郴州市烟草公司高价值零售户选择研究

发布时间：2019-06-06 21:06

【摘要】：烟草高价值零售户的确定是烟草企业营销管理的基础,只有找出高价值零售户,才能制定高价值零售户的管理战略。郴州市烟草公司在营销管理中发现存在对零售户识别不清,没有针对不同价值零售户提供差异化的服务、对零售户需求分析不够等问题。因此,如何选择高价值零售户进行重点管理,最大效益地利用公司有限资源成了公司亟待解决的问题。本文针对烟草零售户的特点对其进行价值评价。首先,从卷烟零售户贡献度、影响度、忠诚度、信用度四个方面出发,确定卷烟零售户的价值评价指标,从而间接地实现对卷烟零售户价值进行衡量；其次,制定卷烟零售户价值评价表,通过描述统计分析和频数分析对价值评价指标结果进行分析,深入认识卷烟零售户的市场竞争结构和空间布局的现状；再次,运用聚类分析细分卷烟零售户,研究卷烟零售户行为；最后,针对不同卷烟零售户群体制定不同的管理战略,促进烟草公司降低成本和提高效率,促进市场良性健康发展。本研究通过分析卷烟零售户的当前价值和潜在价值,对零售户进行评价、分类,针对不同零售客户群体制定相应措施,有利于优化企业资源配置,节约人力成本；有利于维护卷烟营销网络,培育卷烟品牌,推动辖区市场卷烟销售额和税利水平的提升
[Abstract]:The determination of high-value tobacco retailers is the basis of marketing management of tobacco enterprises. Only by finding out high-value retailers can we formulate the management strategy of high-value retailers. In the marketing management of Chenzhou Tobacco Company, it is found that there are some problems, such as unclear identification of retail customers, failure to provide differentiated services for different value retailers, insufficient analysis of retail demand, and so on. Therefore, how to select high-value retail customers for key management and make the most effective use of the company's limited resources has become an urgent problem to be solved. This paper evaluates the value of tobacco retailers according to their characteristics. First of all, from four aspects of cigarette retail contribution, influence, loyalty and credit, the value evaluation index of cigarette retail is determined, so as to indirectly measure the value of cigarette retail. Secondly, the value evaluation form of cigarette retailers is established, and the results of value evaluation indexes are analyzed by descriptive statistical analysis and frequency analysis, so as to deeply understand the current situation of the market competition structure and spatial layout of cigarette retailers. Thirdly, cluster analysis is used to subdivide cigarette retailers and study the behavior of cigarette retailers. Finally, different management strategies are formulated for different cigarette retail groups to promote tobacco companies to reduce costs and improve efficiency, and to promote the healthy and healthy development of the market. By analyzing the current value and potential value of cigarette retailers, this study evaluates and classifies the retail customers, and formulates the corresponding measures for different retail customer groups, which is beneficial to optimize the allocation of enterprise resources and save the labor cost. It is beneficial to maintain cigarette marketing network, cultivate cigarette brand, and promote the improvement of cigarette sales and tax and profit level in the market of jurisdiction.
【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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