贵州中烟的工商协同营销体系构建研究
发布时间：2018-12-10 12:40
【摘要】：随着我国经济体制的变革,烟草行业也随之不断发展和变化。目前,行业格局已完全细分,工业企食业是竞争主体,地市级商业企业是营销主体,卷烟零售客户是经营主体。尽管零售客户游离在行业之外,其对整个行业的发展起着重要作用。只有三方形成利益共同体、资源互补系、信息共享网,才能最终提高行业的竞争力。由此可见,三力协同有利于培育大品牌,培育优势大品牌有利于三方共同利益,也有利于维护消费者利益,维护国家利益,有利于,中国烟草整体竞争力的提升。 木文通过文献分析法系统阐述了我国烟草行业的营销体制,我国烟草行业正处在卷烟销售网络建设工作的全而提升阶段,从行业发展来看,品牌建设工业做强；营销网络商业做实；利益零售客户做旺,三者虽定位不同,却以卷烟品牌为纽带形成了利益共同体。 通过实证分析法系统分析了贵州中烟现行的协同营销模式,说明了现阶段开展工商协同营销的重要性,工业和商业合作的烟草营销模式是营销的创新项目的建立一个高层次、新水平的工商协作关系的实践,是行业改革的一项重要措施,是践行规范,效率的卷烟上水平的工作在新时期的重要思路。 利用归纳演绎法系统的阐述了贵州中烟协同营销开展的难电,描述了工商协同营销体系构建的总体思路。本论文提出的工商协同营销体系构建总体思路,对贵州中烟全面开展协同营销具有一定参考价值。
[Abstract]:With the reform of our country's economic system, the tobacco industry has been developing and changing. At present, the pattern of industry has been completely subdivided. The food industry of industrial enterprises is the main body of competition, the commercial enterprises of prefectural level are the main body of marketing, and the retail customers of cigarettes are the main body of operation. Although retail customers stay outside the industry, it plays an important role in the development of the whole industry. Only when the three parties form a community of interests, the resources complement each other, and the information sharing network, can the competitiveness of the industry be improved. Thus, it can be seen that the three forces cooperation is conducive to the cultivation of big brands, the cultivation of dominant brands is conducive to the common interests of the three parties, but also conducive to safeguarding the interests of consumers, safeguarding national interests, conducive to the promotion of the overall competitiveness of Chinese tobacco. The paper systematically expounds the marketing system of Chinese tobacco industry through literature analysis. The tobacco industry in our country is in the whole promotion stage of the construction of cigarette sales network. From the view of industry development, brand building industry is strong; The profit retail customers are prosperous, although they have different orientation, they form a community of interests with cigarette brand as the link. Through the empirical analysis, this paper systematically analyzes the current cooperative marketing mode of Guizhou Zhongyan, and explains the importance of carrying out cooperative marketing of industry and commerce at present. The tobacco marketing mode of industrial and commercial cooperation is the establishment of a high level of innovative marketing project. The practice of a new level of industrial and commercial cooperation is an important measure of industry reform and an important way of thinking of practicing the standard and efficient cigarette level work in the new period. By using inductive deductive method, the paper expounds the difficulty of developing cooperative marketing of Zhongyan in Guizhou, and describes the general idea of constructing cooperative marketing system of industry and commerce. This paper puts forward the general idea of constructing the cooperative marketing system of industry and commerce, which has certain reference value for the comprehensive development of cooperative marketing of Guizhou Zhongyan.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F724.2;F274
本文编号：2370585
[Abstract]:With the reform of our country's economic system, the tobacco industry has been developing and changing. At present, the pattern of industry has been completely subdivided. The food industry of industrial enterprises is the main body of competition, the commercial enterprises of prefectural level are the main body of marketing, and the retail customers of cigarettes are the main body of operation. Although retail customers stay outside the industry, it plays an important role in the development of the whole industry. Only when the three parties form a community of interests, the resources complement each other, and the information sharing network, can the competitiveness of the industry be improved. Thus, it can be seen that the three forces cooperation is conducive to the cultivation of big brands, the cultivation of dominant brands is conducive to the common interests of the three parties, but also conducive to safeguarding the interests of consumers, safeguarding national interests, conducive to the promotion of the overall competitiveness of Chinese tobacco. The paper systematically expounds the marketing system of Chinese tobacco industry through literature analysis. The tobacco industry in our country is in the whole promotion stage of the construction of cigarette sales network. From the view of industry development, brand building industry is strong; The profit retail customers are prosperous, although they have different orientation, they form a community of interests with cigarette brand as the link. Through the empirical analysis, this paper systematically analyzes the current cooperative marketing mode of Guizhou Zhongyan, and explains the importance of carrying out cooperative marketing of industry and commerce at present. The tobacco marketing mode of industrial and commercial cooperation is the establishment of a high level of innovative marketing project. The practice of a new level of industrial and commercial cooperation is an important measure of industry reform and an important way of thinking of practicing the standard and efficient cigarette level work in the new period. By using inductive deductive method, the paper expounds the difficulty of developing cooperative marketing of Zhongyan in Guizhou, and describes the general idea of constructing cooperative marketing system of industry and commerce. This paper puts forward the general idea of constructing the cooperative marketing system of industry and commerce, which has certain reference value for the comprehensive development of cooperative marketing of Guizhou Zhongyan.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F724.2;F274
【参考文献】
相关期刊论文 前3条
1 陈宝森;;推动工商协同营销,提升卷烟品牌竞争力[J];市场论坛;2008年10期
2 王智;杨明尚;;工商协同营销下的网上配货[J];计算机应用;2008年S2期
3 白小明;;关于协同营销若干问题的探讨[J];沿海企业与科技;2006年03期
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