N市烟草公司市场营销策略研究

发布时间：2018-02-24 18:16

本文关键词： N市烟草公司营销策略优化改善实施　出处：《南昌大学》2017年硕士论文　论文类型：学位论文

【摘要】：在我国十四亿人口中,有超过半数以上的人都是烟民或潜在烟民,因此烟草行业在我国有着极其庞大的市场,烟草行业也是我国的主力。然而随着各地烟草品牌的不断涌现,烟草市场的竞争压力也在不断增大。烟草行业的巨额收入,让各地烟草公司成为当地政府主要扶持的对象。N市烟草公司作为江西省重点扶持的烟草企业,也依然会受到来自周边省市烟草市场、国内著名烟草品牌的竞争和倾轧,市场营销现状不容乐观。当前残酷的市场竞争环境迫使N市烟草公司不得不去抢占市场,扩大市场份额,寻找市场中可能存在的优化点,以此来扩大N市烟草公司的营销份额。本文通过分析目前N市烟草公司的营销环境,找出N市烟草公司营销策略中存在的问题,并且依照N市烟草公司未来发展战略制定营销策略的优化方案,试图解决目前N市烟草公司市场营销策略中的价格策略不合理、品牌培育策略待提高、卷烟营销策略执行力弱等问题,并提出整合、培育品牌,调整价格策略,拓宽营销渠道,建设零售终端,优化宣传,制定促销策略,制定营销激励策略等措施。希望能对N市烟草公司当前市场营销策略提供帮助。
[Abstract]:More than half of our country's 1.4 billion people are smokers or potential smokers, so the tobacco industry has an extremely large market in our country, and the tobacco industry is also the main force of our country. However, with the continuous emergence of tobacco brands in various places, The competition pressure in the tobacco market is also increasing. The huge revenue from the tobacco industry has made local tobacco companies the main object of support by the local government. It will still be subject to competition from the tobacco market in neighboring provinces and cities, and the competition and rolling of famous domestic tobacco brands. The current situation of marketing is not optimistic. The current cruel market competition environment forces the tobacco companies in N City to seize the market. In order to expand the marketing share of N City Tobacco Company, this paper analyzes the marketing environment of N City Tobacco Company and finds out the problems existing in the marketing strategy of N City Tobacco Company. And according to the future development strategy of N City Tobacco Company to formulate the optimization plan of marketing strategy, trying to solve the current N City tobacco company marketing strategy price strategy unreasonable, brand cultivation strategy to be improved. Some problems such as weak executive power of cigarette marketing strategy are put forward, such as integrating, cultivating brand, adjusting price strategy, widening marketing channel, building retail terminal, optimizing propaganda, making promotion strategy, etc. To establish marketing incentive strategy and other measures. Hope to provide help to N City Tobacco Company's current marketing strategy.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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