SY烟草公司营销策略研究

发布时间：2018-01-01 10:12

本文关键词：SY烟草公司营销策略研究　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国是著名的烟草大国,其烤烟种植面积、卷烟产销量及烟民数量等均居世界首位。烟草行业作为中国国民经济的重要产业,是国家的利税大户,对国家的可持续发展做出了重要的贡献。随着中国2003年11月正式签署了《世界卫生组织烟草控制框架公约》,中国烟草面临着烟草市场的全面开放,这对我国烟草的市场竞争带来了巨大挑战。长期受到专卖专营保护的烟草行业,缺乏主动的营销理念。面对行业发展的新形势,烟草公司需要改变经营理念,创新管理体制,实现可持续发展。SY烟草公司作为地市级商业企业,担负着SY市场卷烟专卖管理和市场开发的职责。面对新的发展形势,客观分析SY烟草公司的内部、外部环境,制定适宜的营销策略,对于SY烟草的健康发展具有重要的现实意义。本文从SY烟草公司面临的营销环境为起点,分析烟草行业的营销特点、SY烟草公司的营销现状、存在的问题,结合营销理论,为SY烟草公司制定适宜的市场营销策略,包括渠道管理、服务管理、产品管理、网络营销、数据库营销等营销组合策略。为了营销策略的顺利实施,制定了SY烟草公司营销策略的实施保障措施。通过对SY烟草公司营销策略的研究,为SY烟草的可持续发展提供建设性意见,也对其他地级市烟草商业公司的提供一定的借鉴作用。
[Abstract]:China is famous for big tobacco. The flue-cured tobacco planting area, production and sales of cigarettes and the number of smokers were ranked first in the world. The tobacco industry as an important industry of the national economy Chinese, is the country's big profits, has made an important contribution to the sustainable development of the country. With the Chinese November 2003 formally signed the "Framework Convention on tobacco control" WHO Chinese, tobacco is facing the full opening of the tobacco market, the Chinese tobacco market competition has brought great challenges. By the long-term monopoly protection of the tobacco industry, the lack of active marketing idea. Facing the new situation of the development of the industry, tobacco companies need to change the management idea, management system innovation, realize the sustainable development of.SY tobacco companies as a municipal business responsible for the SY market enterprises, tobacco monopoly management and market development responsibilities. Facing the new development situation, objective analysis of tobacco SY The grass, the external environment of the company, to develop appropriate marketing strategies, has important practical significance for the healthy development of SY tobacco. This article from the SY tobacco companies facing the marketing environment as a starting point, analysis the marketing characteristics of the tobacco industry, the marketing situation of SY tobacco companies, the existing problems, combined with the marketing theory, marketing strategy suitable for the for SY tobacco companies, including channel management, service management, product management, network marketing, database marketing and other marketing strategies. In order to smooth implementation of the marketing strategy, formulate the measures to ensure the implementation of marketing strategy of SY tobacco companies. Through the Research on the marketing strategy of SY tobacco companies, to provide constructive suggestions for the sustainable development of SY tobacco. Other municipal tobacco companies to provide a reference.

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

【相似文献】