长沙县烟草公司零售终端营销策略改进研究

发布时间：2019-05-25 04:47

【摘要】：我国烟草行业采取的是专营专卖的政策,卷烟生产企业按照市场需求情况来确定我国的卷烟生产总额,商业类企业成为统一销售卷烟的分销机构。我国卷烟的加工、原材料的采购、卷烟销售物流和零售等每个环节都形成了有严格管理的专营体系。作为烟草商业企业,在烟草专卖法的保护下,目前在整个产业链中处于主导地位。卷烟零售终端是营销渠道的最末端环节,直接面对所有的卷烟消费者,零售终端的表现是否良好决定着整体营销的成败。加强零售终端研究建设,认真分析零售经营业务发展变化,注重对零售客户的经营指导,保证零售客户的合理利益,促进零售客户经营业务稳定和销售水平提升,这些都是建立新型客我关系从而提高卷烟营销水平的重要举措。本文在回顾既有客户价值评估理论、零售终端理论、营销渠道终端管理理论的基础上,对长沙县烟草公司零售终端的外部环境进行分析,包括宏观PEST分析、行业分析,得出外部环境的影响。然后,对长沙县烟草的内部环境进行分析,具体包括市场概况、零售终端建设现状、长沙县卷烟市场消费者行为调查分析、长沙县零售终端建设存在的问题等,并以调查问卷的实际数据进行佐证。调查问卷的结论揭示了当前长沙县烟草公司在零售终端管理和服务工作中存在的弊端。最后,对长沙县烟草零售终端提出营销改进策略,主要包括烟草企业客户价值评价指标体系设计,再根据客户价值评估体系对现有客户进行市场细分,然后提出基于持续发展的金字塔形卷烟零售终端布局,最后提出零售终端形象塑造策略、零售终端服务策略、零售终端价格管理策略等。本文根据烟草行业未来的整体发展方向,结合现代化零售终端的服务要求,提出相关的改进策略和措施。提出的策略对于加快建设符合市场经济的卷烟零售终端具有较强的时效性和针对性,能够帮助烟草流通企业加强市场控制能力,提高市场竞争力。
[Abstract]:The tobacco industry of our country adopts the policy of monopoly. Cigarette manufacturers determine the total amount of cigarette production in China according to the market demand, and commercial enterprises become the distribution organization of unified cigarette sales. In China, cigarette processing, raw material procurement, cigarette sales logistics and retail have formed a strictly managed monopoly system. As a tobacco commercial enterprise, under the protection of tobacco monopoly law, it is in a dominant position in the whole industrial chain at present. Cigarette retail terminal is the terminal link of marketing channel, directly facing all cigarette consumers, whether the performance of retail terminal is good or not determines the success or failure of the overall marketing. Strengthen the research and construction of retail terminals, seriously analyze the development and changes of retail business, pay attention to the business guidance to retail customers, ensure the reasonable interests of retail customers, and promote the stability of retail customers' business and the improvement of sales level. These are important measures to establish a new customer-to-self relationship to improve the level of cigarette marketing. On the basis of reviewing the existing customer value evaluation theory, retail terminal theory and marketing channel terminal management theory, this paper analyzes the external environment of the retail terminal of Changsha Tobacco Company, including macro PEST analysis and industry analysis. The influence of the external environment is obtained. Then, the internal environment of tobacco in Changsha County is analyzed, including the general situation of the market, the current situation of retail terminal construction, the investigation and analysis of consumer behavior in Changsha cigarette market, the problems existing in the construction of retail terminal in Changsha County, and so on. And supported by the actual data of the questionnaire. The conclusion of the questionnaire reveals the disadvantages of Changsha tobacco company in retail terminal management and service. Finally, the marketing improvement strategy of tobacco retail terminal in Changsha County is put forward, including the design of customer value evaluation index system of tobacco enterprises, and then the market segmentation of existing customers according to the customer value evaluation system. Then the layout of pyramid cigarette retail terminal based on sustainable development is put forward. Finally, the retail terminal image shaping strategy, retail terminal service strategy, retail terminal price management strategy and so on are put forward. According to the overall development direction of tobacco industry in the future, combined with the service requirements of modern retail terminals, this paper puts forward relevant improvement strategies and measures. The proposed strategy has a strong timeliness and pertinence for speeding up the construction of cigarette retail terminals in line with the market economy, and can help tobacco circulation enterprises to strengthen market control ability and improve market competitiveness.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

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