零售终端雪莲卷烟营销策略研究

发布时间：2018-01-01 00:22

本文关键词：零售终端雪莲卷烟营销策略研究　出处：《新疆大学》2015年硕士论文　论文类型：学位论文

【摘要】：卷烟零售终端是卷烟与消费者面对面的展示和交易的纽带,是培育品牌、服务消费的强大力量,是卷烟品牌市场需求的感应器。从卷烟品牌培育来讲,随着卷烟品牌规模的不断扩大,烟草商业企业能否把握好品牌发展,很大程度上取决于能否把握住零售终端。本文围绕零售终端雪莲卷烟营销核心,对开展零售终端品牌营销工作的背景和重要意义进行了阐述,表明了加强雪莲卷烟营销是有效提高雪莲卷烟市场占有率、有效提高雪莲卷烟市场美誉度、有效提高雪莲卷烟品牌竞争力、有效提高卷烟零售商户盈利水平的重要举措。通过对比国内外零售终端品牌营销方法和现状,对伊犁市场品牌布局进行了全面梳理和分析,针对当前零售终端品牌营销效果进行了广泛调研,找到了当前零售终端存在的经营意识和经营环境、品牌营销主动性和认同性、品牌发展与市场变化的匹配性和协调性以及营销服务活动的针对性和实效性等主要问题。结合零售终端主要问题提出了“三维度五市场”零售终端品牌营销细分法、“一店一品”零售终端品牌营销模式、《零售终端素质模型》评价法以及“雪莲”SWOT分析法四种主要方法,并以“雪莲”品牌为例,就如何利用四种方法提高零售终端品牌营销效果进行具体探究和例证,为有效开展零售终端品牌营销工作提供具体可行的参考依据。
[Abstract]:The cigarette retail terminal is cigarette and consumers face the exhibition and trade ties, is to cultivate brand, powerful service consumption, is a sensor of cigarette brand market demand. From the cigarette brands, with cigarette brand continues to expand the scale of tobacco commercial enterprises can grasp the brand development, depends largely on the ability to grasp live in retail terminal. Based on the retail terminal of Saussurea cigarette marketing core, background and significance of the development of the retail terminal brand marketing work is discussed, that strengthen the lotus cigarette marketing is effective in improving the Saussurea cigarette market share, improve the Saussurea cigarette market reputation, effectively improve the cigarette Xuelian brand competitiveness, improve an important measure of cigarette retail business profitability. By comparing the domestic and foreign status quo and methods of retail terminal brand marketing, product market in Yili Board layout of the comprehensive combing and analysis for the current retail terminal effect of brand marketing conducted extensive research, find the existing retail terminal management consciousness and management environment, brand marketing initiative and identity, brand development and market changes, and coordination and marketing service activities in the light of the main problems and effectiveness etc. combined retail terminal main problems put forward "five dimensional" market retail brand marketing segmentation method, "a shop in a product" retail brand marketing mode, "retail terminal quality evaluation method and model of" Lotus "SWOT analysis of four main methods, and to" Snow Lotus "brand as an example, improve the effect of marketing retail terminal brand specific inquiry and examples on how to use the four methods, in order to effectively carry out the retail terminal brand marketing work to provide specific and feasible reference.

【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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