中国烟草行业工商协同营销研究
发布时间：2019-04-16 08:45
【摘要】：中国烟草行业自2003年实现工商分离以来，，工商职能得以明确，地方封锁得到有效遏制，行业经济效益实现多年连续增长，但行业资源配置效率低下，工商各自为政、缺少规模型大品牌，全国性大市场仍未形成。工商协同营销正是国家烟草专卖局优化行业价值链，减少工商冲突，提高资源配置效率，形成大企业、大市场的关键举措。 2008年2月，国家烟草专卖局下发《关于进一步推动工商企业协同营销工作的指导意见》，标志着烟草行业工商协同营销工作正式启动。工商协同营销工作从启动至今已经过去了5年，这五年来，全行业在工商协同营销方面进行了大量的实践和探索，取得了一定的成效，但工商之间协同流于形式、资源浪费、体制机制缺失等问题依然存在。 中国烟草行业是一个特殊的行业，实行统一领导、垂直管理、专卖专营、工商分设的管理体制。在烟草行业的供销价值链条中，工业负责生产和品牌运营，商业负责烟叶生产和卷烟销售。但工商地位严重不对等，商业公司占据了价值链中的重要战略性环节，掌握了原料供给和市场销售，拥有自己区域内所有市场资源；而工业除了拥有品牌之外在市场销售环节严重受限于当地的商业公司。 在国家烟草专卖局“两个十多个政策”的引领下，中国卷烟市场从90年代云南卷烟的一股独大到现在的十多个大企业的市场竞争，中国烟草行业实现了翻天覆地的变化。但从工业企业的角度来看，未来正是中国卷烟市场格局形成的关键时期，如果不能抓住机会，就将永远的失去机会。 从烟草行业的产业结构分析我们得知，烟草行业的工业生产由数量众多的卷烟生产厂商在全国范围内进行计划经济体制下的市场竞争，但产品却只能由区域内唯一的商业公司去面向市场销售。由于渠道的唯一化，在烟草行业特殊的体制机制下，卷烟工业企业如何与在国家专卖保护下独家垄断经营的商业协同开展物流、市场调研、品牌营销和推广，如何充分挖掘出商业企业对自己营销活动和品牌发展的支持，对自身品牌的持续发展壮大极为重要。从烟草行业五年的工商协同营销实践情况来看，成绩不小，但也问题不少。本文从工业企业的角度运用波特的产业竞争理论对工业企业的竞争环境进行了分析，对五年来的工商协同营销开展情况进行了回顾和总结，从目前工商协同营销存在的问题和原因入手，引出工业企业应该建立大协同的工商协同新观念，建议工业企业着眼于大品牌大市场的形成和行业整体竞争力的提高，深化认识，调整自身组织结构，有选择、有重点、有层级地与商业公司开展工商协同营销工作，最终把工商协同从形式协同转变为机制协同，从而为中国烟草工业企业的大品牌之路提供一条可供参考的发展之路。
[Abstract]:Since the separation of industry and commerce in China's tobacco industry in 2003, the functions of industry and commerce have been clearly defined, local blockades have been effectively contained, and the economic benefits of the industry have been increasing continuously for many years, but the allocation of resources in the industry is inefficient, and industry and commerce are separate. The lack of a big model brand, the national large market has not yet formed. Industrial and commercial co-marketing is the key measure to optimize the industry value chain, reduce industrial and commercial conflicts, improve the efficiency of resource allocation and form large enterprises and large markets by state tobacco monopoly bureau. In February 2008, the state tobacco monopoly bureau issued the guidance on further promoting the cooperative marketing work of industrial and commercial enterprises, which marked the official start of the industrial and commercial cooperative marketing work in the tobacco industry. Five years have passed since the launch of the industrial and commercial cooperative marketing work. In the past five years, the whole industry has carried on a lot of practice and exploration in the industrial and commercial collaborative marketing, and has achieved certain results, but the cooperation between the industry and commerce has become a mere formality and a waste of resources. The lack of institutional mechanisms and other issues still exist. China's tobacco industry is a special industry, the implementation of unified leadership, vertical management, monopoly, separate industry and commerce management system. In the supply and marketing value chain of tobacco industry, industry is responsible for production and brand operation, commercial responsibility for tobacco production and cigarette sales. However, the status of industry and commerce is seriously unequal, commercial companies occupy an important strategic link in the value chain, grasp the supply and marketing of raw materials, and have all the market resources in their own region; Industry, in addition to owning a brand, is severely restricted to local commercial companies in the marketing segment. Under the guidance of "two more than ten policies" of the State Tobacco Monopoly Bureau, the Chinese cigarette market has changed greatly from a single stock of Yunnan cigarette in the 1990s to the market competition of more than ten large enterprises now. However, from the perspective of industrial enterprises, the future is a critical period for the formation of the cigarette market pattern in China, and if the opportunity is not seized, it will be lost forever. From the analysis of the industrial structure of the tobacco industry, we know that the industrial production of the tobacco industry consists of a large number of cigarette manufacturers in the market competition under the planned economy system throughout the country. But the product can only be sold to the market by the only commercial company in the region. Because of the unique channel, under the special system mechanism of the tobacco industry, how does the cigarette industry enterprise cooperate with the exclusive monopoly business under the national monopoly protection to carry out the logistics, the market research, the brand marketing and the promotion, and how to carry out the logistics, market research, brand marketing and promotion under the national monopoly protection. How to fully excavate the support of commercial enterprises to their own marketing activities and brand development is very important to the sustainable development of their own brand. From the tobacco industry five years of industrial and commercial co-marketing practice, achievements are not small, but also a lot of problems. From the angle of industrial enterprises, this paper analyzes the competitive environment of industrial enterprises by using Porter's industrial competition theory, and reviews and summarizes the development of industrial and commercial co-marketing in the past five years. Starting with the problems and reasons existing in industrial and commercial cooperative marketing at present, this paper points out that industrial enterprises should establish a new concept of industrial and commercial synergy, and suggests that industrial enterprises should deepen their understanding with a view to the formation of large brands and large markets and the improvement of the overall competitiveness of the industry. Adjust their own organizational structure, have the choice, have the focal point, carry on the industrial and commercial cooperative marketing work with the commercial company in a hierarchical manner, finally turn the industrial and commercial collaboration from the formal synergy to the mechanism coordination. So as to provide a reference for the development of the big brand of Chinese tobacco industry.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89
本文编号：2458641
[Abstract]:Since the separation of industry and commerce in China's tobacco industry in 2003, the functions of industry and commerce have been clearly defined, local blockades have been effectively contained, and the economic benefits of the industry have been increasing continuously for many years, but the allocation of resources in the industry is inefficient, and industry and commerce are separate. The lack of a big model brand, the national large market has not yet formed. Industrial and commercial co-marketing is the key measure to optimize the industry value chain, reduce industrial and commercial conflicts, improve the efficiency of resource allocation and form large enterprises and large markets by state tobacco monopoly bureau. In February 2008, the state tobacco monopoly bureau issued the guidance on further promoting the cooperative marketing work of industrial and commercial enterprises, which marked the official start of the industrial and commercial cooperative marketing work in the tobacco industry. Five years have passed since the launch of the industrial and commercial cooperative marketing work. In the past five years, the whole industry has carried on a lot of practice and exploration in the industrial and commercial collaborative marketing, and has achieved certain results, but the cooperation between the industry and commerce has become a mere formality and a waste of resources. The lack of institutional mechanisms and other issues still exist. China's tobacco industry is a special industry, the implementation of unified leadership, vertical management, monopoly, separate industry and commerce management system. In the supply and marketing value chain of tobacco industry, industry is responsible for production and brand operation, commercial responsibility for tobacco production and cigarette sales. However, the status of industry and commerce is seriously unequal, commercial companies occupy an important strategic link in the value chain, grasp the supply and marketing of raw materials, and have all the market resources in their own region; Industry, in addition to owning a brand, is severely restricted to local commercial companies in the marketing segment. Under the guidance of "two more than ten policies" of the State Tobacco Monopoly Bureau, the Chinese cigarette market has changed greatly from a single stock of Yunnan cigarette in the 1990s to the market competition of more than ten large enterprises now. However, from the perspective of industrial enterprises, the future is a critical period for the formation of the cigarette market pattern in China, and if the opportunity is not seized, it will be lost forever. From the analysis of the industrial structure of the tobacco industry, we know that the industrial production of the tobacco industry consists of a large number of cigarette manufacturers in the market competition under the planned economy system throughout the country. But the product can only be sold to the market by the only commercial company in the region. Because of the unique channel, under the special system mechanism of the tobacco industry, how does the cigarette industry enterprise cooperate with the exclusive monopoly business under the national monopoly protection to carry out the logistics, the market research, the brand marketing and the promotion, and how to carry out the logistics, market research, brand marketing and promotion under the national monopoly protection. How to fully excavate the support of commercial enterprises to their own marketing activities and brand development is very important to the sustainable development of their own brand. From the tobacco industry five years of industrial and commercial co-marketing practice, achievements are not small, but also a lot of problems. From the angle of industrial enterprises, this paper analyzes the competitive environment of industrial enterprises by using Porter's industrial competition theory, and reviews and summarizes the development of industrial and commercial co-marketing in the past five years. Starting with the problems and reasons existing in industrial and commercial cooperative marketing at present, this paper points out that industrial enterprises should establish a new concept of industrial and commercial synergy, and suggests that industrial enterprises should deepen their understanding with a view to the formation of large brands and large markets and the improvement of the overall competitiveness of the industry. Adjust their own organizational structure, have the choice, have the focal point, carry on the industrial and commercial cooperative marketing work with the commercial company in a hierarchical manner, finally turn the industrial and commercial collaboration from the formal synergy to the mechanism coordination. So as to provide a reference for the development of the big brand of Chinese tobacco industry.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.89
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本文编号：2458641
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