新邵县烟草分公司省外卷烟营销策略研究

发布时间：2018-01-14 02:11

本文关键词：新邵县烟草分公司省外卷烟营销策略研究　出处：《南昌大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着湖南中烟向省外市场拓展步伐的加快,芙蓉王、白沙等省产烟在生产计划定量的前提下,对省内的供应量已远远满足不了市场的需求,此时急需市场表现良好和较好成长性的省外卷烟予以补充,以满足市场需求。做好省外卷烟营销,一方面是烟草商业公司的职责所在;另一方面也是烟草商业公司在卷烟市场“需求拐点逼近”状态下,挖掘区域市场“发展潜力”的突破口,特别是在省产烟极为强势的背景下更显得重要。同时,新邵县为邵阳地区省产烟比例较低的县域市场,因此为满足日益增长的卷烟市场消费需求,唯有切实实现省外卷烟的落地消费,才能实现新邵县烟草又快又好地发展。本文从分析新邵县烟草省外卷烟营销现状出发,并立足新邵县省外卷烟营销环境和上级烟草公司要求,提出了新邵县省外卷烟营销的发展目标。同时,结合7P营销理论,从省外卷烟的产品选择与货源管理、价格管理、渠道管理、营销推广、流程管理、团队建设、形象建设七个方面阐述了优化省外卷烟营销策略的对策和措施,以保证省外卷烟营销目标的实现。
[Abstract]:In recent years, with the rapid development of Hunan Zhongyan to the outside market, Furong Wang, Baisha and other provinces in the production planning of quantitative premise, the supply of the province has far to meet the needs of the market. In order to meet the market demand, it is urgent to do well in the marketing of cigarettes outside the province, on the one hand, it is the duty of the tobacco commercial company to supplement the cigarettes with good market performance and good growth. On the other hand, it is also a breakthrough for tobacco commercial companies to tap the "development potential" of the regional market under the condition of "demand inflection point approaching" in the cigarette market, especially in the context of the extremely strong production of tobacco. At the same time, it is even more important. Xinshao County is a county market with low tobacco production ratio in Shaoyang area. Therefore, in order to meet the increasing demand of cigarette market, it is necessary to realize the falling consumption of cigarettes outside the province. In order to realize the rapid and good development of tobacco in Xinshao County, this paper analyzes the current situation of cigarette marketing in Xinshao County outside the province, and bases on the environment of cigarette marketing outside Xinshao County and the requirements of higher tobacco companies. The development goal of cigarette marketing outside Xinshao county is put forward. At the same time, combining with 7P marketing theory, the paper discusses the product selection and supply source management, price management, channel management, marketing promotion and process management of cigarettes outside the province. This paper expounds the countermeasures and measures of optimizing the marketing strategy of cigarette outside the province in order to ensure the realization of the goal of cigarette marketing outside the province in seven aspects of team building and image building.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

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