陕西中烟延安烟草公司营销渠道管理的若干问题研究

发布时间：2018-11-10 12:23

【摘要】：随着我国烟草市场的逐步开放，与国外烟草公司的竞争将日益激烈，我国的烟草企业面临着严峻的市场竞争力的考验。在这场竞争中，提高我国卷烟企业的营销能力是成败的关键，而作为市场营销策略组合四要素之一的营销渠道已成为我国烟草企业参与国际、国内竞争的关键性资源，加强营销渠道管理，创造渠道优势提升竞争力成为我国烟草企业的现实选择。本文以延安烟草公司的营销渠道管理为研究对象，在分析延安烟草公司的营销环境时使用了波特的五力模型分析法，并总结了其存在的威胁与机会，，具备的优势和存在的劣势，认为应采用SO战略来提升渠道管理。结合营销渠道管理的相关理论，本文分析了延安烟草公司的营销渠道管理存在的问题，诸如：缺乏营销理念、渠道目标不明确；工商协同机制不完善；内部管理机制不健全；对零售商管理的缺失等等。为了有效的解决问题，实施SO战略，相应的提出了改进渠道的策略，包括优化渠道模式、建立卷烟工商企业战略合作伙伴关系、提高内部管理机制、完善对零售商的管理机制等等。目的是通过对延安烟草公司营销渠道管理的提升，进一步提高延安烟草公司的核心竞争力，使其获得一定的市场地位。
[Abstract]:With the gradual opening of the tobacco market in our country, the competition with foreign tobacco companies will be increasingly fierce, and the tobacco enterprises in our country are facing the severe test of market competitiveness. In this competition, improving the marketing ability of Chinese cigarette enterprises is the key to success or failure, and as one of the four elements of marketing strategy combination, the marketing channel has become the key resource for Chinese tobacco enterprises to participate in international and domestic competition. Strengthening marketing channel management and creating channel advantage to enhance competitiveness become the realistic choice of Chinese tobacco enterprises. This paper takes the marketing channel management of Yanan Tobacco Company as the research object, uses Porter's five-force model analysis method in analyzing the marketing environment of Yanan Tobacco Company, and summarizes its existing threats and opportunities, advantages and disadvantages. SO strategy should be adopted to improve channel management. Combined with the relevant theories of marketing channel management, this paper analyzes the problems existing in the marketing channel management of Yanan Tobacco Company, such as: lack of marketing concept, unclear channel objectives, imperfect industrial and commercial coordination mechanism, imperfect internal management mechanism; Lack of retailer management and so on. In order to solve the problem effectively and implement the SO strategy, this paper puts forward the strategies to improve the channel, including optimizing the channel mode, establishing the strategic partnership of cigarette industry and commerce, and improving the internal management mechanism. Improve the management mechanism of retailers and so on. The aim is to enhance the marketing channel management of Yanan Tobacco Company and further improve the core competitiveness of Yanan Tobacco Company and make it gain a certain market position.
【学位授予单位】：延安大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.89;F274

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