郴州湘南高新产业园卷烟精准营销策略研究

发布时间：2018-11-23 21:15

【摘要】：进入21世纪,以全球化、知识化、信息化、数字化和网络化为标志的新经济时代到来,企业与消费者之间进行信息沟通对消费者的消费选择影响越来越大,极大地冲击了企业的经营理念和营销方式,以消费者为中心、以网络和信息技术为核心的精准营销体系逐步成为现代企业营销发展的新趋势。在烟草商业企业实施精准营销是适应烟草消费市场营销变革的需要。本文选择郴州湘南高新产业园区卷烟销售市场作为郴州烟草精准营销的重点市场,综合运用精准营销的各种理论,密切结合湘南高新产业园区卷烟消费市场调研的实际情况,制定湘南高新产业园区卷烟消费市场全面、科学、合理的精准营销策略。通过在园区实施精准营销有助于建立个性化的顾客沟通服务体系,实现烟草企业可度量的低成本扩张策略,对烟草商业企业市场营销具有一定的示范作用。本文首先从综述市场营销理论出发,介绍消费者行为理论、精准营销理论、市场细分理论、营销战略理论,重点论述了精准营销策略理论；通过对郴州湘南高新产业园卷烟消费市场进行零售户及消费者调查分析,针对园区卷烟消费市场存在消费人群与零售终端布局的市场机制不匹配、消费习惯与终端服务的市场机制不匹配、终端服务需求与营销服务提供的市场机制不匹配的市场营销现状,综合运用市场细分理论、SWOT分析和基于SWOT的精准营销AHP分析工具,制定了湘南高新产业园区卷烟消费市场精准营销的目标与策略；为保证湘南高新产业园区卷烟消费市场精准营销策略的有效实施,提出了建立精准的信息支撑、货物投放的科学配置途径和方法、合理布局的约束控制和实现方式、终端管理体系的建设等具体措施,为郴州湘南产业园卷烟消费市场精准营销策略的实施提供切实的保障。
[Abstract]:In the 21st century, with the arrival of a new economic era marked by globalization, knowledge, information, digitization and networking, the information communication between enterprises and consumers has a growing impact on consumer choice. The precision marketing system with the center of consumers and the core of network and information technology has gradually become a new trend of marketing development in modern enterprises. It is necessary to carry out accurate marketing in tobacco business enterprises to meet the needs of tobacco consumption marketing reform. This paper chooses the cigarette sales market of Chenzhou Xiangnan Hi-tech Industrial Park as the key market of Chenzhou tobacco precision marketing, synthetically applies various theories of precision marketing, and closely combines the actual situation of cigarette consumption market investigation in Xiangnan Hi-tech Industrial Park. To formulate comprehensive, scientific and reasonable precise marketing strategy of cigarette consumption market in Xiangnan Hi-tech Industrial Park. Through the implementation of precision marketing in the park to help establish a personalized customer communication service system, to achieve a measurable low-cost expansion strategy of tobacco enterprises, tobacco business marketing has a certain demonstration role. Firstly, this paper introduces the consumer behavior theory, precision marketing theory, market segmentation theory, marketing strategy theory, and focuses on the theory of precision marketing strategy. Through the investigation and analysis of the cigarette consumption market in Xiangnan Hunan Industrial Park of Chenzhou, it is found that the market mechanism between the consumer population and the retail terminal layout in the cigarette consumption market of the park does not match. The consumption habit does not match the market mechanism of terminal service, the market mechanism of terminal service and the market mechanism provided by marketing service do not match, the market segmentation theory, SWOT analysis and precise marketing AHP analysis tool based on SWOT are used synthetically. The goal and strategy of precise marketing of cigarette consumption market in Xiangnan Hi-tech Industrial Park are formulated. In order to ensure the effective implementation of the precise marketing strategy of cigarette consumption market in Hunan Southern Hi-tech Industrial Park, the paper puts forward the establishment of accurate information support, the scientific allocation way and method of goods put in, the restriction control and realization mode of reasonable layout. The construction of terminal management system provides practical guarantee for the implementation of precise marketing strategy of cigarette consumption market in Chenzhou Xiangnan Industrial Park.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F274

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