A市烟草商业企业基于顾客价值的营销策略设计

发布时间：2018-06-16 11:17

本文选题：烟草商业企业 + 顾客价值　；参考：《南京理工大学》2013年硕士论文

【摘要】：本文以A市烟草商业企业作为主要研究对象,在对顾客价值理论、供应链及利益相关者理论、及烟草营销相关研究进行系统综述和回顾的基础上,首先对A市烟草商业企业的顾客进行辨析,把烟草工业企业、零售户和消费者都视为A市烟草商业企业的顾客。然后,笔者运用定位理论、渠道管理和组织管理的理论和方法,从A市烟草商业企业宏观环境、经营环境、竞争环境以及SWOT几方面分析其营销环境,从而得出A市烟草商业企业应定位为一个以提供服务为核心的现代流通企业的发展定位。接着笔者基于顾客价值理论,立足于A市烟草商业企业,从工商协同营销、品牌培育策略、渠道策略、推广策略几个方面针对烟草工业企业顾客设计相应的营销策略；从产品策略、价格策略、渠道策略、推广策略、关系营销策略几个方面针对零售户顾客设计相应的营销策略；从产品策略、渠道策略、公共关系策略几个方面消费者顾客设计出相应的营销策略,从而实现三类顾客的价值增值。最后笔者对该领域的未来研究方向提出了些许建议。
[Abstract]:In this paper, the tobacco commercial enterprises in A city as the main research object, on the basis of the customer value theory, supply chain and stakeholder theory, and tobacco marketing related research on the basis of a systematic review and review. Firstly, the customers of the tobacco commercial enterprises in A city are analyzed, and the tobacco industry enterprises, retailers and consumers are all regarded as the customers of the tobacco commercial enterprises of A city. Then, the author uses the positioning theory, channel management and organization management theory and method to analyze the marketing environment of tobacco commercial enterprises in A city from the aspects of macro environment, business environment, competition environment and SWOT. It is concluded that A city tobacco commercial enterprise should be positioned as a modern circulation enterprise with the core of providing service. Then the author based on the customer value theory, based on the A City tobacco commercial enterprises, from the industrial and commercial cooperative marketing, brand cultivation strategy, channel strategy, promotion strategy for tobacco industry enterprise customer design corresponding marketing strategy; From the product strategy, the price strategy, the channel strategy, the promotion strategy, the relational marketing strategy, designs the corresponding marketing strategy for the retail customer, from the product strategy, the channel strategy, In several aspects of public relations strategy, consumers design corresponding marketing strategies to realize the value added of three kinds of customers. Finally, the author puts forward some suggestions on the future research direction of this field.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89

【参考文献】