金华市烟草公司营销战略研究

发布时间：2018-01-25 00:16

本文关键词： 金华烟草 SWOT分析营销战略保障措施　出处：《河北地质大学》2017年硕士论文　论文类型：学位论文

【摘要】：在国家专卖政策支持下中国烟草业得到了很大发展,它是我国的财税源泉之一,也为各级地方财政提供重要支持,因此它为我国的经济建设做出了巨大贡献。然而,当我们回顾历史并展望未来时,却不得不为在这繁荣景象下隐藏着的危机隐患而担忧。随着全球经济一体化,各行业国际竞争力逐渐加强,烟草行业也面临着巨大的竞争危机,必须选择改变营销战略,否则将被市场所淘汰。因此,烟草企业市场营销战略的正确与否关乎到企业的前途和命运。基于这样的背景,烟草企业市场营销战略的调整与实施,对于企业发展后劲的助推,企业核心竞争力的提升具有极其重要的现实意义。我国烟草行业对发展趋势的把握,对自身的内在优势与劣势的审视,对相应的战略方法的选择,对未来较长时期的发展目标和竞争方式的制定,以及烟草公司有可能面临的一系列问题必须认真思考和深入研究,巩固改革成果,抓住历史机遇,迎接新的挑战。本文首先阐述营销战略的相关理论,分析金华市烟草公司的经营现状,研究金华市烟草公司烟草行业的外部环境、公司的内部资源。其次,运用SWOT分析,提出金华市烟草公司的企业发展目标,从研究对象的选择、制定、操作实施、控制及评价几个方面进行系统的分析,最终针对研究结果提出一套可实施性战略措施。对于金华市烟草公司提升企业的市场竞争力、掌控零售客户和烟草市场具有一定的实际价值。
[Abstract]:Supported by the national monopoly policy, the tobacco industry in China has been greatly developed. It is one of the sources of finance and taxation in China, and it also provides important support for local finance at all levels. Therefore, it has made a great contribution to the economic construction of our country. However, as we look back on history and look forward to the future, we have to worry about the hidden dangers of crisis in this prosperous scene. With the integration of the global economy. The international competitiveness of various industries is gradually strengthened, the tobacco industry is also facing a huge competition crisis, we must choose to change the marketing strategy, otherwise will be eliminated by the market. Whether the marketing strategy of tobacco enterprise is correct or not is related to the future and destiny of the enterprise. Based on this background, the adjustment and implementation of marketing strategy of tobacco enterprise will promote the development of enterprise. The promotion of the core competitiveness of enterprises is of great practical significance. The tobacco industry in China grasps the development trend, examines its own internal strengths and weaknesses, and selects the corresponding strategic methods. The formulation of the development goal and competition mode for a long period in the future, as well as a series of problems that tobacco companies may face, must be carefully considered and deeply studied to consolidate the achievements of reform and seize the historical opportunity. To meet the new challenges. Firstly, this paper describes the relevant theory of marketing strategy, analyzes the current situation of Jinhua tobacco company, studies the external environment of Jinhua tobacco industry, the internal resources of the company. Secondly. By using SWOT analysis, this paper puts forward the enterprise development goal of Jinhua Tobacco Company, and systematically analyzes the selection, formulation, operation, implementation, control and evaluation of the research object. Finally, a set of implementable strategic measures are put forward for Jinhua Tobacco Company to enhance the market competitiveness of enterprises and control the retail customers and tobacco market.
【学位授予单位】：河北地质大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.8;F274

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