提高祁东县卷烟零售户盈利水平方法的研究

发布时间：2018-07-07 07:18

本文选题：卷烟 + 零售户　；参考：《湖南农业大学》2013年硕士论文

【摘要】：卷烟零售户是连接烟草公司和烟民的纽带,是产品流、信息流和资金流的中间环节,在卷烟价值链中的地位显著。为了提高卷烟零售客户的卷烟盈利水平,试图找出影响卷烟零售客户盈利水平的因素,本文对祁东县卷烟零售户盈利情况进行了调查。该研究采用入户访问、置留问卷和电话调查等方法以及分类走访的形式采集客户数据,按业态、客户类别、商圈、经营规模四个维度对祁东县卷烟零售户2012年度、2012年1-6月及2011年同期的盈利情况进行了全面调查,调查结果如下： 1、2011年祁东县卷烟销售量、销售金额、毛利和利润都比2010年有所增加,2012年第一、二季度与2011年同期相比,也有所增加。 2、2012年城区卷烟零售客户卷烟购进量比农村要多,但比2011年却有所减少,而农村卷烟零售客户购进量却呈增加趋势；城区2012年卷烟购进总额及零售总额均比农村多,但其增幅却比农村小；2012年城区和农村卷烟零售综合毛利水平与2011年同期相比均有增加,农村卷烟零售户毛利率及综合毛利水平增长速度高于城区。 3、同一年不同季度间和同一季度不同年度间卷烟销售存在较大差异；不同业态卷烟零售户卷烟购进量差异较大,其中以超市的月均购进量最大,最少的娱乐场所；不同业态、客户类别、商圈、经营规模的卷烟零售户之间的毛利及不同年度间毛利均有较大差异,表现在超市和食杂店的毛利呈上升趋势,而烟酒店和服务类则下降,SCD类零售户、商务政务圈、规模较大的零售户获毛利多,而SCZ类、其他类和规模较小的零售户获利少。 4、不同经营规模卷烟零售户间毛利水平差异大,洪桥镇经营规模大的户均毛利达19355元,是卷烟零售客户户均毛利的一倍多,经营规模小的户均毛利只有4782元,只有卷烟零售客户户均毛利四分之一。 5、祁东县卷烟零售存在的问题主要有卷烟堆放杂乱,零售客户自律意识不够,经营能力不强,私自批发扰乱市场,卷烟结构有待调整,市场不够规范。最后根据祁东县卷烟销售实际情况提出了提高祁东卷烟零售户的盈利水平应加强业务培训,提高经营能力；改变经营理念,美观店容店貌；根据市场需要,优化卷烟结构；创新经营手段,丰富服务内容；降低经营成本,提高经营效益；竖立诚信形象,提升经营水平；规范进货渠道,整顿市场秩序；保持经营热情,打造优质服务的八项建议。
[Abstract]:Cigarette retailers are the links between tobacco companies and smokers, the intermediate link of product flow, information flow and capital flow, and play an important role in the cigarette value chain. In order to improve the cigarette profit level of cigarette retail customers and find out the factors that affect the profit level of cigarette retail customers, this paper investigates the profit situation of cigarette retailers in Qidong County. This research adopts the methods of household visit, retention questionnaire and telephone survey, as well as the form of classified visit to collect customer data, according to the form of business, customer type, business circle, Four dimensions of business scale of Qidong County cigarette retailers in 2012, from January to June 2012 and the same period of 2011 earnings were investigated, the results are as follows: 1, Qidong County cigarette sales, sales, Gross margins and profits were both higher than in 2010, and increased in the first and second quarters of 2012 compared with the same period in 2011. In 2012, the total amount of cigarette purchase and retail sales in urban areas were more than those in rural areas, but the increase was smaller than that in rural areas. In 2012, both urban and rural cigarette retail gross margins increased compared with the same period in 2011. The growth rate of gross profit rate and comprehensive gross profit level of rural cigarette retailers were higher than that of urban areas. 3. There were great differences in cigarette sales between different seasons in the same year and different years in the same quarter. There is a great difference in the amount of cigarettes purchased by retail consumers in different types of cigarettes, in which the supermarket has the largest and least monthly purchases of cigarettes, and the different types of businesses, customer categories, and business circles, The gross profit of cigarette retailers on a business scale varies greatly from year to year, which is reflected in the upward trend of gross profit of supermarkets and grocery stores, while the decline of tobacco hotels and service categories in SCD retail households and business affairs circles. The larger retail households gained more gross profits, while the SCZs, other categories and smaller retailers made less profit. 4. The gross profit level of cigarette retailers with different operating scales varied greatly. The average gross profit per household in Hongqiao Town reached 19355 yuan. This is more than twice the average gross profit of cigarette retail customers. The average gross profit of small retail households is only 4782 yuan, while that of only cigarette retail customers is 1/4. 5. The main problems in cigarette retail in Qidong County are cigarette stacking and clutter. The retail customer's self-discipline consciousness is not enough, the management ability is not strong, private wholesale disturbs the market, the cigarette structure needs to be adjusted, and the market is not standardized. Finally, according to the actual situation of cigarette sales in Qidong County, the paper puts forward that in order to improve the profit level of cigarette retailers in Qidong County, we should strengthen the business training, improve the management ability, change the management idea, look at the shop appearance, optimize the cigarette structure according to the needs of the market. Eight suggestions for innovating management means, enriching service content, reducing operating cost, improving management benefit, erecting honest image, improving management level, standardizing purchasing channels, rectifying market order, maintaining management enthusiasm and building quality service are put forward.
【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】：F426.89;F274

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