广东中烟中高档卷烟广州市场调研报告

发布时间：2017-12-31 13:30

本文关键词：广东中烟中高档卷烟广州市场调研报告　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国作为世界上最大的烟草生产和消费国，烟草业在国民经济中的地位举足轻重。随着国内烟草生产和销售市场的逐步规范，全国卷烟供需环境呈现整体平衡状态，但各地卷烟生产及销售企业间激烈的竞争态势和利益冲突也日益凸显。2011年，全国卷烟单箱批发销售收入（含税）20929元，同比增加2824元，一至三类烟的快速增长成为拉动卷烟结构提升的主要因素。2011年行业一类烟销量同比增长35.12%，对全国卷烟结构提升的贡献度为68.53%，比上年同期提升2.13个百分点；二类烟销量同比增长36.73%，对全国卷烟结构提升的贡献度为17.33%，比上年同期提升0.97个百分点；三类烟销量同比增长28.16%，对全国卷烟结构提升的贡献度为47.35%，比上年同期提升10.22个百分点。总体上看，一类烟对卷烟结构提升的贡献度最高。本文以广州地区为例，对中高档卷烟消费者购买行为、产品需求、促销方式等进行调研并分析，，为双喜品牌中高档卷烟在广州卷烟市场的营销策略及新产品开发提供一定的理论依据。
[Abstract]:As the world ' s largest producer and consumer of tobacco , the status of tobacco industry plays an important role in the national economy . With the gradual regulation of domestic tobacco production and sales market , the national cigarette supply and demand environment presents an overall balance state . In 2011 , the national cigarette sales revenue ( including tax ) 20929 yuan , the increase of the national cigarette structure by 2.13 percentage points , the national cigarette sales increased by 28.16 % year - on - year , increased 10.22 percentage points over the same period of the previous year . Overall , a class of cigarettes has the highest contribution to the cigarette structure promotion . Taking Guangzhou area as an example , this paper studies and analyzes the purchasing behavior , product demand and promotion mode of middle and high - grade cigarettes , and provides some theoretical basis for the marketing strategy and new product development of high - end cigarettes in Guangzhou cigarette market .

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F723;F426.89

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