, starting from the Shanghai network construction site in 2002, locates the retail terminal as the most valuable resource for the development of the industry from the strategic level, the most basic force, the most important position and the most critical partner. Retail terminal, extending cooperative supply chain to retail terminal, promoting consumer oriented, brand oriented cigarette value chain reconstruction, establishing business zero integration and consumer oriented marketing system has become an important strategic target of tobacco industry. Modern retail terminal construction has also become the new requirement of industry development, the level of cigarette on the level New demand, new stage of network construction and new embodiment of industry values. Modern retail terminal construction has been upgraded to industry strategy. It is the deepening of channel strategy in the period of "cigarette level", a new stage and new development of network construction.
The research of this paper is from the theory of retail terminal management, customer relationship management and service brand building, taking China's tobacco modern retail terminal construction as the research object, using SWOT matrix analysis method, case analysis method and so on, analyzing the historical experience of cigarette retail terminal construction, and summarizing the development of modern cigarette retail terminal construction. The principles, methods and construction strategies of the construction of modern cigarette retail terminals in China's tobacco construction are put forward, and the direction of the construction of modern tobacco retail terminals in China is also given.
The main contents of the full text chapters are as follows:
The full text is divided into four chapters, which are arranged as follows:
Chapter 1: briefly introduces the research background, significance and research ideas and methods of modern cigarette retail terminal construction.
The second chapter: briefly introduces the research status of retail terminal management, customer relationship management and service brand construction, and then puts forward the connotation and characteristics of modern cigarette retail terminal construction.
The third chapter: using SWOT matrix analysis method, the conditions of China's tobacco retail terminal construction are analyzed comprehensively.
The fourth chapter introduces the construction mode of the retail terminal in the tobacco industry, finds the direction for the construction of the tobacco retail terminal in China, and puts forward the "four same" requirements of "developing the same direction, concentric work, service synchronization, androgyny", and "four" "first-class service, first-class means, first-class management, first-class quality". On the basis of the practice and exploration of the construction of retail terminals in China's tobacco modern cigarettes, the practice and exploration of the construction of modern tobacco retail terminals in China are summarized on the basis of the comprehensive analysis of other units in the industry. From the perspective of building the international modern logistics enterprise vision and the future strategic development plan, the construction of modern tobacco retail terminal in China is put forward. The direction of development.
Based on the theoretical research results of modern cigarette retail terminal construction, this paper comprehensively analyzes the basic conditions, working ideas and implementation plans of the current tobacco terminal construction in China. Although there are many practical terminal construction practices in the tobacco industry, the present paper hopes to be present in the present paper because the external environment and internal conditions of each unit are not the same. We will do some preliminary and useful exploration in the field of the construction of cigarette retail terminal, and provide some reference and thinking for the future terminal construction of various units.
This paper is only based on the practice of the modern cigarette retail terminal construction of tobacco in China as the research object, less consideration of the personality characteristics of the industry units. In the future, we will further strengthen the common research on the construction of modern cigarette retail terminals in the tobacco industry, comprehensively improve the level of service cigarette retail customers, and make all the efforts to create a first-class modern modern cigarette. Circulation enterprises.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F721

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