JS公司“苏烟”精准营销策略及其应用研究

发布时间：2018-07-25 12:40

【摘要】：精确、精密和可衡量性是精准营销的三大核心思想。借助先进的数据库技术,在充分了解与掌握市场需求的基础上,企业通过物流把产品在适当的时间内送到需要的客户手上是精准营销实现的过程,也是企业和顾客同时实现价值提升的过程。按照国家对烟草行业的规定,工商营销要求准确定位、有机对接、突出品牌、全面提升,JS公司则更要求精确信息、精准投放、精细管理。结合企业自身的情况,JS公司开展了“苏烟”品牌的精准营销,这种营销手段可实现主动向零售终端,直接面向顾客,形成以“客户价值链”、“品牌增值链”为主链,以时间、区域、客户分类为维度,实现提升覆盖率、铺货率、动销率、断货率、成长率,以及达到精良的定位、精确的信息、精准的投放、精细的管理、精妙的引导的模式,能够有效的推动“苏烟”品牌的快速成长,进而促进企业可持续发展以及工商业共同发展。本论文以JS公司如何有效实施精准营销为切入点,以“苏烟”品牌为例,探索实现精准营销的具体对策与方案,以为企业的发展提供有价值的参考与借鉴。论文一共分为六章,第一章主要分析了选题的背景、研究目标以及思路和方法。第二章阐述了精准营销的相关理论知识,以及精准营销在当前烟草行业中的地位及应用。第三章主要分析了JS公司实施的精准营销的背景,概括了JS公司的发展历程与现状。第四章论述了“苏烟”品牌精准营销的导入,深入分析了“苏烟”品牌精准营销导入的内在条件和外在支撑以及其精准营销的策略方案。第五章主要阐述了“苏烟”品牌精准营销的体系构建,同时论述了“苏烟”品牌精准营销实施效果的综合评价。第六章是结论,主要分析了以市场、信息、品牌、销售代表为导向的精准营销对策,并对未来市场的精准营销进行了展望。最后,研究结果认为：为了更好的了解顾客的相关信息,及时掌握卷烟市场情况,JS公司应该积极研究精准营销策略,这种策略的实施将有利于企业找准市场,提高企业品牌的竞争力,促进企业的发展和壮大。
[Abstract]:Precision, precision and measurability are the three core ideas of precision marketing. With the help of advanced database technology, on the basis of fully understanding and mastering the market demand, it is the process of precision marketing to deliver the products to the customer in the appropriate time through logistics. Also is the enterprise and the customer simultaneously realizes the value enhancement process. In accordance with the national regulations on tobacco industry, the industrial and commercial marketing requirements for accurate positioning, organic docking, highlighting the brand, the overall promotion of JS company requires more accurate information, accurate delivery, fine management. In combination with the enterprise's own situation, JS Company has carried out the accurate marketing of "Suyan" brand. This marketing method can realize active retail terminal, directly facing customers, forming "customer value chain", "Brand Value-added chain" main chain, and time, Region, customer classification as a dimension to achieve improved coverage, paving rate, moving sales rate, delivery rate, growth rate, and to achieve sophisticated positioning, accurate information, accurate delivery, fine management, sophisticated guidance mode, It can effectively promote the rapid growth of "Suyan" brand, and then promote the sustainable development of enterprises and the common development of industry and commerce. This paper takes JS company how to carry out precision marketing effectively, taking "Suyan" brand as an example, explores the concrete countermeasure and scheme to realize precision marketing, and provides valuable reference and reference for the development of enterprise. The thesis is divided into six chapters. The first chapter mainly analyzes the background, research objectives, ideas and methods. The second chapter describes the theoretical knowledge of precision marketing, as well as the status and application of precision marketing in the current tobacco industry. The third chapter mainly analyzes the background of precision marketing implemented by JS Company, summarizes the development history and present situation of JS Company. The fourth chapter discusses the introduction of "Suyan" brand precision marketing, in-depth analysis of the "Suyan" brand precision marketing introduction of the internal conditions and external support, as well as its precision marketing strategy. The fifth chapter mainly expounds the system construction of Suyan brand precision marketing, and discusses the comprehensive evaluation of the implementation effect of Suyan brand precision marketing. The sixth chapter is the conclusion, mainly analyzes the precision marketing countermeasure which takes the market, the information, the brand, the sales representative as the direction, and has carried on the prospect to the future market precision marketing. Finally, the research results show that in order to better understand the relevant information of customers, JS company should actively study precision marketing strategy in order to understand the cigarette market situation in time. The implementation of this strategy will help enterprises to find the right market. Improve the competitiveness of enterprise brands, promote the development and growth of enterprises.
【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

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