株洲烟草金字塔型零售终端服务与管理体系建构模式研究

发布时间：2018-02-09 19:06

本文关键词： 金字塔型零售终端服务管理模式　出处：《湖南农业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国加入世界贸易组织,国内外形势发生了巨大的变化,我国烟草行业的健康持续发展面临着前所未有的压力。零售终端作为烟草企业与消费者的连接纽带,其拥有着举足轻重的作用,因此,扎实打牢卷烟零售终端基础,对我国烟草行业的发展具有重要的战略意义。本文通过对株洲烟草的实践运用进行探索分析,研究符合株洲烟草实际的零售终端服务与管理体系。所得主要结论如下。 1各项卷烟销售指标得到提升：零售终端建设为卷烟营销网络质量的提升创造了更有利的条件,烟草公司也将进一步增强对卷烟市场的控制力,从而有助于烟草事业的稳定、健康、可持续发展,卷烟销售经济指标也将再创新高。 2对零售终端的服务效率得到提高：金字塔式的零售终端建设体系,将零售终端分为不同层次,针对不同层次的零售客户提供差异化的服务,将有限的服务资源投入到不同客户中去,满足客户的不同需求；同时,金字塔式的零售终端建设体系使得零售户服务需求将更加理性,从而促使烟草公司的服务将更加到位,服务方式更加切合实际,服务模式更加优化,服务效率得到不断提高,服务成本将不断降低,而零售户的满意度将不断提高。 3企业内部工作流程进一步优化：零售终端管理与服务体系涉及烟草企业的各个部门,需要各个部门全员参与,通力协作,相互配合,整合企业资源,打造优质的零售终端。同时,针对零售终端的管理与服务,以零售客户的需求为各项工作的出发点和落脚点,从而制定部门间工作衔接程序,优化工作流程,提高工作效率。 4烟草商业企业的竞争力得到提高：建设好卷烟营销网络这一战略性基础工程,以卷烟营销网络建设为切入点,塑造株洲烟草良好的“容·诚”服务品牌形象,不断提升株洲烟草竞争力。 5烟草公司公信力进一步提升：通过卷烟营销网络建设,打造标准化、规范化、信息化的零售终端建设,为社会打开了解烟草公司的窗口；透过优质终端,烟草公司也必将利用优质的服务,规范的形象、有效的引导,不断提升自身公信力。 6烟草公司与零售户之间和谐共赢的伙伴关系更加和谐：一方面,烟草公司更加重视零售终端,得终端者得天下,烟草公司未来的发展更加倚重终端；另一方面,零售客户需要烟草公司的支持和帮助以获得更高的利润,不断提高盈利水平。 7企业形象得到良好塑造：零售终端建设是卷烟营销网络建设的重要组成部分,注重零售客户的软硬件的提升,包括零售客户自身素质的提升、对消费者的服务优化,店面形象的亮化、诚信守信的经营等。
[Abstract]:With China's entry into the World Trade Organization (WTO), great changes have taken place at home and abroad, and the healthy and sustainable development of China's tobacco industry is facing unprecedented pressure. Therefore, it is of great strategic significance for the development of tobacco industry in China to lay a solid foundation of cigarette retail terminal. This paper explores and analyzes the practical application of Zhuzhou tobacco. The paper studies the retail terminal service and management system of Zhuzhou tobacco. The main conclusions are as follows. (1) cigarette sales targets have been enhanced: the construction of retail terminals has created more favorable conditions for the improvement of the quality of cigarette marketing networks, and tobacco companies will further enhance their control over the cigarette market, thus contributing to the stability of tobacco industry. Health, sustainable development, cigarette sales economic indicators will also hit a new high. 2the service efficiency of retail terminal is improved: the pyramid retail terminal construction system divides the retail terminal into different levels and provides differentiated services for different levels of retail customers. At the same time, the pyramidal retail terminal construction system will make the service demand of retail households more rational, thus promoting the tobacco companies' services to be more in place. The service mode is more practical, the service mode is more optimized, the service efficiency is improved, the service cost will be reduced, and the satisfaction of the retail households will be improved. 3The internal workflow of the enterprise is further optimized: the retail terminal management and service system involves every department of the tobacco enterprise, which needs the participation of all the departments, the cooperation of each department, the cooperation of each other, and the integration of the enterprise resources. At the same time, aiming at the management and service of retail terminal, taking the demand of retail customer as the starting point and end point of each work, we can make the procedure of interdepartmental work convergence, optimize the workflow and improve the work efficiency. (4) the competitiveness of tobacco commercial enterprises has been improved: build the strategic basic project of cigarette marketing network, take the cigarette marketing network construction as the breakthrough point, mold Zhuzhou tobacco's good "Rong 路Cheng" service brand image, Continue to enhance the competitiveness of Zhuzhou tobacco. (5) the credibility of tobacco companies is further enhanced: through the construction of cigarette marketing networks, the establishment of standardized, standardized and information-based retail terminals will open a window for the society to understand tobacco companies; through high-quality terminals, Tobacco companies will use quality services, standardized image, effective guidance, constantly improve their credibility. (6) the harmonious and win-win partnership between tobacco companies and retailers is more harmonious: on the one hand, tobacco companies pay more attention to retail terminals, and the future development of tobacco companies depends more on terminals; on the other hand, Retail customers need the support and help of tobacco companies to make higher profits and improve profitability. 7 the enterprise image is well shaped: the retail terminal construction is an important part of the cigarette marketing network construction, paying attention to the promotion of the retail customer's hardware and software, including the promotion of the retail customer's own quality, the service optimization to the consumer, Store image of the light, integrity and credibility of the management and so on.
【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】：F724;F426.89

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